Jennifer Whichello, Finance Expert in Seattle, WA, United States
Jennifer Whichello

Finance Expert in Seattle, WA, United States

Member since October 30, 2019
Jennifer is an award-winning finance and operations executive with 13 years of experience scaling fast-growing businesses in the retail, eCommerce, and consumer product spaces. She has extensive experience working on turnarounds, mergers and acquisitions, and startups. As a consultant, she enjoys helping her clients build a strong financial and operational foundation to support growth, increase profitability and cash, and raise capital.
Jennifer is now available for hire

Career Highlights


Case studies

Industry Expertise

  • CAPEX Budgeting & Inventory Management
  • eCommerce
  • Retail & Wholesale

Other Expertise


  • CFO

    2016 - 2019
    • Planned, directed, and managed merger activities including organization restructure, change management and brand synergy, resulting in increased efficiency with $2 million in savings realized.
    • Developed the five-year strategic plan for growth and negotiated expanded debt facilities to support the roadmap. Increased debt facilities by 100% in two years.
    • Navigated the business through transformative change and rapid growth (38%), while contributing to bottom-line profitability through strategic cost-cutting, zero-based budgeting, driving inventory efficiency through KPIs and developing an organizational plan to provide the necessary infrastructure and expertise for continued growth. Reduced overall annual expenditures by 10%.
    • Led digital transformation projects and enterprise-wide system implementations including ERP (MS Dynamics), warehouse management system (Snapfulfil), point-of-sale (Teamwork Retail) and product lifecycle management (Backbone).
    • Created financial projections and other pitch materials for $20-million Series B capital raise.
    • Awarded the CFO of the Year 2019 Award from Virginia Business.
    Focus areas: Financial Planning & Analysis (FP&A), Mergers & Acquisitions (M&A), Accounting, Financial Systems, Financials, Zero-based Budgeting, Inventory, CAPEX, Operations, Human Resources (HR), Distribution, Warehouse Operations, BOARD Reporting, Capital Raising, GAAP, Three Statement Operating Model, Three-statement Modeling, Microsoft Excel, Microsoft Dynamics, Merger Integration, Retail & Wholesale, eCommerce, Month-end Processes, Inventory Planning, Capex Budgeting & Inventory Management
  • CFO

    2016 - 2016
    • Directed all financial planning and reporting, capital investment decisions, internal controls, and audit preparation.
    • Implemented organizational design plans, compensation structure changes, and HR strategy.
    • Implemented best practices across accounting, HR, operations, and sales functions to ensure compliance and operational efficiencies.
    • Built and managed the financial model with a detailed cash flow projection by week resulting in increased working capital management and leadership visibility.
    • Negotiated terms and rates with vendors and lenders leading to better working capital management and greater discounts.
    Focus areas: Financial Planning & Analysis (FP&A), Debt Raises, Accounting, Audits, Budgeting, Three Statement Operating Model, Financial Modeling, Capital Raising, NetSuite, Microsoft Excel, Retail & Wholesale, eCommerce, GAAP, Three-statement Modeling, Inventory Management, Operations, Month-end Processes, Capex Budgeting & Inventory Management
  • VP, Finance and Operations

    2012 - 2016
    Turnbull & Asser
    • Directed the North American operations including retail operations, marketing and PR, buying and merchandising, IT, eCommerce, finance, and human resources.
    • Transformed a loss-generating business into a profitable, cash positive organization within the first six months by improving inventory efficiency, increasing gross margin, and growing sales through performance-based incentives and customer acquisition initiatives.
    • Launched the eCommerce for the North American market and produced 75% growth in the second year.
    • Managed multiple capital projects including SAP implementation, store builds and point-of-sale systems upgrade.
    • Directed all inventory procurement from planning to buying, resulting in a 15% increase in blended margins and a 40% improvement in inventory turn rates.
    Focus areas: Strategy, Growth Strategy, Finance Reports, Accounting, Financial Planning & Analysis (FP&A), Capex Budgeting & Inventory Management, Inventory Cost Accounting, SAP, Retail & Wholesale, eCommerce, Zero-based Budgeting, GAAP, BOARD Reporting, Operations, Three-statement Modeling, Month-end Processes, Inventory Planning
  • CFO

    2011 - 2012
    Nydes-Spurr Group, LLC
    • Designed, developed, and managed all financial statements, cash flow projections, financial models and sales projections resulting in better financial management.
    • Negotiated contracts and terms with distributors, vendors, lenders, and factoring partners leading to more stable working capital.
    • Designated by the board and investors to lead and manage corporate restructuring activities and divestiture.
    • Directed the liquidation of all assets, including inventory.
    • Actively participated in the capital raise, meeting with prospective investors and presenting the company's strategic plan.
    Focus areas: Divestiture Planning, Financials, Cash Flow, Inventory Management, Retail & Wholesale, eCommerce, Zero-based Budgeting, Accounting, Financial Reports, QuickBooks Online, GAAP, Audits, Month-end Processes, Capex Budgeting & Inventory Management
  • General Manager

    2010 - 2011
    Holistic Pet Source
    • Provided leadership, instruction, and supervision for all employees including those in human resources, finance, sales, customer service, buying, warehouse, and distribution.
    • Implemented inventory management and procurement controls including weekly on-hand and turn analysis, cycle counts, physical inventory procedures, with a result of a decrease to 1% and a 150% improvement in inventory turn.
    • Identified product opportunities and negotiated distribution rights with new vendors, leading to increased product offerings by 100%.
    • Recruited, developed, and managed the sales team, which generated increased sales of 78% over the prior year.
    • Expanded operations from five to nine states resulting in a 35% increase in inventory within 12 months.
    Focus areas: General Management, Strategy, Human Resources (HR), Financial Planning & Analysis (FP&A), Inventory Management, Operations, Zero-based Budgeting, Retail & Wholesale, QuickBooks Online, Month-end Processes, Inventory Planning, Capex Budgeting & Inventory Management
  • VP, Finance and Operations

    2007 - 2010
    Crypto, Inc.
    • Led cross-functional operations and finance teams – accounting, HR, IT, warehousing, and distribution.
    • Developed and presented all financial statements, cash flow projections, financial models, sales projections, and inventory margin and turn plans.
    • Directed all capital investment decisions including real estate leases, store builds, website relaunch, and IT investment.
    • Managed the redesign and development of the eCommerce site,, including, the RFP process, negotiation and procurement, and project management activities.
    • Developed and implemented all HR policies and procedures, recruiting activities, and development/training plans for 180 employees across 15 work locations in five states. My efforts resulted in a 186% increase in sales, expansion from seven stores to 16, 55% growth in eCommerce sales, and national brand growth with retail locations on the east and west coasts.
    • Awarded Inc 500 List recognition and EY Entrepreneur of the Year.
    Focus areas: Financial Planning & Analysis (FP&A), Budgeting, Cash Flow, CAPEX, Debt, Audits, Accounting, Operations, Human Resources (HR), Inventory Management, Strategy, Microsoft Excel, Retail & Wholesale, eCommerce, Microsoft Dynamics, Accounts, Financial Reports, Zero-based Budgeting, GAAP, Auditing, Business Operations, Three-statement Modeling, Month-end Processes, Inventory Planning, Capex Budgeting & Inventory Management
  • Consultant

    2003 - 2004
    Optimos, Inc.
    • Actively participated in all systems development life cycle activities—requirements gathering, gap analysis, functional design, and reports.
    • Managed the development resources, quality assurance, UAT, and end-user training and support.
    • Developed and documented business and accounting processes to improve cash management and funds control.
    • Designed custom accounting, reconciliation, and budget status reports using Crystal Reports software.
    • Established methods to ensure separation of duties and critical audit controls.
    Focus areas: Management Consulting, Analytics, PeopleSoft, PeopleSoft ERP Application, Accounting, GAAP Compliance
  • Consultant

    2001 - 2003
    • Worked as part of the Accenture Enterprise Resource Planning Group.
    • Collaborated with the client to analyze current business processes and accounting operations.
    • Proposed solutions to improve internal controls and minimize risk.
    • Developed user training materials conducted training and provided on-site post-implementation support.
    • Was recognized as an Accenture Asset Management subject-matter expert.
    Focus areas: Management Consulting, People Management, PeopleSoft ERP Application, Analysis, Project Lifecycle


  • Certificate in CFO Leadership
    2018 - 2018
    The Wharton School of the University of Pennsylvania - Philadelphia, PA, USA
  • Master of Business Administration (MBA) degree in Business Administration
    2004 - 2006
    The George Washington University - Washington, DC, USA
  • Bachelor's degree in Accounting and Information Systems
    1998 - 2001
    Virginia Polytechnic Institute and State University - Blacksburg, VA, USA

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