2026-04-16
91APP (Stock code: 6741), a leading omnichannel solutions company for retail and F&B, today announced the appointment of Amanda Chen, former General Manager, Brand & Category Management, Coupang Taiwan and General Manager & Head of Taiwan, Global Selling, Amazon Inc., as Chief Commercial Officer. In her new role, she will be responsible for driving key initiatives across large enterprise clients in retail, F&B, and advertising. Leveraging more than two decades of experience in e-commerce and digital advertising, with deep expertise in business development and cross-border operations, she will help strengthen integrated commercial execution as 91APP enters its next phase of growth, accelerate market expansion, address rising market demand, and contribute new growth momentum to the company’s ongoing business development.
Amanda Chen is among the few industry leaders with extensive international commercial development and senior management experience. She has strong capabilities in scaling emerging markets and driving business expansion, with a track record spanning large-scale e-commerce operations, brand strategic partnerships, digital advertising sales, cross-border market expansion, and leadership of large organizations.
Prior to joining 91APP, she served as General Manager, Brand & Category Management, Coupang Taiwan, where she led teams during a period of rapid market expansion and successfully integrated brand strategy, category growth, and supplier partnerships, resulting in significant improvements in gross margin performance. She served as General Manager & Head of Taiwan, Global Selling, Amazon Inc., where she supported Taiwanese brands in expanding cross-border e-commerce and contributed to Taiwan becoming one of the fastest-growing markets in the Asia-Pacific region. She has also held senior roles as Director & Head of Greater China, Global Business Group, Facebook Inc., Director, Global Marketing, Xiaomi Inc., and Marketing Director, E-Commerce Group, Yahoo Taiwan, building a career across five major global technology companies.
91APP Chairman Steven Ho stated that in the AI era, 91APP is entering a new growth phase centered on its GaaS (Growth-as-a-Service) strategy. Amanda Chen’s extensive expertise, deep understanding of brand-side needs, and proven experience in business expansion and cross-border operations are expected to help enterprise clients focus on key growth drivers in the AI era and accelerate 91APP’s integrated development across retail, F&B, and advertising markets.
Amanda Chen commented that brand management in the AI era has become more diverse and presents greater growth opportunities. She looks forward to leveraging 91APP’s omnichannel solutions to help large retail, F&B, and advertising brands unlock new avenues for growth.
The appointment will take effect in May.