Chris Tung
President, Corporate Development at Alibaba Group


Chris Tung was appointed President of Alibaba Group in May 2023, in charge of Corporate Development. In this new role, he is responsible for leading strategic alliance with Group partners, driving digital commercial innovations as well as efficient collaboration across the Group's businesses. Chris joined Alibaba Group in January 2016, and has served as Chief Marketing Officer since then until April 2023.

Prior to joining Alibaba, Chris was Chief Executive Officer of VMLY&R China, a marketing agency, from October 2010 to January 2016. Before joining VMLY&R, he was at PepsiCo China from October 2004 to October 2010 where he served as Vice President of Marketing. Previously, Chris has worked in various senior management positions at Proctor & Gamble, Gigamedia and L’Oréal and has managed 4 of the top 100 most valuable global brands throughout his career.

Chris is best known for his strong leadership in driving marketing innovation and defining new models to build brands. During his tenure as Chief Marketing Officer at Alibaba, he has led different business divisions to create many best-in-class cases including Taobao Maker Festival, Taocafé unmanned store, Buy+ VR online shopping, Tmall double 11 (single’s day) TV gala, Tmall iStore, etc. He also spearheaded the strategic sponsorship with the IOC, which made Alibaba the first Internet company to become the global TOP partners for the Olympic games.

Chris created the concept of “Uni Marketing”, a revolutionary marketing system that significantly improves the effectiveness of marketing and advertising by leveraging Alibaba’s business intelligence. The new methodology is transforming the way to do brand marketing and generating strong momentum for marketing industry evolution in China. As a result, Chris was awarded as “the top 50 creative people of the year” by Ad Age (2016), one of the “top 50 most innovative CMOs of the year” by Business Insider (2017), “the top 50 most influential people in the APAC digital industry” by The Drum (2018), and “the world’s most influential CMOs” by Forbes (2018, 2022).

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