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10 Best CMO's of the Year 2019

With Emphasis on Content-Driven Marketing Chris Tung, the CMO of Alibaba is leading the Company to Glory

thesiliconreview-chris-tung-cmo-alibaba-cover-19Our values are fundamental to the way we operate and how we recruit, evaluate and compensate our people.

Alibaba Group was established in 1999 by 18 people led by Jack Ma, a former English teacher from Hangzhou, China. From the outset, the company’s founders shared a belief that the Internet would level the playing field by enabling small enterprises to leverage innovation and technology to grow and compete more effectively in the domestic and global economies. Since launching its first website helping small Chinese exporters, manufacturers, and entrepreneurs to sell internationally, Alibaba Group has grown into a global leader in online and mobile commerce. Today the company and its related companies operate leading wholesale and retail online marketplaces as well as businesses in cloud computing, digital media and entertainment, innovation initiatives and others.

The company enables businesses to transform the way they market, sell, operate and improve their efficiencies. It provides the technology infrastructure and marketing reach to help merchants, brands and other businesses to leverage the power of new technology to engage with their users and customers and operate in a more efficient way.The company strives to expand its products and services to become central to the everyday lives of its customers.

Alibaba businesses are comprised of core commerce, cloud computing, digital media and entertainment, and innovation initiatives. In addition, Ant Financial, a company in which it has agreed to acquire a 33% equity stake, provides payment and financial services to consumers and merchants on its platforms. An ecosystem has developed around its platforms and businesses that consists of consumers, merchants, brands, retailers, other businesses, third-party service providers and strategic alliance partners.

Alibaba’s Values

Customer First: The interests of our community of consumers, merchants, and enterprises must be our first priority.

Teamwork: We believe teamwork enables ordinary people to achieve extraordinary things.

Embrace Change: In this fast-changing world, we must be flexible, innovative and ready to adapt to new business conditions in order to maintain sustainability and vitality in our business.

Integrity: We expect our people to uphold the highest standards of honesty and to deliver on their commitments.

Passion: We expect our people to approach everything with fire in their belly and never give up on doing what they believe is right.

Commitment: Employees who demonstrate perseverance and excellence are richly rewarded. Nothing should be taken for granted as we encourage our people to “work happily and live seriously.”

Alibaba’s Businesses

Taobao Marketplace: China’s largest mobile commerce destination

Launched in 2003, Taobao Marketplace is a social commerce platform that allows consumers to enjoy an engaging, personalized shopping experience optimized by big-data analytics. Through highly relevant and engaging content and real-time updates from merchants, consumers can learn about products and new trends as well as interact with each other and their favorite merchants and brands on Taobao Marketplace. Merchants on Taobao Marketplace are primarily individuals and small businesses. According to Analysis, Taobao Marketplace was China’s largest mobile commerce destination in terms of gross merchandise value in 2017.

Tmall: China’s largest B2C platform

Launched in 2008, Tmall caters to consumers looking for branded products and a premium shopping experience. A large number of international and Chinese brands and retailers have established storefronts on Tmall. According to Analysis, Tmall was the largest B2C platform in China in terms of gross merchandise value in 2017.

Aliexpress: Global retail marketplace

Launched in 2010, AliExpress is a global retail marketplace that enables consumers from around the world to buy directly from manufacturers and distributors primarily in China. In addition to the global English-language site, AliExpress operates multiple local-language sites, including sites in Russian, Portuguese, Spanish and French. Top consumer markets where AliExpress is popular are Russia, the United States, Brazil, Spain, and France.

Alibaba.Com: Leading wholesale marketplace for global trade

The first business of Alibaba Group, Alibaba.com is a leading wholesale marketplace for global trade. Buyers on Alibaba.com, who are located in more than 190 countries (as of March 31, 2018), are typically trade agents, wholesalers, retailers, manufacturers, and SMEs engaged in the import and export business. Alibaba.com also offers its members and other SMEs import/export supply chain services, including customs clearance, trade financing, and logistics services.

Alibaba Cloud: One of the world's top three IaaS providers

Established in 2009, Alibaba Cloud the cloud computing arm of Alibaba Group is among the world's top three IaaS providers according to Gartner, and the largest provider of public cloud services in China according to IDC. Alibaba Cloud provides a complete suite of cloud services to businesses worldwide, including merchants doing business on Alibaba Group marketplaces, start-ups, corporations, and government organizations. Alibaba Cloud is the official Cloud Services Partner of the International Olympic Committee.

Alibaba’s Culture is about Championing Small Businesses

We aim to build the future infrastructure of commerce. We envision that our customers will meet, work and live at Alibaba and that we will be a company that lasts at least 102 years.

The company operates an ecosystem where all participants – consumers, merchants, third-party service providers, and others – have an opportunity to prosper. Its success and rapid growth are built on the spirit of entrepreneurship, innovation, and an unwavering focus on meeting the needs of its customers.

For a company that was founded in 1999, lasting at least 102 years means it will span three centuries, an achievement that few companies can claim. Alibaba’s culture, business models and systems are built to last so that it can achieve sustainability in the long run.

Alibaba believes that a strong sense of shared values enables it to maintain a common company culture and community, no matter how large it grows. The company enables commercial and social interactions among hundreds of millions of users, between consumers and merchants, and among businesses every day.

Further, the company empowersits customers with the fundamental infrastructure for commerce and new technology, so that they can build businesses and create value that can be shared among its ecosystem participants.

Belaud the Brilliance

Chris Tung, Chief Marketing Officer:

Chris Tung joined the company as a chief marketing officer in January 2016. He has also been president of Alimama from November 2017 to November 2018.

Prior to his current position, Chris was the chief executive officer of VML China, a marketing agency, from October 2010 to January 2016. Before joining VML, he was at PepsiCo China from October 2004 to October 2010 where he served as vice president of marketing. Prior to that, Chris worked at Proctor & Gamble from 1995 to 1998, Gigamedia from 1998 to 2001 and L’Oréal from 2001 to 2003 in various senior management positions.

Chris received a bachelor’s degree in electrical engineering from National Taiwan University and a master’s degree in industrial engineering from the University of Michigan, Ann Arbor.

“Our mission is to make it easy to do business anywhere.”