Founder & CEO
Bernardine Wu is the founder and CEO of FitForCommerce, a business which resulted from her many years of operational and strategic success in helping online retailers develop digital strategies and grow eCommerce businesses. She is a frequent speaker and writer for the ecommerce industry’s leading resources including Internet Retailer, NRF/Shop.org, Shoptalk, and many more.
Bernardine has extensive finance, technology, and ecommerce experience rooted in Wall Street and a successful history working in the ecommerce industry for several leading companies. Bernardine co-founded SiteAcuity, a provider of online marketing and CRM software, and Venda, Inc., an outsourced ecommerce platform provider, where as president and COO, she was instrumental in Venda’s launch and growth in North America. Clients included: Lands’ End, Neiman Marcus, Crabtree & Evelyn, UnderArmour, Pokemon and DoItYourself.com.
Prior to entering online retail, Bernardine was an executive-level consultant on projects tied to increasing revenues, restructuring costs and maximizing organizational efficiency at a variety of financial institutions including the New York Stock Exchange. Before that, Bernardine managed the B2B ecommerce business unit at OptiMark, Inc., a provider of advanced matching engine and exchange technology. Bernardine also held senior technology and operations management positions at brokerage firms Salomon Brothers and Jefferies & Company and at Accenture.
Bernardine’s most recent work include Barnes & Noble, Bed Bath & Beyond, Brooks Brothers, MasterCard Advisors, Modell’s, Performance Bike, PetSmart, Spencer’s Gifts, Talbots, Tory Burch, Toys ‘R’ Us, Victoria’s Secret, Warner Brothers, and many more.
Bernardine received her BA in English and Asian Studies at Dartmouth College.