Commerce Fintech News

Wish Appoints Veteran Finance Executive Vivian Liu as New CFO

Wish Appoints Veteran Finance Executive Vivian Liu as New CFO

Finance leader brings more than 20 years of private and public company experience to Wish

ContextLogic Inc., one of the world’s largest mobile ecommerce platforms, announced the appointment of Vivian Liu as Chief Financial Officer, effective November 10, 2021. This is the latest in a series of C-suite appointments at Wish this year.

“I am excited to be joining Wish at such a transformational time”

In this role, Ms. Liu will oversee Wish’s global financial operations, including financial planning and analysis, controllership, tax, treasury, audit, reporting and investor relations. She will also lead Wish’s merchant acquisition team as Wish continues to diversify and strengthen its merchant base.


“Vivian is a seasoned CFO with extensive experience in scaling and transforming both privately and publicly held companies,” said Wish Founder and CEO, Piotr Szulczewski. “Vivian will bring a valuable perspective as we execute on our strategy and provide additional insight on our investments in technology and innovation to fuel further growth. We are delighted to welcome another high-caliber executive to our leadership team.”

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Ms. Liu currently serves as Chief Financial Officer and Senior Vice President of Shutterfly, Inc., a leading platform for photography-based personalized products, where she oversees the global finance function. She played a critical role in helping Shutterfly navigate the pandemic, while transforming the business to achieve accelerated topline growth and EBITDA improvement. She re-established the corporate development function, which successfully completed the acquisition of global marketplace Spoonflower, Inc. in 2021, which significantly expanded Shutterfly’s addressable market. During her tenure, Ms. Liu also focused on driving operational efficiencies, including co-leading the company-wide implementation of an SAP platform.

“I am excited to be joining Wish at such a transformational time,” said Ms. Liu. “In the highly competitive ecommerce sector, Wish has achieved tremendous success by offering a unique mobile shopping experience that is fun, value-oriented and personalized. I look forward to applying my knowledge and expertise to help Wish deliver on its strategic goals.”

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Prior to joining Shutterfly, Ms. Liu served as CFO and SVP at the printing and imaging solution company, Lexmark International, and had previously been VP of Finance, Enterprise BG at the global information and technology company, Huawei Technology Inc. Prior to Huawei, Ms. Liu spent eight years at Cisco Systems, Inc. where she held a number of senior finance positions. Earlier in her career, Ms. Liu held finance positions with Deloitte Financial Advisory Services, Goldman Sachs, and Deloitte & Touche LLP. She began her career at China Merchants Bank in Shanghai, China. Ms. Liu holds an M.B.A from the University of Washington and a B.A. from the Shanghai University of Finance and Economics. She is a chartered financial analyst and a certified public accountant.

Ms. Liu will report directly to Founder and CEO, Mr. Szulczewski. Brett Just and Jennifer Oliver will continue in their previous roles, reporting to Ms. Liu.

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