WWD: Shein Appoints Ex-Lazada President As New VP of Global Brands Operation

Dec 07, 2022

(Image Source: Bangkok Post)

According to a recent Shein post on LinkedIn, the former copresident of e-commerce marketplace  Lazada, Jessica Liu has been appointed as the new Shein’s vice president of global brands operation. “Jessica brings rich experience in the e-commerce sector across global markets and we look forward to having her join the Shein growth story”, quoted from the post. 

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As stated, Liu possesses rich experience in the retail and e-commerce industries. She has led successful campaigns and initiatives during her 7 years serving the Alibaba Group in various roles. Previously, she was also the manager of Tmall’s footwear, sportswear and apparel business. 

In 2017, after moving to the Tmall Luxury and Fashion sector, she successfully implemented the Tmall Luxury Pavillon project. The project attracted 45 luxury brands in the first year and at the moment, over 200 brands have joined this sub-platform, including Burberry, Hugo, Guerlain and Chanel. Fast forward to 2018, her inaugural “China Day” project during New York Fashion Week was a big bang. Several Chinese brands like Li Ning, Peacebird, Chen Peng and Clot gained international recognition through this campaign.

Liu started her career at a publishing house China Machine Press and joined Amazon in 2005 and cultivated her e-commerce expertise since then. In February 2020, she joined Lazada Group and became CEO of Lazada Thailand shortly after. She stepped down from her position a couple of months later to spend more time with her family and only got back to the market last month, as part of Shein. 

Source: Former Lazada Executive Jessica Liu Joins Shein

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