As CFO, Anthony Rosen brings to Propeller a significant amount of global experience and a unique background in finance, operations, and strategy. He has held senior management and advisory roles across a number of industries, with a specific focus on direct-to-consumer (DTC) businesses.
During his five years at Propeller, Anthony has acted as CFO for over 50 e-commerce startups based across the U.S. at a variety of stages from pre-launch to $100M+ and is the head of the E-commerce Practice Area. Having worked in the e-commerce space since 2015, Anthony has also helped several digitally native clients pursue an omnichannel strategy. He enjoys a hands-on approach when working with clients and has helped raise over $500M in equity and debt funding. Anthony works closely with founders and leadership teams to drive and grow their businesses, advising in areas such as accounting and budgeting, management reporting and KPIs, benchmarking, strategic finance, performance marketing, supply chain and procurement strategies, and capital fundraising.
Previously, Anthony acted as CFO and interim COO at Parade, an e-commerce intimates retailer based in NY. In this role he led the finance & accounting function while also overseeing operations & logistics, customer service and business development, including the launch and roll-out in 500 Target stores nationwide. Anthony implemented extensive margin and cost savings initiatives, led debt and equity funraises and oversaw the M&A process that resulted in a sale to a strategic in 2023.
Anthony spent three years as the CFO at Adore Me, a $200M e-commerce retailer disrupting the women’s intimate apparel space. The company was ranked in Inc.‘s annual “5000 List” and Crain’s New York Business as one of the fastest-growing companies in the U.S that was sold to Victoria’s Secret. There he was involved in fundraising and capital strategy, while also acting as head of HR, tax, audit and legal. Before that, he had 15 years of experience in consulting and private equity with firms such as Deloitte, Alvarez & Marsal, and Cerberus Capital in the UK, U.S., and Australia.
Anthony received a BA in Economics from Cornell University (in his hometown of Ithaca) and a Master’s in Finance from London Business School. After living overseas for nearly 11 years in London and Sydney, he is happy to be back home in New York!