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05/18/2021

Rosie Hires CFO and SVP, Marketing

Senior execs to accelerate product development for grocery tech company
Marian Zboraj
Digital Editor
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Rosie Hires CFO and SVP, Marketing Matt Finn
Matt Finn

Rosie, an e-commerce solution for independent grocers and wholesalers, has appointed Matt Finn its CFO, effective May 20, and Paul Hemingway, SVP, marketing, effective May 18.

As CFO, Finn will oversee Rosie’s human resources, legal, finance and accounting departments. Most recently, at Gamalon Inc., he led the Cambridge, Mass.-based AI company through raising a $20 million Series A financing. Finn also guided Boston-based Bradford Networks Inc. through five equity rounds, raising a total of $15 million, and negotiated $9 million in credit facilities. At Firecracker Inc., also based in Boston, he steered the company to a successful exit when it was acquired by Wolters Kluwer Health. 

“Matt brings decades of experience to this role as CFO at three high-growth tech startups,” said Nick Nickitas, founder and CEO at Ithaca, N.Y.-based Rosie. “Matt’s expertise spans finance, accounting, legal and HR, and his ability to drive growth will accelerate Rosie in executing our strategy and deliver value to our retailers, wholesalers and stakeholders. We are thrilled to welcome him during an essential growth phase for Rosie and the independent retailer community."

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Rosie Hires CFO and SVP, Marketing Paul Hemingway
Paul Hemingway

Hemingway joins Rosie as SVP, marketing, leading the team’s shopper and retailer retention and acquisition strategies, as well as overall branding. He has led innovation plans, driving alignment and allocation of resources to achieve revenue objectives for Fortune 100 brands. He was also responsible for launching the 1850 coffee brand for Folgers, leading brand strategy, commercialization, retail sell-in, and its $24 million advertising plan, including TV, digital, social and e-commerce, to achieve a top-10 CPG brand launch.

“Paul was a needle in a haystack," said Nickitas. "He brings 19 years of marketing experience working with notable brands at Kimberly-Clark, Abbott Laboratories, Wendy's, Coca-Cola and J.M. Smucker. We’re excited to apply his expertise launching brand, digital, social and traditional marketing strategies with Rosie’s vision to level the playing field so that leading local retailers can better compete with national chains and online marketplaces.”

The ability to recruit new talent like Finn and Hemingway was made possible by Rosie’s $10 million round of Series A financing earlier in the year. The funding is also enabling the team to introduce new tools to enhance the shopper and retailer experience; launch new products to provide a seamless omnichannel journey for shoppers at home, in-store or on the go; and further invest in monetization opportunities to increase retailer profitability.

Rosie teams with independent grocers and their wholesalers to provide e-commerce, delivery opportunities, omnichannel marketing and deep data services. Through strategic partnerships across the country, the company connects independent retailers with new customers through a fast, user-friendly e-commerce experience.

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