Kristina Hui joined Alibaba Group in 2018 to help European companies trade globally. She is responsible for the beauty and personal care category on Alibaba’s Tmall Global platform, helping international brands to develop new revenue streams in China.

Kristina has extensive experience across the retail, fashion, manufacturing, and distribution sectors, within the Far East, Europe and North America. Prior to joining Alibaba, Kristina held senior management roles in international companies where she achieved record business growth. Kristina brings to the table her wealth of experience in business expansion strategy, product development and a knack for creating dynamic opportunities through collaboration.