Amanda Herson
General Partner
Amanda’s Favorite Quote
“Once you understand customer behavior, everything else falls into place.”
- Tom Stemberg
Amanda Herson is a partner at Founder Collective, a seed-stage venture capital firm dedicated to supporting founders across various sectors. Based in New York, she brings a wealth of experience in e-commerce and scaling complex businesses. Previously, Amanda served as Director of eCommerce and Board Member at Cape Union Mart, one of Africa’s largest omni-channel retailers, where she launched their e-commerce platform and expanded the business to over 300 stores.
She also worked with the Highland Consumer Fund, investing in and advising retail and consumer goods companies, and held roles at L Brands and Boston Consulting Group in New York. Amanda holds a Bachelor’s degree in Economics from the Wharton School, University of Pennsylvania, and an MBA from Harvard Business School.
Fun Fact
Amanda’s Pov
The Death of the Endless Aisle: Why the Future of Retail Is Curated, Not Crowded
5 Lessons from SharkNinja CEO Mark Barrocas
CPG + D2C + AI: 10 Takeaways From Our Consumer Founder Forum
The Work-Life Balance Secrets of NYC’s Most Successful Founder-Parents
Bored by Board Prep? Four Ways to Turn the Time Suck into a Superpower
7 Bits of practical advice for startups growing in a resource-constrained environment
Continuing my venture career as a Partner at Founder Collective in NYC
Amanda In The Media
2026 Commerce Predictions, According To Top Venture Capitalists
The Commerce Predictions That Got It Right: AI, Resale, And The Retail Revolution
Amanda Herson on the State of Startup Markets in 2025
Breaking Through Glass Ceilings and The Power of Conviction with Amanda Herson, Partner at Founder Collective