Milan, October 26th, 2026 - Vivid announces the appointment of Maharit Woldeghiorghis as its new Country Manager for Italy. In her new role, she will lead the company’s growth strategy in the country, with a particular focus on SMEs, freelancers, and sole proprietors.

Maharit Woldeghiorghis brings over six years of international experience in fintech, digital payments, and tech platforms to Vivid. She holds a degree in Economics and Marketing from the University of Bologna (Alma Mater Studiorum) and lived in Washington, D.C., for two years—an experience that strongly influenced her global approach.‍

“I am joining Vivid with great enthusiasm and a clear goal: to strengthen Vivid’s presence in Italy and become a point of reference for businesses looking for a more modern way to manage their finances,” declared Maharit Woldeghiorghis, Country Manager for Vivid in Italy. “We will achieve this by listening closely to the needs of SMEs and building partnerships with those who, like us, want to simplify life for business owners.”

‍Throughout her career, she has held key roles in several prominent companies, such as Taptap Send, where she was responsible for launching new markets in Europe and the UK, and Deliveroo, where she managed and developed relationships with major enterprise accounts for four years. Most recently, she was at SumUp, leading a commercial team that supported merchants and small businesses, thereby solidifying her skills in business development, account management, and local team coordination. Having been based in Milan for ten years, she will lead Vivid's expansion in the Italian market directly from the Lombard capital.