Aaron has more than 15 years’ experience in digital marketing, digital advertising and brand growth strategy. He has served more than 500 multinational and local clients on strategic and operational topics, covering growth strategy and e-commerce planning, particularly on emerging technology platforms, commercial excellence and digital transformation.

After joining Alibaba, he has dedicated significant time to the incubation of data marketing tools and business strategy methodology for a variety of consumer product industries.

Currently, he leads the brand & business strategy for merchants operating on Taobao and Tmall. He is the author of playbook Tmall Business Management Methodology and works deeply with brands to improve their performance in digital innovation and business growth.