Flexe hires Amazon vet as first SVP and general manager

Seattle-based logistics startup Flexe has hired former Amazon executive Lara Rogers as the company's new senior vice president and general manager.

According to a Flexe spokesperson, Rogers is the first person to hold this role at the company.

Rogers spent 11 years at Amazon, where she was involved in retail, product and technology projects. She was most recently involved with Amazon One, the company's palm-reading technology designed for payments and identification. The spokesperson said Rogers guided Amazon One through about 50 different launches, one of which was at Whole Foods. In addition to Whole Foods, Amazon One is available at certain Climate Pledge Arena vendors and Amazon Go and 4-star stores.

In addition to her role with Amazon One, Rogers spent time working on Amazon's book business. She also was a senior manager in product management for Prime Now, according to her LinkedIn.

Flexe, founded in 2013, offers on-demand warehousing and fulfillment services, making warehouse space a variable cost instead of a fixed cost. The aim is to help clients meet seasonal fluctuations and faster delivery needs. Its clients include Great Jones and Ace Hardware.

Flexe raised a $70 million Series C round in December and added $10 million to the round in January. The company said it has seen 50% year-over-year growth in its logistics network since 2020. Co-founder and CEO Karl Siebrecht previously told the Business Journal the e-commerce boom amid the pandemic provided a major boost for the company's business.

“The world is uncertain. The pandemic happening is kind of exhibit A,” Siebrecht told the Business Journal in March. “In the midst of lots of change, companies need to be agile to be able to react quickly and modify their plans and change their investments. With respect to supply chains and logistics infrastructure, this has created big pain points for companies because historically logistics infrastructure was very fixed.”