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Anthony Rosen CFO, Practice Area Lead

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.

Since joining 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 these businesses, advising in areas such as accounting and budgeting, management reporting and KPIs, performance marketing, supply chain, and procurement strategies, and capital fundraising. 

Prior to joining Propeller, Anthony was the CFO at Adore Me, a $100M e-commerce retailer disrupting the women’s intimate apparel space, which 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. 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. He has served as a steering committee member on the NYC CFO Leadership Council.

After living overseas for nearly 11 years in London and Sydney, he is happy to be back home in New York!