Dive Brief:

• Weee, the fast-growing e-grocer offering Asian and Hispanic groceries, announced on Thursday that it has hired Guillaume McIntyre as its vice president of marketing.
• McIntyre previously held executive marketing roles at Instacart and at The Information, a digital media company based in San Francisco. He was also a marketing manager at Netflix.
• McIntyre has joined Weee at a time when the e-grocer is scaling its operations across the country.

Dive Insight:

McIntyre is the first major hire Weee has announced since revealing this spring that it raised $315 million in Series D funding.

Weee said in the announcement it tapped McIntyre to focus on engaging broader Asian and Hispanic communities, which the company said are underserved and fragmented. In his role, he will use personalization and social commerce features to boost customer adoption, the announcement said. 

McIntyre has a decade of marketing experience, according to his LinkedIn profile. Before joining Weee, he spent a year as vice president of marketing for The Information and before that, as a marketing executive at Instacart, where he spent three years building out the e-commerce firm’s acquisition marketing team. 

McIntyre was digital marketing manager at Netflix from 2013 to 2015, where he worked to boost the company’s Latin America presence. He also worked as an online marketing manager at Credit Karma and SmartRecruiters and co-founded direct-to-consumer startup Pique Tea, where he oversaw its marketing. 

“Guillaume’s consumer marketing track record and dynamic understanding of ethnic shoppers will be essential to our ability to meet the unique needs of these underserved communities rapidly and at scale,” Larry Liu, Weee’s founder and CEO, said in a statement. 

Started in 2015, the Fremont, California-based e-grocer sells more than 3,500 products including produce, canned goods, self-care products, bakery items, beverages, snacks, meat, seafood and dairy. Currently, Weee serves customers in 15 states and Washington, D.C. 

In recent months, the company, which originally focused just on Asian consumers, has expanded its assortment by adding Hispanic groceries, pivoted its marketing to brand itself as an “ethnic e-grocer” and grown its geographic footprint in the Midwest. Weee has seen 700% year-over-year growth and plans to expand to a total of 30 cities across North America by 2024. 

McIntyre is the latest executive hire for Weee, which brought on Ankur Shah as chief finance and strategy officer and Thomas Jeon, who was previously a lawyer for Netflix and eBay, as general counsel earlier this year. The recent executive hires come at a time when the company is eyeing a potential initial public offering. Weee’s valuation is $2.8 billion, according to Bloomberg.