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Here’s how Alibaba is building brands on its platform

Updated : February 25, 2019 09:33 AM IST

In an interview to CNBC-TV18, Chris Tung, CMO of Alibaba spoke about the company’s marketing model and the company’s outlook going forward.

Speaking about the company’s brand strategy, Tung said, “I think I have a very interesting job. My job covers two parts, the first part is to look after all the brands in Alibaba portfolio. It is more than 30 and most of them have a global presence. I am working with a comprehensive size of the team for each business unit for brand building, marketing communication. That is what I call a typical CMO job that I love to do. However, what is more interesting about my job is to really support all the partners particularly merchants that are doing business on Alibaba platform day in day out to be more effective in the way they do marketing, in the way they build brands by leveraging Alibaba’s data technology and our ecosystem to better engage consumers.”
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