Oblak Tabbed as Wayfair GM

Steve Oblakw

Steve Oblakw

BOSTON—Wayfair has promoted Steve Oblak to senior vice president and general manager of wayfair.com, the retailer’s flagship e-commerce brand.

Oblak’s appointment to this newly created position puts him in charge of strategy and execution for the wayfair.com brand. He reports directly to Niraj Shah, Wayfair’s CEO and co-founder.

Oblak has been with Wayfair for almost five years. Prior to this, he served as Wayfair’s vice president of category management. In this role, he oversaw category management, buying, site merchandising and supplier management for Wayfair, and was responsible for the AllModern and Wayfair Supply businesses.

Before joining Wayfair, Oblak was vice president of River West Brands, a venture firm focused on acquiring and recommercializing dormant consumer brands.  Before that, he was a senior director at FutureBrand Worldwide, a global brand-management consultancy practice of Interpublic Group.