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 six years at Propeller, Anthony has acted as CFO for over 60 e-commerce startups based across the U.S. at a variety of stages from pre-launch to $250M+ 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.
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. Anthony also served as the CFO and COO at Parade, where he led Finance and Operations, oversaw a roll-out nationwide at Target, and managed the exit and sale of the business to AAI. 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 11 years in London and Sydney, and then spending 10 years in New York City, he is excited to be living in his new home city of Atlanta!
