Josh Keller, CFO
Practical business guidance shaped by over 20 years of finance, operations, marketing, and real-world business experience.
Josh has worked as an auditor, controller, general manager, CFO, and business owner—giving him a view of business decisions from both sides of the desk.
Experience That Shapes the Guidance
Josh’s career has put him on several sides of the decisions business owners have to make.
- Owner and operator of multiple businesses, including scaling one to 22 locations
- CFO and senior operations leadership
- Hands-on management experience across finance, HR, IT and systems, production, distribution, sales, and customer service
- Firsthand experience in sales and marketing
- Experience across construction, manufacturing, distribution, industrial products, restaurants, consumer services, e-commerce, and public accounting
That breadth matters because business problems rarely stay inside one department. A pricing decision can affect sales, cash, workload, capacity, and profit at the same time.
Auditor. Operator. Owner.
Josh began his professional career in public accounting, performing financial and IT/systems audits for businesses ranging from roughly $5 million in revenue to companies with hundreds of millions in revenue across a wide range of industries.
He then moved into operating companies, progressing from controller to general manager and CFO roles. Along the way, he directly oversaw functions including finance, HR, technology, production, distribution, sales, and customer service.
He later became an entrepreneur himself, building and operating multiple businesses. One grew to 22 locations before he sold his ownership interest. He has also operated smaller e-commerce businesses, giving him experience with businesses at very different stages and scales.
Today, he continues to work as a CFO in the construction industry.
Education
- Bachelor of Arts in Economics
- Master of Accounting
His formal training in economics and accounting is paired with years of making operating decisions where the answer has to work in the real world, not just on paper.
Why Owner Advisor
Small-business owners are expected to make decisions about pricing, cash, hiring, marketing, operations, growth, and risk—often without having a CFO, COO, marketing leader, or other experienced advisor beside them.
Josh created Owner Advisor to help close that gap: practical guidance that helps an owner understand what matters, see how the pieces of the business affect one another, think through the tradeoffs, and decide what deserves attention next.
The Perspective He Brings
How That Shows Up on Owner Advisor
The goal is not to tell owners what they “should” do from a distance. It is to help them see the business more clearly so they can execute better: what the numbers are saying, what is creating the problem, how different parts of the business are affecting one another, and what to actually do about it all.
Owner Advisor publishes Business Guides and practical tools for owner-led businesses, with Snapshot, Signal, and Owner Advisor being built as the next layer of that guidance.