Dive Brief:

• To execute the company's turnaround, Wish has appointed Vijay Talwar as its new CEO and a member of its board of directors as of Feb. 1, the company announced on Monday. The company's founder and former CEO Piotr Szulczewski will continue to be a member of its board. 
• As the new CEO, Talwar will focus on improving the company's customer and seller experience and executing its long-term growth plans, the company said.
• Talwar was most recently CEO of Foot Locker's Europe, Middle East and Africa business, and previously served as president of Foot Locker Digital. Talwar has also held executive positions at Blue Nile and Nike. 

Dive Insight:

Talwar's appointment follows other C-suite changes Wish has recently made in pursuit of a turnaround. The company this fall hired Vivian Liu, formerly of Shutterfly, as its new chief financial officer. It also brought on Farhang Kassaei and Tarun Jain, previously senior leaders at Google, to serve as its chief technology officer and chief product officer, respectively.

The company announced Szulczewski's departure in November, bringing an end to the co-founder's tenure of more than a decade as CEO.

In the announcement, Wish highlighted Talwar's prior experience transforming Foot Locker Digital into the retailer's most profitable and fastest growing segment in its portfolio. Talwar also oversaw efforts to strengthen the omnichannel retail business, increase sales and profitability, and grow market share at Foot Locker's Europe, Middle East and Africa business. 

"Vijay is a strong leader with a track record of leading complex multinational businesses through significant periods of change," Szulczewski said in a statement. "His retail and e-commerce experience, which spans both publicly and privately held companies, will be invaluable to Wish as the company continues to refocus its efforts and execute on its ambitious turnaround plan." 

In addition to switching up its C-suite, Wish has been revamping its e-commerce operations to retain customers and maintain their trust. Last November, the company introduced the Wish Standards program, which applies quality criteria across shipping experience, customer reviews, refund rates, product quality and adherence to the platform's policies. In exchange for participating in the program, merchants can receive commission discounts, faster payment terms and premium placement in the app.