Jelina Saliu

Finance and operations executive with 15+ years building accounting functions from the ground up at high-growth consumer brands. Progressed from bookkeeping to COO at The Laundress, scaling finance operations from company inception through its acquisition by Unilever. Founded and led the finance function at Safely from inception through seed, Series A, and Series B fundraising.

Deep expertise in NetSuite, QuickBooks, GAAP financial reporting, investor and lender reporting, and building lean, high-performing accounting teams.

Founding Controller / Head of Finance - Safely

(2021-01)

Direct-to-consumer household products company — built finance function from company inception

• Established the company's finance and accounting function from inception, including chart of accounts, internal controls, and close processes built on NetSuite.
• Served as the finance lead through seed, Series A, and Series B financing rounds, preparing financial models, data rooms, and diligence materials for investors.
• Delivered GAAP-compliant financial statements and management reporting used by founders and the board to guide growth decisions.
• Managed cash flow, budgeting, and forecasting as the company scaled from startup through multiple rounds of institutional financing.
• Partnered directly with founders and outside counsel on investor negotiations, cap table management, and post-raise financial operations.

Bookkeeper to Chief Operating Officer - The Laundress

(2008-01 - 2019-12)

Premium fabric care brand — grew with the company from startup through acquisition by Unilever

• Joined at company inception as bookkeeper and progressed over 11 years into the Chief Operating Officer role, taking on increasing finance and operational responsibility as the company scaled.
• Built and led a finance department of two junior accountants and one outsourced CPA, overseeing all accounting, financial reporting, and compliance.
• Implemented NetSuite as the company's core financial system, replacing manual processes with scalable accounting infrastructure.
• Managed full-cycle accounting, GAAP financial statements, and cash management from early-stage startup through the company's acquisition by Unilever in 2019.
• Oversaw operations alongside finance as COO, aligning financial planning with supply chain, HR, and day-to-day business operations during a period of rapid growth.

Baruch College (2008-12)