Chief Financial Officer

Role overview

Grove Collaborative is seeking a Chief Financial Officer who can help shape a public company’s next chapter while backing a mission to make consumer products better for people and the planet. The business has already completed significant turnaround work, reached EBITDA-positive quarters, and built a differentiated platform that is plastic-neutral and carbon-neutral at public-market scale. The next CFO will help convert that foundation into a stronger equity story and long-term value creation.

This is a high-upside leadership role for someone who wants more than a conventional finance seat. The company operates in a microcap environment with real capital constraints and close scrutiny, so the mandate is to strengthen the balance sheet, sharpen the narrative, support growth, and prove that a great business and a force-for-good mission can coexist.

Why this role matters

The organization has moved through the core fix phase of its turnaround and is now focused on sustaining the core business, expanding the growth flywheel, advancing its human health and wellness positioning, and building a scalable, more automated operating platform. The incoming CFO will inherit an asymmetric setup with the potential to re-rate the company materially if execution stays on track.

The company is looking for a leader who is motivated by shareholder value, but also by the broader impact of building a trusted consumer brand that does right by families and the planet. The ideal candidate sees those goals as complementary rather than conflicting.

What you will do

• Act as a direct and candid strategic partner to the CEO, helping shape decisions on where to invest, where to pull back, and how to handle difficult trade-offs.
• Own the company’s equity narrative and help close the gap between intrinsic value and market valuation through earnings calls, investor relations, guidance, and capital structure management.
• Protect liquidity and manage the balance sheet, including relationships with lenders and other capital providers.
• Support the company’s DTC economics by analyzing cohorts, payback, contribution margin, retention, and subscription performance.
• Look for opportunities to remove non-essential spend and redirect capital toward the highest-return priorities.
• Build a finance function that is faster, leaner, and more automated by using AI-first tools and workflows rather than adding headcount.
• Lead financial analysis for partnerships, M&A, and other strategic alternatives that could expand scale and value.
• Work closely with growth and operations teams to ensure the flywheel is funded intelligently and the business remains disciplined on margins and cash use.
• Maintain strong controls, clean audits, and SOX compliance through capable finance leadership spanning accounting, FP&A, and technical accounting.
• Develop and mentor a high-trust finance team while keeping the organization lean and effective.

What we are looking for

• Experience as a public-company CFO, or as a deputy already operating at that level and ready for the title.
• Comfort operating in small-cap, microcap, or turnaround environments where capital is tight and expectations are high.
• Confidence leading conversations with investors, analysts, and lenders, especially when the message is difficult.
• Experience negotiating with capital providers and preserving relationships while securing favorable outcomes.
• Background leading transformational work such as M&A, strategic alternatives, or major company repositioning.
• Deep familiarity with DTC and subscription business metrics, including cohorts, payback, and contribution margin.
• A disciplined approach to cost management that protects the future of the business while improving efficiency.
• Experience building a small finance team that performs far above its size, ideally with modern AI-enabled tools.
• A genuine desire to create value for shareholders while contributing to meaningful positive impact.

Nice to have

• Experience helping a company accelerate out of a turnaround.
• Background in retail, CPG, or commerce, especially with marketplace economics.
• Prior success modernizing finance operations through AI tooling.

Team, reporting, and structure

The CFO will report directly to the CEO and sit on the executive leadership team. The role partners closely with the board and audit committee and oversees the finance organization, including accounting, FP&A, technical accounting, close, and SOX leadership.

What success looks like after 12 months

• You are a trusted partner to the CEO and board, and public reporting and earnings execution are clear and confident.
• The company’s equity story is stronger, lender relationships are stable, and the capital allocation framework is widely understood.
• Cost savings are funding growth, and margin improvement is visible in the numbers.
• The finance function is more automated, more efficient, and supported by a stronger internal bench.

Compensation and benefits

• This is a full-time, exempt role that is remote for candidates based in the United States.
• Medical, vision, and dental coverage are offered.
• Equity participation is included.
• Flexible paid time off is available, with emphasis on results.
• Employees receive a free VIP membership and a 50% discount.
• The role offers the chance to work for a company focused on creating products and initiatives that help the planet.

Additional notes

This position is not designed for someone seeking a quiet seat, a large team, or a predictable quarter. It is aimed at a leader who wants to help transform an overlooked microcap into a much more valuable business while building something meaningful. If that challenge energizes you, the role may be a strong fit.