Matt Putra

Fractional CFO | Helping eCom Brands Find Their 8 or 9 Figure Exit | Helping ventures from Seed to Series B

Your CFO/Coach/Board Member is wrong. Profitability isn't math problem. 

It's an alignment and communication problem.

Most CFOs try to fix profitability by staring at spreadsheets. I fix profitability by breaking down silos.

For $10M–$200M eCom & CPG brands, profit leaks rarely happen because of "bad math." They happen because Demand, Supply, and Finance are operating in different realities.

When these three teams aren't in lock-step, you get:
- Inventory Bloat: Buying stock you can’t sell.
- Margin Compression: Selling stock you can’t afford to discount.
- Opex Creep: people need tools, more people, more subscriptions...
- Cash Crunches: Surprises that kill growth. POs that shouldn't have been cut. 
- and more

How We Fix It:
I install a proprietary operating system called X&OP™ (Cross-Functional Execution and Ops Planning).

We don't simply forecast; we engineer synchronization. We deploy the Cash-Validated Procurement Gate™, ensuring that every operational decision—from ad spend to inventory POs—is vetted against a unified cash and margin model.

The Outcomes (Real Client Data):
- Optimization: $2MM cash freed up in inventory (10% reduction)
- Efficiency: From -$7MM profit to +$3.5MM, gross margin up 10%
- Precision: 94% forecast accuracy over 14 months
- *Valuation: Client acquired for 25x ebitda (yes, really). Another for 3x revenue.

My Promise:
I am so confident in the power of alignment that I guarantee results. 

🎙️ Host of "How Do I?" — interviewing CEOs scaling from operators to architects.

* Both were omni-channel brands.

Co Owner, CFO/COO

Antonio Zivanovic

ElektraFi

🚀 Building the Future of Financial Well-Being

As the Founder & CEO of ElektraFi, I lead our mission-driven fintech that empowers organizations to improve the financial well-being of their employees. Our B2B2C SaaS platform integrates personal finance, benefits optimization, and financial education into one seamless experience—helping employees make smarter financial decisions while enabling employers to drive engagement, productivity, and retention.

Key Responsibilities:
✅ Vision & Strategy: Define and execute ElektraFi’s long-term vision, ensuring alignment with market needs and emerging fintech trends.
✅ Product Development: Oversee the creation of an innovative, scalable financial well-being platform that delivers measurable impact.
✅ Business Growth & Partnerships: Establish strategic relationships with insurance providers, financial institutions, and enterprise employers to scale adoption.
✅ Leadership & Culture: Build and lead a high-performing team dedicated to transforming financial wellness.

Highlights:
🚀 Scaling ElektraFi’s reach—partnering with leading employers and financial services firms to integrate our platform into employee benefits programs.
📈 Secure enterprise deals, including a major partnership with a top insurance company to deploy ElektraFi for their workforce.
💡 Developed a proprietary financial well-being framework that helps employees optimize savings, debt management, and long-term financial planning.
🤝 Built a thriving ecosystem of advisors, industry experts, and fintech innovators to drive ongoing platform enhancements.
🎤 Industry Thought Leadership—speaking at fintech and HR benefits conferences on the future of financial wellness.

At ElektraFi, we're not just building software—we're redefining how financial well-being is delivered at scale.

👉 Let’s connect to explore partnerships, investment opportunities, or collaboration in the fintech and benefits space!

Founder & CEO

Immigrant Employment Council of BC

As a Strategic Director on IECBC’s Board, I provide governance and strategic leadership to advance the organization’s mission of fostering inclusive employment opportunities for immigrants and refugees across British Columbia.

My role includes contributing to long-term strategic planning, championing employer engagement, and supporting programs that connect immigrant talent with BC’s labour market. I collaborate with leaders from business, government, and the nonprofit sector to promote economic inclusion, equitable hiring practices, and workforce development that reflects the diversity of our province.

Director

The ReFrame Group

Chief Executive Officer

Canadian B Corp Directory

The purpose of the Canadian B Corp Directory is to grow public awareness around the B Corp movement and stimulate business and relationships between Certified B Corporations in Canada. 

Businesses that are a part of the Canadian B Corp Directory share common values and operate with integrity, transparency, and compassion towards workers, the community, and the environment. The Directory assists users in sharing and engaging with like-minded organizations, building new connections and networks, and stimulating a positive impact in their communities.   

Benefits of joining the Canadian B Corp Directory: 
- Access for companies and users to find Canadian B Corporations
- Facilitate B2B and B2C connections within the B Corp community
- Help market Canadian B Corps to the broader community
- A platform where people can share ideas, events, socials, and more
- Career opportunities and job postings to attract job seekers with common values
- Destination for all B Corp members to network and engage in the community

Ambassador

The Canadian Workplace Culture Index

Antonio Zivanovic is the Founder and CEO of The Canadian Workplace Culture Index. One of the ways his purpose is realized is through an ability to deliver great content to people and culture professionals, creating space for strong human connections that last, and more. Antonio hosts an innovative thought-leadership series he’s been hosting for over 10 years. Antonio continues to support market development of some of the most innovative products and services for People & Culture Leaders across Canadian organizations, including The Canadian Workplace Culture Index, Netsurance (a self-serve online Canadian insurance retailer), and an upcoming stealth financial technology.

CEO & Founder

B Local Vancouver 

Responsible for communications to the Western Canada B Corporation community. 

B Corp is a global movement to use business as a force for good to create shared and durable prosperity. B Local is the community iteration of the wider movement. Our purpose is to engage and connect local B Corp employees to strengthen the health and efficacy of our local community.

Board Member: Co-Communication Chair

CPHR BC & Yukon

This roundtable focuses on healthy workplace strategies that build employee engagement and provides a forum for HR professionals to share ideas on developing and implementing workplace health practices that promote the health of the organization and their employees. Building healthy workplaces makes good HR and business sense. Organizations that focus on the health of their workforce recognize dividends in a variety of areas such as attracting and retaining top talent,  improving business performance, decreasing insurance & WorkSafeBC premiums and more. 

This roundtable meets the third Tuesday of every month from 5:30pm – 7:00pm at the BC HRMA provincial office.

Chair/Leader - Culture, Leadership & Wellness Roundtable

Employee Group Health, Benefits & Pensions Consultant

Principal Consultant

WOD for Kids

Children, teens, adults, parents, student, businesses and more have come together once a year to support BC Children's Hospital by wearing their favorite denim (skinny jeans, jean shorts, jean jacket, jean pants, jean wrist band, AKA - Canadian Tuxedo, etc.) to participate in the WOD (Work Out of the Day) for those in need. 

In 2014, we launched 'Health Bodies Strong Minds,' - a novel program designed to improve self-esteem through physical activity aimed at decreasing bullying behaviour in school-aged children. This branch of WOD for Kids invites schools to run a workout at their school on Jean's Day™ with the option to present a workshop on self-esteem and physical activity to the students as well. Please visit the website for more information on being involved.

Co Founder

Corporate Occupational Solutions Inc.

Antonio is responsible for setting strategy and vision with Senior Management and the Board of Advisers at Corporate Occupational Solutions Inc. (COS). He works to ensure that projects support the corporate strategy in all COS lines of business.

Antonio is passionate about enhancing lives through the development of Workplace Health and Wellness programs; he advises how companies can implement sustainable programs that provide a significant return on investment.

•	Work with organizations to conduct health and wellness needs assessments 
•	Utilize data from needs assessments to design and implement impactful, measurable health and wellness programs
•	Providing strategic direction for all business units
•	Listen to understand client needs, both current and prospective
•	Educate people about the short and long term benefits of a healthy lifestyle for individuals, families and society 
•	Managing several employee benefits stakeholder interests
•	Ensure that the Company maintains high standards of corporate citizenship and social responsibility 
•	Development of communication protocols and standard of procedures so that all employees are well informed and service delivery is consistent
•	Create strategic partnerships and establish the Company as a local health & wellness thought leader
•	Oversee all marketing and public relations including web design, newsletters and advertizing
•	Manage all projects with various academic institution’s student groups including those from BCIT and Royal Rhodes University
•	Manage all human resource activities including securing partnerships with health and wellness experts

My personal mission statement, found below, drives my beliefs and interest in doing great work. 

PERSONAL MISSION STATEMENT
'To inform, inspire and equip people so that they can be freed from the obstacles that prevent them from realizing their full potential.'

PERSONAL SCORECARD
The metrics that are important to me as a business leader are not concentrated on money, rather they focus on purpose, connection, and how well I serve others.

BACKGROUND HIGHLIGHTS
•	Experience based knowledge of workplace health & wellness program design, delivery and measurement
•	Experience in developing and executing strategic business plans
•	Ability to thrive in highly challenging environments, effectively build consensus, manage crisis deftly, and inspire culturally diverse teams to be successful
•	Exceptional collaborator across all levels of an organization 
•	Serving people to realize their potential of achieving personal, career and health goals
•	Results-oriented leader with the ability to drive change while managing various stakeholder expectations

STRENGTHS
Excellent listener, creative, extremely organized, detail oriented, proven leader, highly motivated, innovator, outgoing and passionate, great collaborator, exceptional time management skills, analytical, trusted advisor, big picture thinker and adaptable

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Matt Putra

Antonio Zivanovic

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