Fractional CFO for DTC and subscription brands doing $5M and up. Based in Dubai, working with brands in the US, UK, and Gulf.
I started as a mechanical engineer in oil and gas, building and checking systems where a wrong number meant real consequences. Engineering teaches you a habit that never leaves: don't trust the summary, go look at the thing itself. Years later that habit turned out to be worth more in finance than it ever was in the field.
After my MBA at IESE I spent three years as a financial modeling and fundraising advisor to startups. More than 120 of them, across SaaS, consumer, logistics, and healthcare. I built the models founders raised on, tore apart the models they wanted to raise on, and led due diligence at a UK investment agency where the firm took equity based on my recommendations. Some of those calls I argued for. Some I killed. The outcomes are public and they've aged well. See the track record →
In 2022 a small supplement brand hired me on Upwork to build their financial model. That model quietly ran their planning for two years. When they came back in 2024, bigger and bleeding cash, the work that followed became the anchor of everything I do now: a turnaround from a $2.9M loss to a company beating its cash-positive plan. That story is here →
Working across a hundred-plus business models is the reason I could see what ecommerce specialists missed. Most subscription brands are SaaS businesses wearing an e-commerce costume, and the people who grew up only in e-com don't recognize the costume. I'd spent years on both sides of it.
Most fractional CFOs sit on top of whatever the bookkeeper hands them. I go into the raw data: the Shopify exports, the cohort tables, the 3PL invoices. Partly because that's where the truth lives, and partly because I'm honestly better in the data than in a status meeting. I sit somewhere between financial analyst and CFO, and I stopped apologizing for that when it kept finding money that the org charts said someone else should have found.
The strategy I bring you is only as good as the numbers under it. So I check the numbers personally. That's the whole method.
I'm not your accountant, and I don't want to be. I work alongside your bookkeeper and accountant, not instead of them. I don't do books cleanup, audit coordination, or compliance. If that's the help you need, I'll say so on the first call and point you somewhere good.
Outside the spreadsheets: I cook Lebanese food with unreasonable seriousness, play chess built around isolated queen's pawn positions, and live in Dubai with my wife and two opinionated cats.