VP of Finance

About Sunday

Sunday is on a mission to empower everyone to care for their little plot of land. The simple act of getting outside, getting your hands dirty, and caring for your home is more than it seems. It's a reconnection to something written in our DNA, and it's at the core of us working together toward a better planet.

We're bringing safer, science-backed products and personalized, data-driven guidance to the American yard. Our in-house R&D team builds the products. The largest soil database ever created, along with Sunny, our AI yard companion, tailors a plan to every home.

In 2024 we helped our one millionth customer. Today Sunday offers 75+ products across lawn, garden, pest control, and pet, sold online and in about 7,000 stores nationwide, including Home Depot, Walmart, Target, and Costco. On any spring weekend, roughly 750 people are out in their yard using Sunday at any given moment. Sunday is becoming a household name, and we're making a dent.

Objective: 

The VP of Finance will work closely with the leadership team to drive financial and strategic leadership across our business. This role will own our FP&A function, ensuring a scalable approach to monthly budgeting, long-term planning, strategic corporate finance, and financial operations. A core focus of this role is disciplined cash management and driving the business toward its EBITDA targets; building the forecasting rigor, cost discipline, and financial visibility needed to hit our profitability goals while funding continued growth and retail expansion.

The role will involve providing key financial insights, budgetary guidance, and decision-making support to the highest levels of the organization. The individual will help direct the Strategic Plan and Monthly Forecast Updates. You will proactively identify business opportunities and recommend actions to mitigate risks.

Strong capabilities to work across the organization will be an integral part of this role. Intellectual horsepower and top-notch financial skills are crucial in this role; and the individual must be comfortable in a fluid environment and be adaptable to change.

As an executive in the business, you are expected to drive long term, cross-functional strategy, offer subject matter expertise across levels, and lead your department to high performance. 

Responsibilities:

• Responsible for overseeing and refining Sunday’s financial model in partnership with internal cross-functional teams, including building the scenario-based EBITDA and cash flow models used to guide company strategy
• Own the Financial Management of key financial processes, including but not limited to forecasting, budget planning, performance reporting, and others
• Build and maintain a rolling 13-week cash flow forecast and longer-term cash runway model, providing early visibility into funding needs and cash risk
• Own the EBITDA model and bridge tracking performance against target, identifying and quantifying the drivers of variance, and modeling the impact of strategic and operational decisions on profitability
• Own the financial metrics and reporting package shared with investors, lenders, and the Board of Directors, ensuring accuracy, consistency, and timely delivery
• Lead capital and treasury strategy, including renewing and restructuring debt facilities, raising capital, and supporting the company through a potential exit or liquidity event
• Partner with the commercial team to drive disciplined capital allocation decisions, including trade-offs across business segments
• Support the monthly performance reporting activities including timely and insightful commentary on performance compared to the prior year and to estimates, with a focus on progress against EBITDA targets
• Analyze daily/weekly/monthly sales performance, highlighting material variances to expectation and resulting actions required. This includes defining, refining, and interpreting the financial impact of KPIs
• Support creation and refinement of Gross Margin analysis tools, clearly understanding COGS, variances, and defining the impact Price, Volume and Product Mix
• Evaluate current systems and processes and recommend appropriate changes to enhance the monthly forecast process
• Partner with accounting team, oversee daily, weekly, monthly accounting and bookkeeping processes and ensure that our financial reporting is done in an accurate and timely manner
• Own Sunday's working capital and cash management strategy. Modeling the cash conversion cycle, managing liquidity and banking relationships, and working with vendors to optimize payment terms and cash efficiency
• Optimize Selling, General, & Administrative spend through strategic and analytical evaluation of current spend, identification of improvements and efficiencies and execution of activities to improve return on investment and EBITDA contribution
• Identify future opportunities and/or issues, and articulate strong and clear positions based on sound judgment, and the balance of both short-term and longer-term impact.
• Partner with all members of the senior management team and other company leadership on assessing and analyzing critical business decisions
• Work cross functionally with other departments within the company on various projects

Management Responsibilities:

• Daily management of the Assistant Controller and Sr. FP&A Analyst
• Meet with each of your reports to create action plans, check-in on project/performance, and discuss opportunities for improvement.
• Ensure that your reports have the resources that they need to constantly innovative the standards and processes
• Coach and manage your team through technical obstacles, and provide direction for improvement
• Have a deep understanding of your reports focus areas and enable them to push through technical and communication obstacles 
• Advise people managers on strategies to advance their teams and cultivate their development as leaders
• Implement processes and systems that scale and support a high-functioning financial department 
• Provide oversight and support into hiring decisions for your department 
• Support of the teams:
  • Have the flexibility to seek out, study, and implement new leadership initiatives within the team.
  • Implement a culture where more routine feedback is embraced. 

Functional Competencies:

• 8+ years of experience in finance/accounting
• Deep knowledge of the subscription, ecommerce, and CPG industries and the intricacies of these industries from a financial perspective
• Direct experience with debt financing, capital raises, or transaction processes such as an exit or M&A.
• Comfort with the startup environment - you are able to adapt and change directions quickly while supporting your team in transitions
• Excellent proficiency in Microsoft Excel, Looker, and Sunday’s data technology stack
• Key characteristics: detail-oriented, assiduous, drive for results, passionate, positive, collaborative, curious, flexible, and empathetic
• Ability to prioritize and drive many projects simultaneously with sense of urgency
• Roll up the sleeves, positive, can-do spirit! You look forward to being part of a small, scrappy team and are willing to pitch in with whatever needs to get done
• Undergraduate Degree in Accounting, Finance or Economics

 

Competencies:

• Communication & Collaboration
• Execution & Results
• Vision & Direction
• Influence
• Inspirational Leadership
• Build Talent & Develop People 

As a company rooted in nature, we deeply understand the benefits of diversity. We work to build a culture that attracts a diverse mix of talented people to help us bring lawn care out of the dark ages. We are committed to building a diverse, vibrant team that brings determination and passion to our work everyday.