On September 3, 2025, WW International announced the appointment of Alejandro Bethlen as Executive Vice President, International, effective immediately. In this role, Bethlen will oversee WeightWatchers’ business outside of the United States, with a mandate to drive international growth and innovation across the company’s global footprint.
Bethlen brings over two decades of experience scaling consumer, e-commerce, and marketplace businesses worldwide. His previous leadership roles include Chief Merchandising Officer at Zooplus SE, Europe’s largest online pet platform, and CEO of The Bouqs Company, a U.S. direct-to-consumer floral e-commerce brand. He also spent nearly a decade at Amazon in senior leadership positions.
This strategic appointment aims to accelerate global initiatives and expand access to WeightWatchers' science-backed solutions in international markets. Bethlen's expertise is expected to help the company extend its reach and enhance member impact worldwide, building on WeightWatchers' more than 50 years of international presence.
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