The Company

FREE AF is on a mission to make “not drinking” cool. We make premium, natural zero-alcohol cocktails that actually taste like the real thing - and we’re growing fast across New Zealand, the United Kingdom, and the United States.

We’re a founder-led CPG brand at a genuine inflection point. We need to build the commercial discipline and operating rigour to match our ambition - without losing the speed and boldness that got us here. The right Head of Finance will be central to making that happen.

The Opportunity

This is a rare role. You’ll be the senior finance leader in a scaling consumer brand — with real influence over how the business is run, not just how it’s reported.

We’re brand-led, expanding across three markets, approaching our next capital raise, and building out the commercial infrastructure to support serious retail partnerships (Whole Foods, Kroger, Morrisons, Tesco, Asda). The finance function needs to be a step ahead of all of it.

You’ll work directly with the founder as a genuine thought partner - someone who pushes back, asks hard questions, and helps us make smarter decisions. But you’ll also roll up your sleeves and own the day-to-day. This isn’t a “report and present” job.

There is significant scope to shape this role. We have the foundations - systems, processes, a Philippines-based bookkeeper - but the opportunity to take our commercial discipline to the next level is real and wide open.

What You’ll Own

Strategic Finance & Decision Support

• Partner with the CEO on financial strategy, capital allocation, and market expansion decisions
• Own FP&A - budgeting, forecasting, and scenario modelling across NZ, UK, and US
• Lead cash flow management and working capital strategy
• Drive ROI discipline across all spend - particularly marketing, trade spend, and retailer investments
• Build and own decision-quality reporting for the CEO and Board: flash reports, KPIs, and commercial dashboards

Capital & Financing

• Help lead the finance workstream for the next capital raise - investor materials, data rooms, financial modelling
• Manage banking relationships, debt facilities, and trade finance across three markets
• Ensure sufficient liquidity through the raise with no cash shortfalls

Commercial & Operational Finance

• Own demand planning and procurement in partnership with operations - active involvement, not just review
• Lead supplier negotiations with a sharp commercial lens
• Measure and report on return on marketing spend - help the business know what’s working
• Review contracts and agreements before signing - ensuring the business is legally and commercially protected
• Own payroll across all markets

Financial Controls & Process

• Own month-end close, financial reporting, and statutory compliance across NZ, UK, and US
• Implement and embed financial controls and SOPs across the business - this is a significant opportunity
• Manage multi-currency accounting across NZD, GBP, and USD
• Ensure tax and regulatory compliance across jurisdictions

Systems & Technology

• Own and optimise our finance tech stack - Xero, Unleashed, and integrated partner APIs
• Drive systems and process design improvements; we have a good base, but always looking to improve
• Use AI to streamline the finance function - documentation, reporting, forecasting, and beyond

Who You Are

• You’ve worked in a senior finance role at a consumer goods or FMCG brand - you understand trade spend, margin stacks, retail dynamics, and the chaos of physical product
• You’ve been close to a founder or leadership team and know what it means to be a real thought partner, not just a reporter
• You’re hands-on by default - you build the model yourself before delegating it
• You have genuine tech fluency - comfortable across Xero, inventory/ERP systems, and integrated platforms; curious about AI and already using it
• You’ve designed or improved financial processes and controls, not just inherited them
• You can review a contract, spot commercial risk, and know when to escalate to legal
• You’re comfortable with multi-currency, multi-market complexity
• CPA/CA qualified (or equivalent) preferred, but not required if your experience speaks for itself

Why FREE AF

• Real influence from day one - you’ll shape how the finance function operates, not just maintain what’s there
• We’re at the stage where the right finance leader genuinely changes the trajectory of the business
• Clear strategic mandate: our 2026 focus is commercial discipline and sustainable scale - this role is central to that
• Fast-moving, founder-led culture - Fast AF, Anal AF, Bold AF (look us up)
• A brand with real momentum in a category that’s genuinely taking off globally

FREE AF is an equal opportunity employer. We care about finding the right person, not ticking boxes.