Fractional CFO for DTC and subscription brands

You drive. I call the road ahead.

I read what's coming in your numbers and tell you where to push harder and where to brake.

Book a 20-minute callWe compare notes on your numbers.
Michael Haddad
~$40Mbusinesses where I've held the CFO seat.
$3.5Mprofit turnaround at a subscription wellness brand.
80+finance engagements.
Average client review: 5.0 out of 5.

Somewhere around $10M, guesses get expensive.

Your bookkeeper keeps the books for tax. Your dashboards tell you what the ad platforms think.

Nobody sits with you and says: this is safe, this isn't, and this is where you're underspending.

Who I've worked with

Bened LifeSpotMindersMillionaire CommerceCommonplaceFerris UKXenoPsi MediaBitcoin Startup Lab

"Michael takes the time to understand your business, your vision and your needs... He goes above and beyond what is expected of him and he truly cares about your goals. He has become a trusted advisor when it comes to my business."

Gabriella Mengstab · Founder

"Michael was fantastic: he quickly picked up an understanding of our business and was able to turn around a relatively complex model for important fundraising meetings in a very tight time window."

Mike Saunders · CEO, Commonplace

"Michael was thorough, detailed and fast. We could not comment more highly on our experience.

We would like to work again with Michael in future."

Elliott Ferris · Director, Ferris UK

How it works

What working together looks like.

  1. Week 1

    The audit

    • Books and sales data
    • Ad platforms
    • 3PL invoices
    • Read by me, line by line
  2. Month 1

    The foundation

    • Cash forecast
    • Unit economics
    • A P&L you can steer by
    • A 90-day plan
  3. Every week

    Pace notes

    • Cash, inventory, CAC
    • Where to push
    • Where to ease off
    • What's working
  4. When it counts

    In the room

    • Board meetings
    • Investor updates
    • Lender calls
    • With you, at the table

Why me

I've done it at your size.

I built the finance function at two ~$40M businesses, from scratch.

I've worked with the best marketing teams.

I speak their language, and I give them the numbers to know where to spend.

Modern finance, with AI I built.

My own tools do the heavy lifting on your data, so you see your numbers every week. I check every figure myself.

I know how to handle investors and banks.

I've sat through countless board meetings and investor updates. And you work with me directly, never a junior.

How I helped a subscription brand's turnaround

20242026 plan−$2.7M+$0.8M

From a $2.7M loss to ahead of its profit plan.

Read the case study

How my due-diligence calls held up

BackedFailed since140

Every call scored against what happened, including my one miss.

See every call

Let's compare notes on your numbers.

Bring your model, your last P&L, or the decision that's keeping you up. You'll leave knowing what I'd look at first.

Book a 20-minute call