Online grocery delivery and pick-up service Instacart last week announced the appointment of Fidji Simo (above left) as the Chief Executive Officer effective August 2, 2021. Fidji Simo will take over the position from Apoorva Mehta (above right), Founder of Instacart, who will transition from CEO to Executive Board Member. Fidji Simo and Apoorva Mehta will be reporting to the Board of Directors at Instacart.

“Fidji was at Facebook during its transition from a private company to the public market and understands what it takes to lead and scale a transformational company like Instacart", said Apoorva. Simo will handle the daily business and strategic planning for  development of the company.

"I'm honored to join the company as CEO and lead its next growth chapter. Apoorva founded Instacart 10 years ago with an ambitious vision to bring an entire industry online...As we think about the future of food, we believe the way people eat and their relationship with food will fundamentally change over the next decade. They'll expect a more convenient experience, the widest selection of food at their fingertips, faster delivery times, increased personalisation, and more inspiration", said Simo.

A consumer technology industry veteran with over 15 years of experience, Simo has worked for a number of companies and served various roles. She was previously with Facebook as Head of Facebook app, Vice President - Videos, Games and Monetization where she handled diverse roles including product management and advertising, news feeds, stories, videos, Ads, facebook live, dating etc. She played a major role and was a core driver of Facebook's mobile monetisation strategy. She also led the team responsible for Facebook's advertising business and developing ad formats for mobile. Fidji Simo further launched Facebook Live, Facebook watch, video advertising and played a major role in user base growth.

Prior to Facebook she worked at eBay as Strategy Manager, handling Incubation group and business growth. She was also Board Member at Cirque du Soleil Entertainment Group.

Fidji Simo completed her MBA with specialization in innovation, strategy and technology from University of California, Los Angeles- The Anderson School of Management in 2007. Later, she did Masters of Science in Management from HEC School of Management, Paris in 2008.

Fidji Simo is also the co-founder of a non-profit organization, Women in Product. The NGO aims towards empowering women in the field of product management, technology and encourages and advocates equal representation of women in the workplace.

With such diverse experience and exceptional business growth record, Simo is eager to achieve Instacart's long term objectives.