About Us
We help ecommerce founders make confident financial decisions — without guessing.
Based in Southwestern Ontario, Canada, we work with DTC and ecommerce businesses across Canada and beyond.
Our mission is simple: turn financial complexity into clarity, so growth decisions feel calm, not stressful.
I’m Oscar Salinas, Founder of SG Strategic Advisory.
I work with ecommerce and DTC founders who are growing, but don’t fully understand what the numbers are telling them.
After more than 20 years in finance and accounting, I’ve seen the same patter repeat: revenue grows, complexity increases, and financial clarity quietly fades.
SG Strategic Advisory was build to give founders access to CFO-level financial thinking, without the cost or overhead of a full-time hire.
My focus is simple: help founders understand their cash flow, margins, and risks clearly enough to make confident decisions.
Connect with me on Linkedin
Experience and training that inform how we think — not badges we hide behind.
Strategic Finance, Made Approachable
Finance shouldn’t be intimidating or abstract.
We break complexity into clear, practical insight — so you always know:
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where the business stands
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what’s creating pressure
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what decisions actually matter next
Our work is guided by four principles:
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Clarity: See what truly drives cash and profitability.
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Strategy: Turn insights into a intentional decisions.
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Integrity: Transparent thinking, no surprises.
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Partnership: Long-term support, not transactional advice.
We don’t speak in accounting jargon.
We speak in decisions.
If you’re looking for clearer visibility into your numbers — and calmer financial decisions — we should talk.
Fractional CFO and Financial Strategy for Ecommerce Brands.
Serving ecommerce founders across Canada and beyond.
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