“Navigating Numbers, Building Brands”
Matt Barnes is a seasoned financial executive whose 21-year career has spanned the ever-evolving landscape of consumer product businesses, footwear and apparel, D2C ecommerce, and global operations. A licensed CPA, strategic advisor, and passionate road cyclist, Matt blends deep technical knowledge with cross-functional leadership, delivering measurable impact for brand-driven organizations across sectors such as sporting goods, tech, and lifestyle brands.
With a diverse background in financial management, Matt has held senior leadership positions across startups, scaling companies, and established corporations. His strategic perspective and operational expertise have made him a sought-after voice on finance advisory panels and executive leadership councils. Matt’s approach is rooted in performance optimization and organizational clarity, often serving as a bridge between finance, operations, and customer-facing teams.
Matt brings comprehensive experience in D2C ecommerce—across both owned websites and marketplace platforms—along with brick-and-mortar retail, wholesale, Amazon (1P and 3P), and international distribution. He understands how to scale product-based businesses while protecting profitability, optimizing cost structures, and enabling data-driven decision-making across global markets.
His fluency in Portuguese and Spanish, along with his extensive work and team leadership in China, Europe, Central America, and Southeast Asia, reinforces his international business acumen. Matt thrives in cross-border environments, where cultural nuance and financial precision intersect, helping companies expand their global footprint with confidence and control.
In addition to his financial leadership roles, Matt has been an active participant in industry thought leadership. As a member of the Salt Lake Chapter Advisory Board of the CFO Leadership Council, he offers insights on capital structure, operational scale, and the integration of finance with innovation. He’s also a guest speaker on finance topics, especially around strategic leadership and early-stage funding strategies.
Matt’s academic foundation is as solid as his professional track record. In addition to his ongoing advisory work, he contributes to the next generation of leaders by teaching finance courses at BYU-Idaho, where he merges real-world relevance with educational rigor.
What sets Matt apart is his ability to see the bigger picture while diving deep into the details. Whether leading strategic transformations, navigating capital fundraising, or managing complex supply chain finances, he consistently delivers clarity and results. His personal passion for road cycling mirrors his professional ethos—precision, endurance, and forward motion.
While Matt is open to serving organizations of all sizes, he is especially drawn to high-growth consumer brands in the D2C, retail, and product-based sectors. He thrives in companies where brand integrity, operational efficiency, and customer connection intersect—whether digitally native, omnichannel, or globally expanding.
Matt’s personal motto, “Navigating Numbers, Building Brands,” captures his unique value: a finance leader who not only manages numbers but elevates the story they tell. He is a strategic partner to CEOs and boards seeking to turn financial complexity into organizational opportunity.
Character:
Matt is principled, accountable, and committed to helping others succeed—both in the boardroom and the classroom. His leadership is grounded in integrity, endurance, and a service-first mindset.
Knowledge:
With 21 years of deep financial experience and CPA credentials, Matt possesses both technical expertise and broad business acumen across ecommerce, retail, international business, and corporate finance.
Strategic:
Matt is a natural systems-thinker who can map financial frameworks to business goals, scale brands globally, and align operational levers with strategic vision.
Communication:
Whether advising boards, teaching finance students, or aligning executive teams, Matt brings clarity, candor, and collaboration to every conversation.
