Keto Chow is a family-founded nutrition company based in Draper, Utah, built around the idea that low-carb living should be simpler, more sustainable, and more enjoyable. The company creates low-carb meal-replacement shakes, electrolytes, and related products for people who want convenient, nutritionally complete food that fits a ketogenic or low-carb lifestyle. Keto Chow began with Chris and Miriam Bair's personal experience with keto and grew from a family experiment into a community-focused food and nutrition brand. Each Keto Chow meal-replacement shake is designed to be nutritionally complete; high in protein, high in healthy fats, low in carbohydrates, and built around real, transparent nutrition for busy people. The brand's public-facing message emphasizes taste, convenience, nutritional transparency, and making keto easier for real people with full lives. The business is growing across direct-to-consumer e-commerce, subscriptions, Amazon, wholesale, retail opportunities, product innovation, and SALTT, its rapidly growing electrolyte product line. SALTT competes in the high-end, full-potency electrolyte category, where Keto Chow believes its balance, potency, and flavor meaningfully outperform better-known competitors. You can learn more at ketochow.xyz and saltt.com

Location

• Draper, UT; regular on-site leadership presence expected; hybrid flexibility TBD

Schedule

• Business hours with flexibility as needed

Compensation

• Competitive base salary plus performance-based incentive opportunity

Background

• Background and reference checks required

Role Overview

This is an in-person role at our Draper, Utah office. There is some flexibility for work location but this is primarily in-person and not remote.

Keto Chow is seeking a Chief Financial Officer to lead financial strategy, forecasting, reporting, budgeting, cash management, profitability analysis, channel economics, and strategic decision support across the business; while also owning legal and compliance matters and providing oversight of the HR function.

This is a senior finance role for someone who is both strategic and practical. The right person translates complex business questions into clear financial models, useful recommendations, and better operating decisions, and is comfortable being the company's go-to leader for finance, legal/compliance, and HR administration so the owners are not pulled into those details.

The ideal candidate is analytical, commercially minded, low ego, and comfortable inside a founder-led, product-based company. This person should empower leaders with better financial insight rather than create unnecessary bureaucracy or control departments through rigid budget limits. Above all, the CFO is expected to be self-directed: identifying most of their own work rather than waiting to be told what to do.

Why This Role Matters

• Gives the owners clearer financial visibility without requiring them to stay involved in every financial detail.
• Removes legal, compliance, regulatory, and HR-administration burdens from the owners by giving these areas a single accountable leader.
• Builds a repeatable financial operating rhythm for forecasting, reporting, cash planning, budgeting, and decision support.
• Helps leadership evaluate growth opportunities across Direct-to-consumer, Amazon, wholesale, and future channels.
• Connects financial decisions to total revenue, total profit, profit percentage, contribution margin, cash flow, and long-term enterprise value.
• Creates stronger financial clarity so the company can grow wisely while preserving founder-led culture and customer trust.

Key Responsibilities

1. Executive Financial Leadership & Owner Partnership

• Serve as the senior financial partner to the owners and leadership team.
• Translate financial data into clear recommendations, tradeoffs, risks, and next steps.
• Build reporting and decision frameworks that reduce owner dependency while preserving owner visibility and control.
• Support leadership conversations around growth, profitability, cash, hiring, compensation, capital allocation, and long-term business value.
• Operate as a self-directed leader who identifies most of their own priorities and work, receiving occasional direction from the owners rather than a steady stream of assigned tasks.
• Maintain strict confidentiality around owner-level financial information, compensation, banking, tax planning, legal-adjacent matters, and strategic plans.

2. Financial Strategy, Forecasting & Business Modeling

• Build and maintain financial models that connect revenue, gross margin, contribution margin, operating expenses, marketing spend, inventory, cash flow, and net profit.
• Create rolling forecasts and scenario models so leadership can see where the business is trending before decisions become urgent.
• Model best-case, expected-case, and downside-case outcomes for major decisions, including marketing scale, product launches, wholesale expansion, retail opportunities, and new brand investment.
• Help leadership understand the relationship between growth, cash cycle, inventory, margin, total profit, and enterprise value.

3. Budgeting, Profitability & Incentive Alignment

• Lead budgeting as a practical business equation, not as a rigid control mechanism.
• Partner with department leaders to connect budgets to revenue targets, contribution margin, cash impact, payback period, and strategic priorities.
• Analyze total revenue, total profit, profit percentage, product-level profitability, channel-level profitability, and operating margin.
• Help design incentive models that support healthy growth, total company performance, profitability, and long-term value creation — rewarding total profit and total revenue contribution rather than over-optimizing for profit percentage alone.
• Avoid over-optimizing for one metric when the better business outcome requires balancing growth, profit, cash, and risk.

4. Marketing Finance, CAC/LTV & Channel Economics

• Partner with marketing and growth leaders on customer acquisition cost (CAC), CPA, lifetime value (LTV), payback period, subscription economics, retention, and customer acquisition performance.
• Build financial visibility across direct-to-consumer e-commerce, subscriptions, Amazon, wholesale, distributor relationships, and other future channels.
• Evaluate whether campaigns are creating profitable customers, improving LTV, strengthening repeat-purchase behavior, and supporting sustainable scale.
• Help leadership understand the true economics of DTC, Amazon, wholesale, distributor, reseller, and promotional channels after fees, freight, discounts, chargebacks, and working-capital impact.

5. Multi-Brand Finance, SALTT & Strategic Optionality

• Build financial reporting and decision support across Keto Chow, SALTT, and future product or brand opportunities.
• Create brand-level and channel-level P&Ls so leadership can see which products, channels, and brands are creating real value.
• Support financial planning for SALTT growth, including channel mix, customer acquisition, inventory needs, cash impact, margin structure, and market differentiation in a highly competitive electrolyte category.
• Provide financial analysis for major strategic opportunities, including partnerships, acquisitions, divestitures, financing decisions, or other significant business transactions when assigned.
• Support M&A readiness, valuation framing, and strategic optionality; including helping leadership understand acquisition windows and timing; without pushing the owners toward a transaction unless the math, timing, risk, and owner priorities support it.

6. Legal, Compliance & Regulatory Oversight

• Own and coordinate the company's legal and compliance function, serving as the primary point of contact for legal, regulatory, and compliance questions across the business.
• Manage trademark and intellectual-property matters, including registering and maintaining trademarks and coordinating with outside IP counsel.
• Serve as the go-to resource for FDA and product-labeling requirements, supplement-facts and ingredient compliance, and other food/nutrition regulatory obligations.
• Own tax and audit matters as the company's primary contact, coordinating outside CPAs, tax advisors, and auditors.
• Manage compliance for international and cross-border selling, including the requirements that come with expanding into new markets and channels.
• Oversee contracts, vendor and wholesale agreements, certificates of insurance, distributor and reseller paperwork, and other legal-adjacent documentation.
• Coordinate outside legal counsel, regulatory consultants, and advisors as needed, escalating only matters that genuinely require owner decision-making.

7. HR Oversight, Payroll & Benefits

• Provide overall oversight of the HR department and its administration, taking ultimate accountability for the function.
• Own payroll administration and payroll-tax coordination, including building toward a structure where day-to-day payroll is run by an HR team member under the CFO's oversight.
• Oversee benefits administration, including medical, dental, and other employee-benefit programs.
• Own administration of the company's 401(k) and other retirement-plan programs, profit-sharing, and any related owner/advisor-directed plans.
• Oversee onboarding, offboarding, employee records, HRIS systems, and HR compliance, partnering with outside advisors and providers as needed.
• Escalate sensitive compensation, disciplinary, legal, or compliance matters to the owners where owner decision-making is required.

8. Accounting, Controls, Cash & Advisor Coordination

• Lead or oversee accounting operations, monthly close, financial statements, reconciliations, internal controls, vendor payment processes, and expense review.
• Own cash visibility, cash planning, and cash forecasting across payroll, inventory, taxes, marketing spend, owner distributions, and major operating needs.
• Evaluate inventory, COGS, manufacturing costs, packaging, freight, fulfillment, product samples, product launches, and working-capital needs.
• Coordinate with outside CPAs, tax advisors, legal counsel, banking partners, insurance partners, payroll providers, retirement-plan advisors, and other professional service providers as needed.
• Support tax planning, sales-tax visibility, financial compliance, banking relationships, and major financial deadlines.

Required Qualifications

• 10+ years of progressive finance, accounting, FP&A, controller, VP Finance, CFO, or related senior financial leadership experience.
• Experience leading finance in a product-based business, consumer brand, e-commerce business, subscription business, CPG company, food/nutrition company, supplement company, or similar environment.
• Strong financial modeling skills, including forecasting, scenario planning, cash flow modeling, margin analysis, customer acquisition economics, inventory planning, and profitability analysis.
• Strong understanding of CAC, CPA, LTV, contribution margin, payback period, subscription performance, repeat-purchase behavior, and marketing finance.
• Experience with channel economics across DTC, Amazon, wholesale, or reseller channels.
• Demonstrated ownership of, or close partnership with, legal, compliance, and regulatory matters; including contracts, trademarks/IP, tax and audit coordination, and product or industry regulatory requirements.
• Experience overseeing or closely partnering with an HR function, including payroll, benefits, and retirement-plan (e.g., 401(k)) administration.
• Ability to evaluate both total profit and profit percentage without over-optimizing for one metric at the expense of the overall business.
• Strong understanding of accounting operations, financial statements, monthly close, internal controls, tax coordination, vendor management, and advisor coordination.
• A self-starting, self-directed working style with proven ability to identify and prioritize their own work in an entrepreneurial environment.
• Experience partnering directly with owners, founders, operators, marketers, product leaders, and department heads.
• High discretion, sound judgment, and proven ability to handle confidential financial, compensation, legal-adjacent, banking, and owner-level information.

Preferred Qualifications

• CPA, CMA, MBA, or equivalent advanced finance/accounting experience preferred.
• Prior CFO, VP Finance, or senior finance leadership experience in a founder-led or privately held company.
• Experience with Shopify, Amazon Seller or Vendor tools, subscription platforms, ERP/accounting systems, inventory systems, forecasting tools, or BI dashboards.
• Experience in food, nutrition, electrolytes, wellness, meal replacement, keto, low-carb, or consumer packaged goods.
• Familiarity with FDA labeling, supplement-facts requirements, trademark/IP registration, sales-tax/nexus issues, and international or cross-border selling compliance.
• Experience with inventory-heavy growth, manufacturing partners, COGS analysis, landed cost, freight, fulfillment, and working-capital planning.
• Experience with M&A readiness, transaction support, due diligence, data rooms, quality of earnings, financing, or strategic buyer conversations.
• Experience supporting multi-brand companies or companies with multiple product lines and channels.

Ideal Working Style

• Self-directed: independently self-motivated and actively looking for work that needs doing; determines most of their own tasks and only occasionally receives direction from the owners.
• Empowering: helps department leaders understand the financial math behind decisions instead of taking over their work.
• Commercial: understands that finance should support healthy growth, not simply report historical results or restrict spending.
• Clear: explains complicated financial, legal, and compliance issues in plain language and focuses on decisions, risks, and next steps.
• Disciplined: protects cash, margins, data, controls, compliance, and long-term business value.
• Curious: asks good questions about customers, channels, products, operations, marketing, and growth opportunities.
• Flexible: can operate in a growing, entrepreneurial environment where priorities evolve and perfect data is not always available.
• Trustworthy: handles sensitive information with discretion and professionalism at all times.

This Role Is a Strong Fit For Someone Who...

• Enjoys building financial structure in a growing, founder-led company.
• Wants to own finance, legal/compliance, and HR oversight so the owners can step back from those areas.
• Is self-directed and energized by finding the work that needs doing rather than waiting to be assigned tasks.
• Can partner with marketing, operations, product, and ownership without trying to control every decision.
• Understands e-commerce, Amazon, subscriptions, product margins, inventory, wholesale, and customer acquisition economics.
• Can balance growth, profitability, cash flow, risk, and long-term business value.
• Can build a model before giving an opinion and can explain the assumptions behind the recommendation.
• Likes working close to the business, not only inside spreadsheets.

This Role Is Probably Not a Fit For Someone Who...

• Wants to operate as the CEO rather than the CFO.
• Needs a steady stream of assigned tasks and is uncomfortable determining their own priorities.
• Uses budgets mainly as a control mechanism instead of a decision-making tool.
• Focuses only on cutting costs or preserving profit percentage without understanding growth economics.
• Does not understand CAC, LTV, contribution margin, channel profitability, product margin, or inventory-driven cash needs.
• Is unwilling to own legal, compliance, regulatory, or HR-administration responsibilities.
• Needs heavy corporate structure or rigid processes to be effective.
• Overcomplicates financial reporting or struggles to communicate clearly with non-finance leaders.
• Is uncomfortable with founder-led decision-making, values-based priorities, or a high-trust company culture.

Background Check & Confidentiality Requirement

This role will involve access to sensitive financial information, banking information, compensation details, payroll information, tax planning, legal-adjacent matters, strategic plans, and company data. A background check, reference checks, and a confidentiality agreement will be required before hire. The candidate must provide written authorization before any background check is conducted.

Success in This Role

Success means Keto Chow has a trusted financial leader who provides clear visibility, useful reporting, stronger forecasting, better cash planning, and practical decision support across the business; while also owning legal/compliance and HR oversight so the owners receive fewer routine interruptions and can delegate these areas with confidence.

• The owners and leadership team have a clear view of revenue, margin, profit, cash, inventory, marketing spend, and channel performance.
• Budgeting becomes a practical business equation that supports smart growth and clear tradeoff decisions.
• Marketing and growth decisions are supported by clear CAC, LTV, payback, contribution margin, and channel economics.
• Keto Chow, SALTT, and future product or brand opportunities have stronger financial visibility and better operating metrics.
• Legal, compliance, trademark, FDA/labeling, tax, audit, and international-selling matters are owned and handled without landing on the owners' plates.
• Payroll, benefits, 401(k), and HR administration are fully offloaded from the owners and run reliably under the CFO's oversight.
• The accounting and finance function is accurate, timely, organized, and useful for decision-making.
• Major decisions are supported by clear models, thoughtful recommendations, and a realistic view of risks and upside.
• The CFO is trusted by the owners, respected by the leadership team, and known for bringing clarity, discipline, and calm judgment to the business.

First 30 / 60 / 90 Days

First 30 Days: Learn the Business & the Numbers

• Learn Keto Chow and SALTT's products, customers, channels, company mission, key team members, and owner-support expectations.
• Get oriented on current financials, reporting, cash position, accounting operations, and the existing close process.
• Map the current state of legal, compliance, trademark, FDA/labeling, tax, audit, and international-selling matters.
• Map the current state of HR, payroll, benefits, and 401(k)/retirement-plan administration and how each is handled today.

First 60 Days: Build the Operating Rhythm

• Stand up or refine rolling forecasts, scenario models, and a repeatable reporting cadence for the owners.
• Begin taking ownership of legal/compliance coordination and HR oversight, including payroll, benefits, and retirement-plan administration.
• Build brand-level and channel-level visibility across Direct-to-concumer, Amazon, and wholesale.
• Identify the highest-value priorities independently and align them with the owners.

First 90 Days: Become the Trusted Owner of Finance, Legal & HR Oversight

• Operate as the default owner of finance, legal/compliance, and HR oversight, escalating only true owner-level decisions.
• Fully offload payroll, benefits, and 401(k) administration from the owners under a reliable, documented structure.
• Provide clear forecasting, cash planning, profitability analysis, and channel economics to support growth decisions.
• Proactively identify gaps and opportunities and bring forward practical recommendations without waiting to be asked.

Equal Opportunity Statement

Keto Chow is an equal opportunity employer. Employment decisions are based on qualifications, merit, business needs, and alignment with the requirements of the role.