Mission
Legend London is in the middle of a rapid scale phase. Our priority is highly profitable growth.
This role exists for one reason: maximise net profit margin while the business triples in revenue.
You will act as the commercial conscience of the business, partnering directly with the founders and the team to ensure every major decision improves long‑term profitability.
Responsibilities
* Own the true P&L of the business by product, country, channel and cohort.
* Identify and eliminate margin leakage across marketing spend (CAC / MER / scaling efficiency), pricing, promotions and discounting, shipping thresholds and international fulfilment, returns and refunds, COGS and supplier economics, and keep operations and admin costs in control.
* Build and maintain commercial models to answer questions such as “If we scale spend here, what happens to net profit?”, “Which products should we push hardest right now?”, and “Which revenue looks good but destroys contribution?”.
* Actively challenge growth decisions that hurt profit.
* Sit in weekly trading, growth and product meetings as a business partner, not a reporter.
* Help the founder make fast, confident decisions with imperfect data.
* Own the quality and accuracy of financial data and reporting.
* Review and oversee the work of the bookkeeper and external accountants.
* Accurate reconciliation between Shopify, payment providers and accounts.
* Clean month‑end close with meaningful management accounts.
* Design controls that scale with revenue, not slow the business down.
What this role is NOT
* Post journals all day.
* Focus purely on compliance.
* Produce reports without influencing decisions.
Who we’re looking for
* 5–10+ years experience in commercial finance.
* Experience in e‑commerce, DTC, retail or consumer brands.
* A background in high‑growth or founder‑led businesses.
* Strong understanding of pricing and promotion mechanics.
* The confidence to challenge founders and senior leaders.
* Comfort working with imperfect data and moving fast.
How you’ll be measured
* Quality and speed of commercial decision‑making.
* Early identification of bad growth.
* Leadership trust in the numbers and insights you provide.
Why join Legend London
* Direct access to the founder and real influence on strategy.
* A fast‑moving, ambitious environment scaling globally.
* The opportunity to own profit, not just report on it.
* A role that can evolve into Finance Director as the business grows.
Package
* Competitive base salary (£80k–£100k depending on experience).
* Performance‑linked bonus tied to profit improvement.
* Long‑term progression as the business scales.
* A culture of humility, respect, and flexibility.
Seniority Level
Executive
Employment Type
Full‑time
Job Function
Finance and Sales
Industries
Retail Apparel and Fashion
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