Flow, which facilitates cross-border e-commerce for retailers and brands, is building up its management team to support the company’s growth.

Three vice presidents have been added to the roster: Juliana Pereira for marketing; Eric Weisman, finance, and Anna Tolmach, business operations. In addition, Brooke Smarsh has been named general counsel.

“This is an exciting time in our growth, and the momentum we’re gaining as a business is putting us on a steep upward trajectory,” said Rob Keve, cofounder and chief executive officer of Flow. “Juliana, Eric, Anna and Brooke bring the leadership skills to drive our expansion, so that we can provide more global brands with first-class software to grow their cross-border business.

The vice president slots and the general counsel roles are new positions at the company, though previously outside firms were utilized for the finance and legal functions.

Flow executives said the company has been rapidly bringing on board global brands and recently expanded its offering to more than 60 international payment options, including cryptocurrencies.

Flow’s mission is to ease the logistics of cross-border e-commerce and “localize” the shopping experience for consumers. The firm’s cross-border e-commerce platform alleviates both the “pain points” retailers encounter with international e-commerce, such as integrating with shipping carriers and payment methods, and the frustrations customers have dealing with currency conversions and the often unexpected costs associated with tariffs, taxes and shipping, so the experience is more like shopping with a domestic retailer or brand.

Flow began operating in December 2016 and was founded by Mike Bryzek along with Keve. They met in 2014 by chance having selected the same trainer to work out with, close to their homes in New Jersey. Aside from training, they found common ground discussing the technology-based companies they created. Keve founded the Fizzback customer feedback firm and Bryzek cofounded Gilt Groupe, the online discount site.

In disclosing the new hires, the company said Pereira most recently served as vice president of marketing at Smartling, where she developed expertise in localization and digital content translation. Earlier, she held key roles in e-commerce and marketing at Ralph Lauren, The Met Store, Ziff Davis and eMusic.

Weisman has nearly 20 years of finance experience in the healthtech, fintech and financial services sectors. He previously served as chief financial officer at uBiome and earlier worked at CAN Capital and Capital One.

Tolmach previously served as cofounder of a supply chain start-up in the inventory planning space. Prior to that, she held roles in telecom, media and tech investing at The Carlyle Group and in investment banking at Barclays Capital.

Smarsh has more than 15 years of legal experience in media, entertainment and technology. She previously served as general counsel of SeatGeek, and earlier worked at The Trade Desk, LivePerson and CMI Marketing.

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