Ask HN: Side Project on Resume

I am currently at a director level and looking for a VP role. Over the last two years I have successfully founded a profitable SaaS business. My company is aware of the project and this is not an issue.

My question is to those at VP level whether I should be listing this project on my resume/LinkedIn. This is not compliance/IP question as if needed I can sell my shares. This is rather an optics question if it makes my resume look stronger or weaker given I founded the project while working at the company.