I've sat in the founder's chair.
I've spent twenty years in the CFO's.
Most founders don't want to look at the numbers. I make sure they don't have to look away.
The background.
Twenty years in senior finance roles across a $750M portfolio. I've built and scaled a CPG company of my own — with Target and Birchbox partnerships, 50,000-unit purchase orders, B Corp certification, and eight years with zero recalls. MBA, General Management. Board advisory roles across growth-stage companies.
That combination — the CFO's chair and the founder's chair — is how I read a P&L, a forecast, and a founder in the same breath.
Strategic Finance for Founders.
I help founders move from daily operations to high-level leadership. I combine the technical rigor of two decades in finance with the ability to lead hard conversations and manage investor relations. I bring stability to the numbers and the boardroom.
How I Help
I’ve Lived the Scale: I built my own CPG brand to national retail — Target partnerships, 50,000-unit purchase orders, B Corp certified. I know what a capital strategy for a major retailer rollout actually requires because I've executed one. That experience is what I bring to every founder navigating the same leap.
I Bring Institutional Rigor: I've managed a cumulative $750M portfolio and implemented fiscal frameworks inside global institutions. That same standard — data-backed reporting, internal controls, and financial architecture built for board-level confidence — is what I bring to growth-stage companies.
I Build the Roadmap: I align your strategic vision with a financial engine that can actually support it. That means overhauling P&Ls, modernizing controls, and building the forward-looking model that tells you where the business is going — not just where it has been.
Where You Are
The "Retail-Ready" Anxiety: You've landed a national contract with a major retailer, but you're staring at a 50,000-unit purchase order without a capital strategy to fund it. The win is real. The gap between the win and the cash to execute it is where brands fail.
The Governance Gap: You have investors and board members demanding $100M-level transparency, but your financials were built for a company half your current size. The reporting that got you here won't get you through the next raise.
The Operational Friction: Your product vision and your P&L are living in different realities. Growth is happening, but margins are shrinking. The architecture underneath the business hasn't kept pace with the business itself.
Build for the next stage.
From Advisory to Architecture
Most $5M–$50M founders reach a tipping point where they have outgrown their bookkeeper and cannot yet justify the cost of a full-time CFO.
Over twenty years as a Principal and board advisor, I've watched this gap cost founders their margins — and eventually their equity — to unmanaged complexity.
I founded Endure CFO Labs to close that gap.
We provide the financial architecture I've implemented for enterprise organizations — applied to the scale and speed of a growth-stage company. Clean books, forward-looking reporting, and strategic oversight. Built for the $5M–$50M stage. Without the $400k overhead.
We protect the foundation, so you can lead the brand.
Frequently asked questions
Who is this right for?
Founders and CEOs of companies between $5M and $50M in revenue who have outgrown their bookkeeper, are not ready for a full-time CFO, and need financial clarity to make the next decision confidently.
What is the difference between a bookkeeper, a controller, and a fractional CFO?
A bookkeeper records transactions. A controller closes the books and ensures accuracy. A fractional CFO reads what the numbers mean, connects them to the company's strategy, and tells you what to do about it. All three functions matter. Most growth-stage companies only have the first.
How quickly do engagements start?
The 30-Day Audit can typically begin within two weeks of intake. Ongoing retainer availability depends on current capacity. Reach out directly to confirm timing.
Do you work with companies outside of CPG?
Yes. CPG is a primary vertical — and one where I have deep operational credibility as both a CFO and a founder. But I have worked across technology, non-profit, and services sectors. The financial architecture is the same. The industry context changes.
What does a monthly retainer actually include?
Scope varies by engagement tier. At minimum: a clean monthly close, accurate financial statements, and a strategic review of what the numbers indicate. Executive Partnership engagements include board prep, investor support, and direct principal access. Scope is defined in writing at engagement start.
Is this a long-term commitment?
No. Project engagements — including the 30-Day Audit — are scoped for a defined deliverable. Retainer agreements include standard notice periods. I earn continued engagement by delivering work worth continuing.
How do I get started?
Start with the 30-Day Audit at Endure CFO Labs. It is the fastest way to understand your current financial position and where the work begins. Or reach out directly using the form below.
The financial architecture is the work.
If you are past $5M and outgrowing your current finance function, Endure CFO Labs is where the engagement begins.
Start the conversation.
The first step is understanding where you stand. Use this form to reach out directly.
sherelle@sherellereed.com
© Sherelle M Reed LLC 2026. All rights reserved.
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