MEET OUR LEADERS
ALEX JI Chief Executive Officer
Alex Ji is the Chief Executive Officer. Alex brings more than a decade’s experience in data, information technology and machine learning to his role at New Aim.
A proven leader in emerging technologies, Alex joined the company as Chief Information Officer in 2021. In 2024, Alex expanded his role to also include Chief Operating Officer and as of June 2025 is the Chief Executive Officer of New Aim.
Alex was previously Head of Enterprise Data Science at NAB. His team was responsible for delivering machine learning and artificial intelligence models of automated capability across core business units, with Alex directly engaging C-level executives.
Prior to NAB, Alex was Data Science Manager at Vocus Group. During his time at Vocus, Alex built the data science function and team from zero and designed the data science roadmap from scratch. He has also worked as a Senior Data Scientist at Sportsbet, building its first big data analytics platform on AWS.
Alex has a Bachelor of Computer Science (Hons) specialising in computer software engineering and artificial intelligence from Northwestern Polytechnical University. He also holds a Doctor of Philosophy (PhD) focusing on information sciences and engineering from The Australian National University in Canberra.
CECILIA CHIU Chief Operating Officer
Cecilia Chiu is the co-founder and Chief Operating Officer of New Aim, with more than 15 years’ experience in online marketplaces.
Unique in the Australian market, Cecilia has played a critical role in developing New Aim’s business-to-many (B2M) ecommerce model. She’s focused on using market research and data analysis to guide digital strategy, which has contributed to New Aim’s success in procurements, as well as channel expansion and integration.
With New Aim since the beginning, Cecilia has managed budgets of more than $200 million, guiding on financial planning, marketing, product development and sourcing.
In 2009, Cecilia introduced the dropship model to Australia, which has since become a launching pad for some of Australia’s largest retailers and many more small businesses.
In 2012, Cecilia created Australia’s first B2B retail platform, Dropshipzone, with the goal of building out the Australian ecommerce ecosystem. It’s her mission to empower Australian SMEs to start and scale through ecommerce.
Cecilia holds a Bachelor of Science specialising in business administration and management from University of Bradford. She also has a Masters in Professional Accounting from RMIT University in Melbourne, Australia.
STEPHEN XIAO Chief Financial Officer
Stephen Xiao brings over 15 years of professional transaction experience working with KPMG Deal Advisory across China and Australia. He has provided financial and operational due diligence support for a variety of clients including state-owned enterprises, private equity funds, and listed companies in M&A deals across China, South East Asia, Europe, and Australia. His deal experience spans over a wide range of sectors, including ecommerce, retail & consumer goods; manufacturing, infrastructure; healthcare; and energy & resources.
Stephen is skilled at immersing himself in a business and taking a macro view of the numbers, drivers and risks relating to key aspects of operations, including sales & marketing, service providers, and the supply chain.
Stephen has also helped a number of private business owners plan their exit, providing support through the sale process or IPO journey. He has assisted in financial information analysis and presentation, financial forecasting, and IM drafting.
Both a Certified Public Accountant in New Hampshire, USA (AICPA) and a Chartered Accountant in Australia and New Zealand (CA ANZ), and with many years of working experience in China, Stephen is familiar with navigating different accounting standards applied in China, Australia and the US, and handling accounting matters of varying complexity.
CARRIE HU Chief Information Officer
Carrie Hu is the Chief Information Officer at New Aim. Carrie brings over 17 years of expertise in data, information technology, and project management. She joined New Aim in 2021 as Head of Digital Product and ascended to the role of Chief Product Officer in April 2024 and as of June 2025 became the Chief Information Officer. Prior to her tenure at New Aim, Carrie held project management roles at NAB, where she honed her skills in managing complex projects and driving digital innovation.
Carrie’s leadership in standardising the digital supply chain and driving marketplace transformation has earned her a strong reputation across the enterprise. Her contributions were recognised in 2023 when she won Digital Transformation Leader of the Year at the Women in Digital Awards. Carrie’s industry expertise is further evidenced by her participation in eCommerce strategy panel discussions at Online Retailer Expos and her role as a judge for the 2024 Women in Digital Awards.
Committed to nurturing future leaders, Carrie actively mentors team members and serves as a Director of Inspiring Girls Australia. She holds a Bachelor of Commerce (BCom) in Accounting and Finance from the University of Melbourne.
CHRISTINE PENG Chief People Officer
Christine Peng brings over 17 years of human resources and leadership experience across the high-tech and logistics industries, having held senior and expert roles at global technology leader Lenovo and logistics giant SF Express. She has led large-scale workforce strategies and transformations across diverse organisational settings, with deep expertise in talent management, organisational development, and digital transformation in HR.
Christine’s career has been defined by her ability to scale people operations in fast-growing, complex environments. Her experience spans end-to-end HR functions, from strategic workforce planning and leadership development to employee engagement and cultural transformation. She is known for building agile, high-performing HR teams that partner closely with the business to deliver impact.
At New Aim, Christine serves as Chief People Officer, driving future-ready talent strategies, enhancing employee experience, and building a strong leadership capability framework. She is passionate about empowering individuals, fostering a culture of continuous learning, and enabling inclusive, high-performing workplaces.
