About

Greg Faustini is a finance and operations leader specializing in high-growth eCommerce companies in the $5–$50M revenue range. As the founder of Proper Growth, Greg partners directly with founders as a CFO and operations advisor, helping them move from reactive decision-making to structured, data-driven growth. His work focuses on building durable financial systems that support scale, cash efficiency, and long-term value creation.  With a background in accounting and formal training in finance and financial modeling, Greg brings institutional-grade rigor to founder-led businesses. He is known for translating complex financial signals into practical operating decisions, enabling founders to scale confidently while maintaining control over margins, cash flow, and execution. How Greg Can Help: 1. Act as a fractional CFO for $5–$50M eCommerce brands, with deep experience in consumer and apparel businesses 2. Build financial models to support growth and operational decision making 3. Improve cash flow, unit economics, and margin structure 4. Install scalable operating and reporting systems 5. Advise founders on disciplined, profitable scaling strategies grounded in operational reality 6. Mentor and advise accountants and FP&A professionals transitioning into broader finance and executive leadership roles 7. Diagnose and fix inventory forecasting, demand planning, and stock-risk issues 8. Help navigate athlete and celebrity ambassador collaborations, royalty structures, and licensing opportunities