FOUNDER FUNG LAM HANDS OVER CEO ROLE TO ALEX JI, MARKING NEW CHAPTER FOR NEW AIM
New Aim, Australia’s largest and fastest-growing private ecommerce company, announces a significant leadership transition as founder Fung Lam hands over the reins to the next generation of leadership.
After 20 years of building New Aim from the ground up into Australia’s leading ecommerce enabler, founder Fung Lam has appointed Alex (Yiming) Ji as the company’s new Chief Executive Officer, effective 1 June 2025. Fung Lam will transition to Executive Director, where he will focus on guiding the company’s long-term strategic direction.
“After 20 years building New Aim, it’s time for the next phase. Alex has proven himself over the past four years – he gets the business, he drives results, and he’s ready to take New Aim forward. This is the right move at the right time. With his tech expertise and business acumen, I’m confident he’ll accelerate our growth and expand our market position even further,” said Fung Lam, Founder and incoming Executive Director.
Alex brings more than a decade of experience in information technology, data analytics and AI integration, having held positions at major Australian companies before joining New Aim in 2021 as Chief Information Officer. Under Fung Lam’s guidance, Alex has played an instrumental role in the company’s transformation.
As CIO, Alex made significant contributions to the company’s digital transformation, driving technology enablement across business functions, promoting data-driven decision-making, and laying the foundation for more agile and scalable operations. He then transitioned into the role of Chief Operating Officer, leading major initiatives to streamline operational processes, drive cost optimisation, and enhance workforce management.
“I am truly honoured with the trust that Fung has placed in me to lead New Aim at this pivotal moment. I look forward to building upon the strong foundation he has created and working with our talented team to foster greater collaboration and support continued growth. Going forward, New Aim remains committed to supporting Australian ecommerce businesses by enhancing our technology and services, and sparking innovation. We’re excited to work alongside the community to grow the industry and create value for customers together.” said Alex Ji, incoming CEO.
This leadership transition marks an exciting new chapter for New Aim as the company continues its mission to revolutionise the Australian ecommerce landscape.
ABOUT ALEX JI
Since joining New Aim in 2021 as Chief Information Officer (CIO), Alex has been a key architect of the company’s evolution into a leading e-commerce technology company. He led transformative digital initiatives that established a scalable, efficient, and innovative technology foundation fully aligned with New Aim’s strategic goals. For his outstanding leadership and impact, Alex was recognized as a finalist in the prestigious CIO50 awards for two consecutive years (No.7 in 2024).
In his subsequent role as Chief Operating Officer, Alex broadened his responsibilities to optimize operational processes, enhance cross-functional collaboration, and accelerate business growth, positioning New Aim as a front-runner in industry innovation.
Before New Aim, Alex held senior data science leadership roles at NAB, Vocus Group, and Sportsbet, where he built and led teams that developed advanced AI, machine learning, and big data analytics platforms. He also served as a visiting professor at Soochow University, sharing his expertise in information technology, data science and AI.
Alex holds a Bachelor of Computer Science (Hons) with a specialization in software engineering and artificial intelligence from Northwestern Polytechnical University and earned his PhD in Information Sciences and Engineering from The Australian National University.
