Dive Brief:

• Ethnic e-grocer Weee announced on Thursday it has hired three vice presidents as the company scales and prepares for a public listing. 
• Amanda Oren, a former Grocery Outlet executive, has been named vice president of merchandising services and planning, and Nitin Jain, who most recently led finance support for shipping operations of Walmart’s e-commerce business, was named vice president of financial planning and analysis. Judy Phyo, previously with cloud security company Illumio and Tesla, was hired as corporate controller. 
• The new hires bring extensive grocery and e-commerce experience to Weee as the e-grocer looks to stand out in the increasingly crowded field of online companies selling Asian and Hispanic groceries. 

Dive Insight:

Founded in 2015 with a focus on Asian groceries, Weee recently added Hispanic groceries and says it’s the fastest-growing ethnic e-grocer in the U.S. In March, Weee announced it raised $315 million to fuel expansion in North America.

Oren brings more than 18 years of retail and grocery experience, including nearly eight years at Grocery Outlet, where she most recently served as the discount grocer’s vice president of business operations, per her LinkedIn profile. Oren, who has also held senior roles at Williams-Sonoma, Pottery Barn and Macy's, will expand product variety, oversee category management and focus on competitive pricing in her new role at Weee.

Phyo, who was most recently corporate controller at Illumio, will scale up accounting functions as corporate controller at Weee while the company prepares for a public listing. In February, Weee named Ankur Shah, previously chief financial officer and chief strategy officer at Careem, as its first CFO and chief strategy officer, with Shah saying at the time that the company was looking to make strategic hires as it preps to go public.

Tapped as vice president of planning and analysis, Jain has two decades of finance leadership experience, including 14 years at Walmart, where he served in a variety of positions. Jain helped scale Walmart India to $1 billion, has worked on supply chain finances for the e-commerce division in the U.S. and also held roles in merchandising and operations in Walmart U.S.

Weee offers delivery across 13 states and ships shelf-stable products nationwide. The e-grocer currently offers more than 4,000 fresh and shelf-stable items and is adding 150 new products on a weekly basis.