An operating CFO’s perspective
Joseph Binotto is a senior finance executive with experience across private-equity-backed consumer businesses, manufacturing, branded products, and international operations. His work connects finance with operating decisions: where to invest, how to fund growth, what to acquire, and what must change after close.
He has served as CFO of Urban Armor Gear since November 2018 and also serves as CFO of Nomad following UAG’s 2026 acquisition. His current responsibilities span financial reporting, budgeting and forecasting, liquidity, treasury, controls, lender matters, and financial support for management and ownership decisions.
Joseph took the financial lead on the Nomad acquisition from diligence through integration. Before close, he worked closely with the quality-of-earnings team on financial diligence and transaction analysis and worked on acquisition financing. After close, his work has covered banking, cash management, reporting, controls, accounting processes, lender matters, and bringing Nomad into UAG’s broader finance structure.
On UAG’s separate refinancing, he led much of the financial work: analyzing and modeling financing alternatives, coordinating internal diligence work, and supporting execution through closing. He also participated in lender discussions and negotiations.
At UAG, he was hired following the company’s sale to private equity to build the finance organization. His work has included stronger financial controls, reporting, business intelligence, and segment-level profitability analysis across domestic and international channels.
Finance grounded in operations
Joseph developed his acquisition and operating experience at Four M, progressing from regional controller to general manager, vice president of finance, and CFO. He worked on numerous acquisitions, first alongside the CFO and later as CFO himself. His responsibilities also included manufacturing operations, financing, restructuring, and reporting across a multi-facility business.
He subsequently held senior finance roles at Sweetheart Cup and Mannkraft, Ariela-Alpha, RAJ Manufacturing and SwimSpot, and Interactive Health, the parent of Human Touch and Relax the Back.
Across his CFO career, Joseph has worked directly with boards on a regular basis. He has made hundreds of presentations covering financial performance, forecasts, budgets, financing, acquisitions, operating issues, risk, and major strategic decisions.
How I approach the work
I want to understand what is driving a result. That means looking closely at cash, customers, inventory, costs, and the assumptions behind the plan.
I challenge forecasts and transaction assumptions. Recommendations need to be clear, practical, and specific about who will act.
I apply the same discipline when using AI. It helps me develop models, test alternatives, review information, and prepare communications. I work through the assumptions and outputs before relying on them.
Education and professional background
- MBA, with a concentration in Finance — University of Pittsburgh.
- BS in Accounting — Indiana University of Pennsylvania.
- Nominee, Orange County Business Journal CFO of the Year, 2015.
Joseph is based in Southern California and is open to selective board opportunities nationwide, with travel for scheduled board and committee meetings as needed.