Aileen Shi is a highly accomplished Senior Brand & Business Strategy Expert at Taobao & Tmall Group Brand Business Development Center Business Growth. She has a proven track record of helping leading and emerging brands achieve digital transformation, product innovation and sustainable growth. She is also the author of Tmall Enterprise Management Guide.

Prior to joining Alibaba, Aileen has over 12 years of experience in brand building, product innovation, and growth strategy. She has led brand and innovation teams in multinational companies such as AB-Inbev, Danone, and Gsk, and has played a pivotal role in building brands from zero to one and piloting new products from zero to billion-dollar scale.

Aileen holds an MBA degree from the MIT Sloan School of Management.