Ex-Lazada president Jessica Liu joins Shein

Jessica Liu, former president of ecommerce major Lazada, has joined Shein.

Jessica Liu is the newly appointed Shein vice president for global brand operations. / Photo credit: Jessica Liu’s LinkedIn page

She joins the fast-fashion firm as its vice president for global brand operations and will be “responsible for global brand partnerships,” Shein said in a LinkedIn post.

Liu joined Lazada as president in February 2020, a role she quit in June 2021 “to spend more time with her family”. Before that, she had several roles at parent firm Alibaba and was with Amazon for nearly seven years.

“Jessica brings rich experience in the ecommerce sector across global markets, and we look forward to having her join the Shein growth story,” Shein said.

Last year, Shein managed to break into the US and European markets and achieved a gross merchandise value of US$20 billion. Meanwhile, Singapore-based Lazada is trying to making inroads into Europe.

See also: Lazada eyes Europe in first expansion beyond SEA