Episode 12
Weathering tariff risks: Richie Mashiko’s framework for lean, resilient CPG brands
Episode summary
Host Erik Zhou, CAO at Brex, sits down with Richie Mashiko, Fractional CFO, to unpack the financial complexities of running high-growth e-commerce and CPG brands. From measuring the right things to navigating ad spend, pricing strategies, and fragile supply chains amidst tariffs, Richie offers a unique operator’s perspective on what it takes to drive sustainable growth in today’s market.
Show notes
Richie's background and early ventures [00:51]
Basic e-commerce business strategies [05:04]
Impact of tariffs on e-commerce [08:18]
Managing margins and operational costs [19:23]
Capital structure and financing challenges [25:55]
Future outlook for e-commerce brands [31:11]
Finance leaders are fun too! [34:55]
Guest bio
Fractional CFO, Iris Finance
Richie Mashiko is currently the Head of Beacon at Iris Finance. As Head of Beacon, Richie serves as a fractional CFO to 8-12 ecommerce brands at any given time. These brands do anywhere from $5 to $500M in revenue and span from apparel to cosmetics to food and beverage. Before Iris, Richie was the Head of Growth and Head of Finance at a digitally native brand called She's Birdie, where he oversaw growth from $0 to $25M in revenue.
