Meet Hugo

I tell you which SKUs actually make money.

I watch contribution margin, ROAS, and cohort LTV by SKU and channel — every variable cost factored in. I tell you which products and channels are actually making money.

Salary Details

Replaces: Revenue Analyst · $85K–$120K/yr

Performance Metrics

• Contribution margin · May 4 Blended 24%
• Shopify DTC: $142K gross, 32% Profitable
• Amazon FBA: $98K gross, 11% Tight
• Walmart: $24K gross, −4% Losing money

True Contribution Margin

• ROAS validated against actual margin, not vanity
• Cohort LTV by acquisition channel
• Returns and chargebacks subtracted automatically
• Ad spend reconciled to actual revenue
• Shopify + Amazon + Meta + Google integrations

The Questions You Keep Asking Yourself

“Which channel is actually profitable?”

Revenue is a vanity metric — Hugo ranks channels by contribution margin after every variable cost (fees, shipping, returns, ad spend). The bottom-of-the-list channels are usually the ones eating your cash.

“Why does Meta show 4x ROAS but we're losing money?”

Because platform ROAS counts revenue, not contribution. Hugo recalculates ROAS using true contribution margin — fees, COGS, returns, shipping all in. The 4x ROAS often becomes 0.8x once the math is honest.

“Which SKUs should I drop?”

SKU-level P&L updated daily. Hugo flags products that look like winners on revenue but lose money after fees and returns — and tells you which ones to discount, push, or kill outright.

The Old Way vs. Hugo's Way

The Old Way

• Gross margin calculated at the product level — marketplace fees, shipping, and returns ignored
• ROAS measured on ad spend alone, without accounting for COGS, fees, or returns on those orders
• Channel profitability guessed at based on revenue, not calculated after all variable costs
• SKU-level profitability unknown — top-line winners might be bottom-line losers after fees
• Decisions about which products to promote or which channels to invest in based on revenue, not contribution margin

Hugo's Way

• True contribution margin calculated per SKU per channel — COGS, landed costs, marketplace fees, shipping, and returns all factored in
• ROAS recalculated after all variable costs — you see the real return, not the vanity metric
• Channel profitability ranked by contribution margin: Amazon vs. Shopify vs. wholesale vs. retail, side by side
• SKU-level P&L updated daily — you know which products to push, which to discount, and which to kill
• Promotion recommendations based on margin, not revenue — Hugo tells you what to promote and where

What Hugo Delivers

• True margin per SKU: Contribution margin per SKU after every variable cost — landed COGS from Theo, marketplace fees, shipping, returns, ad spend. Know which products to push, which to discount, which to drop.
• Multi-channel P&L: Channel-by-channel profitability ranked honestly. Shopify DTC at 42% margin, Amazon at 11%, Walmart at -4% — the bottom-of-list channel is usually the one quietly eating your cash.

Seller Models

How Hugo Helps Every Type of Seller

• Marketplace: True ROAS per channel after every fee and return. Platform-reported ROAS lies; Hugo's contribution-margin math doesn't.
• Private Label: Per-SKU contribution margin including landed cost from Theo.
• DTC: Cohort LTV by acquisition source, repeat-purchase rates per SKU, channels ranked by what actually pays back.

Hugo Doesn't Work Alone

Your AI finance team is six specialists working together. Hugo's work feeds into the rest of the team — and theirs feeds into Hugo's.

Questions About Hugo

What's included in Hugo's contribution margin calculation?
Everything variable: COGS (including landed costs from Theo), marketplace referral and fulfillment fees, shipping costs, return and refund costs, and allocated ad spend. What's left is your true contribution margin — the money that actually covers your fixed costs.

How is Hugo different from other finance automation tools?
Finance automation tools show you margins. Hugo tells you which SKUs to promote and which channels to cut. The difference is prescriptive action.

Can Hugo break down Amazon fees by type?
Yes. Hugo separates referral fees, FBA pick-and-pack fees, storage fees, advertising costs, and return processing fees per SKU.

How often is the data updated?
Daily. Hugo pulls sales, fees, returns, and ad spend data every day so your contribution margins reflect yesterday's reality, not last month's.