Tulip has announced the addition of Saeideh Fard, its new chief financial officer, and Deborah Surrette, its chief revenue officer, to the company’s executive leadership team.

Fard will be responsible for managing Tulip’s financials and employee success, including financial planning and analysis, tax management, employee hiring, staff diversity, and professional development.

Fard joins Tulip from TravelEdge, where she served as Group CFO since 2015 and led the company’s global finance operations through a period of rapid organic growth, M&A, and integration. She previously held executive leadership positions at Marketwired, a global communications and media company, and Sysomos, a SaaS online analytics technology provider.

“Saeideh understands the needs of a rapidly growing SaaS company, and has experience scaling global finance operations through multiple stages of growth,” said Ali Asaria, the CEO of Tulip. “She knows how to optimize the use of venture capital funding and we will look to her to develop financial strategies that leverage the recent investments from Kleiner Perkins and Salesforce.com.”

Surrette will be responsible for driving revenue for Tulip, including growing the sales organization, expanding globally, and building out the Tulip partner ecosystem. Surrette most recently worked for IBM leading sales and client success organizations in the Watson Customer Engagement business covering commerce, order management, marketing and supply chain solutions. Before IBM, she was with Sterling Commerce, as its senior vice president of global sales and operations.

“I’m incredibly proud to join Tulip at an exciting phase and to work at one of the fastest growing technology companies in Retail,” said Fard. “Tulip is reinventing retail with mobile apps that empower store workers. I’m excited to be part of this industry transformation. I’m also excited to be leading the employee success organization and continue building a culture that is committed to workplace diversity.”

“Deborah’s extensive experience in retail, SaaS, cloud, and mobile solutions at IBM and Sterling Commerce will add tremendous value to our team,” said Asaria. “She understands what it takes to expand globally and strengthen our network of technology partners.”

“Retailers that are thriving today are bridging the online and in-store divide to deliver unified commerce, offering a memorable, convenient in-store experience,” said Surrette. “Tulip is leading the way in providing the right solutions to make this possible and I’m excited to build on the incredible momentum here and work with our customers to re-invent retail.”

StartUp HERE Toronto is a publishing partner of Betakit and this article was originally published on their site.