Finance Director

We’re hiring: Finance Director

icon are seeking a commercially astute, hands‑on Finance Director to play a pivotal role in shaping and driving delivery of our ambitious growth plans.

This is not a traditional ‘sit behind the numbers’ finance role. We are looking for a pragmatic, commercially focused leader who combines strategic capability with a willingness to remain close to the detail, working across the business to drive performance, improve control, support decision‑making and enable profitable growth. This role will appeal to someone who is excited to not only report on the numbers, but also play a leading role in making them happen.

Operating within a fast‑paced e‑commerce environment with private equity investment, the Finance Director will lead all aspects of finance whilst acting as a trusted strategic partner to the CEO and Senior Leadership Team.

The role will work closely with private equity investors and the Board to support value creation initiatives, strategic growth planning and the business’ progression towards a future transaction.

The role requires strong commercial judgement, operational understanding and the ability to balance long‑term strategic thinking with hands‑on execution. Experience in e‑commerce, retail, product‑led or businesses with multi‑channel sales and international trading exposure will be highly advantageous.

Key Responsibilities

Strategic Leadership & Commercial Partnership

• Act as a key member of the Senior Leadership Team, contributing to overall business strategy, planning and performance delivery.
• Partner closely with the CEO and SLT to shape strategic plans, investment decisions, growth initiatives and business priorities.
• Provide insightful commercial analysis to support pricing, margin optimisation, promotional activity, product profitability and channel performance.
• Challenge and support commercial decision‑making through robust financial insight and analytical rigour.
• Translate business performance into clear, practical recommendations and actions.
• Lead scenario modelling, business planning and risk analysis to support informed decision‑making.
• Support strategic initiatives including growth projects, operational change, systems development and international expansion.
• Ensure that strategic priorities/growth initiatives have sound business cases, and that timely monitoring provides early opportunity for corrective actions to be taken where needed in order to achieve outcomes.

Financial Leadership & Control

• Own the financial strategy, planning and control framework for the business.
• Lead budgeting, forecasting, reforecasting, cashflow management and longer‑term financial planning.
• Ensure timely, accurate and commercially meaningful management reporting.
• Deliver monthly board packs with clear commentary, insights and recommendations.
• Implement, improve and maintain robust financial controls, governance and compliance frameworks appropriate for a scaling SME.
• Own statutory reporting, audit relationships, tax compliance and year‑end processes.
• Manage treasury activities including cash management, FX exposure and currency purchasing.
• Ensure VAT compliance across UK and international trading activity, including marketplace and EU obligations.
• Maintain effective insurance, risk and business protection arrangements.

E-commerce & Trading Performance

• Partner with commercial teams to improve business performance across all channels.
• Develop clear financial visibility across: own website performance, marketplaces, customer acquisition efficiency, contribution margins, product profitability, promotional ROI, fulfilment and operational cost performance.
• Support trading decisions through timely analysis of sales, margin, stock and promotional activity.
• Lead stronger performance management disciplines across the business through meaningful KPIs and reporting.
• Build financial understanding across non‑finance teams.

Operational Finance

• Maintain close visibility of operational performance across supply chain, stock, warehousing and fulfilment.
• Support stock management, valuation controls, working capital optimisation and purchasing decisions.
• Ensure accurate inventory accounting and effective stock reporting.
• Partner with operations leadership on capex, operational investment and cost control.
• Support analysis of freight, duty, landed cost and fulfilment economics.

Systems, Process & Improvement

• Ensure systems and processes are fit for purpose, balancing risk management and control with cost effectiveness and practicality. Drive automation, simplification and scalability within finance processes.
• Partner with wider teams to improve systems integration, data quality and management information.
• Support future finance infrastructure development aligned to business growth.

Leadership

• Lead and develop a high performing, effective and efficient finance team, ensuring tangible value is added to the business.
• Create a culture of accountability, ownership and continuous improvement.
• Build strong relationships across all functions, acting as a visible and credible senior leader.
• Balance strategic leadership with a practical, hands‑on approach.

The Person

Experience

• Fully qualified ACA / ACCA / CIMA.
• Proven Finance Director / Head of Finance experience within a fast‑paced SME environment.
• Strong experience in e‑commerce, retail, product‑led businesses.
• Experience within multi‑channel sales environments (DTC / marketplaces / international sales).
• Strong commercial finance and business partnering capability.
• Experience managing working capital, stock and cash‑intensive environments.
• Strong technical finance grounding with sound controls and compliance experience.
• Experience of finance turnaround and controls and process improvement.

Leadership Style & Attributes

• Commercially sharp and highly analytical.
• Pragmatic, practical and solutions‑focused.
• Practised in leading effective third‑party relationships with professional advisors.
• Hands‑on and comfortable operating in the detail when required.
• Resilient, adaptable and calm under pressure.
• Confident influencing at Board and senior leadership level.
• Action‑oriented, decisive and outcome focused.
• Strong at simplifying complexity and driving clarity.
• Comfortable balancing strategic leadership with operational execution.
• Credible, collaborative and able to challenge constructively.
• High energy, high ownership and naturally accountable.

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