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Zymix Hires Alibaba Executive As Corporate Affairs Chief
(MENAFN- PRovoke)
LONDON - Social technology start-up Zymix has appointed former Alibaba Group executive Nikita Sun as chief strategy and corporate affairs officer ahead of a wider rollout across UK universities this autumn.
Sun (pictured) will lead strategy and growth for Zymix, working across product, marketing and corporate affairs to shape the company's UK market strategy, consumer proposition and positioning.
Zymix has also appointed Hotwire to handle media relations around the launch, adding the start-up to the technology agency's UK client roster.
The company is developing what it describes as an all-in-one social“super-app” for Gen Z consumers aged over 18, bringing together messaging, communities, events, short-form video, payments, content creation and mini apps on one platform. The app is currently available in beta ahead of the university rollout.
Zymix is positioning the platform as an alternative to the increasingly fragmented digital experience of moving between multiple apps to communicate, discover content, organise events and make payments. Its initial target audience includes university students and young professionals.
Unusually for a social media platform, Zymix says its aim is to help its Gen Z users spend less time online, rather than encouraging them to remain on the app. By bringing messaging, payments, events and other services together, it hopes to reduce the time young people spend switching between different platforms.
Sun has 14 years of experience across technology, AI, cloud and digital innovation, with a particular focus on consumer behaviour, communications and culture.
At Alibaba Group, she was director of brand marketing and government affairs, leading brand strategy, integrated campaigns and technology product launches across international markets. She has also worked on initiatives intended to increase the technology group's market visibility, customer engagement and commercial growth.
Sun said Zymix was responding to“a fundamental shift in the way people experience technology”.
“Digital services have become increasingly fragmented, with consumers moving between a growing number of platforms to manage different aspects of their social lives,” she said.
“We have an opportunity to rethink that experience. Zymix is building a single ecosystem that brings communication, communities and everyday experiences together, while putting greater emphasis on simplicity and meaningful connection.”
Sun's appointment comes as established social platforms face increasing scrutiny over their impact on users and their reliance on business models designed to maximise attention and time spent on screen.
Sun (pictured) will lead strategy and growth for Zymix, working across product, marketing and corporate affairs to shape the company's UK market strategy, consumer proposition and positioning.
Zymix has also appointed Hotwire to handle media relations around the launch, adding the start-up to the technology agency's UK client roster.
The company is developing what it describes as an all-in-one social“super-app” for Gen Z consumers aged over 18, bringing together messaging, communities, events, short-form video, payments, content creation and mini apps on one platform. The app is currently available in beta ahead of the university rollout.
Zymix is positioning the platform as an alternative to the increasingly fragmented digital experience of moving between multiple apps to communicate, discover content, organise events and make payments. Its initial target audience includes university students and young professionals.
Unusually for a social media platform, Zymix says its aim is to help its Gen Z users spend less time online, rather than encouraging them to remain on the app. By bringing messaging, payments, events and other services together, it hopes to reduce the time young people spend switching between different platforms.
Sun has 14 years of experience across technology, AI, cloud and digital innovation, with a particular focus on consumer behaviour, communications and culture.
At Alibaba Group, she was director of brand marketing and government affairs, leading brand strategy, integrated campaigns and technology product launches across international markets. She has also worked on initiatives intended to increase the technology group's market visibility, customer engagement and commercial growth.
Sun said Zymix was responding to“a fundamental shift in the way people experience technology”.
“Digital services have become increasingly fragmented, with consumers moving between a growing number of platforms to manage different aspects of their social lives,” she said.
“We have an opportunity to rethink that experience. Zymix is building a single ecosystem that brings communication, communities and everyday experiences together, while putting greater emphasis on simplicity and meaningful connection.”
Sun's appointment comes as established social platforms face increasing scrutiny over their impact on users and their reliance on business models designed to maximise attention and time spent on screen.
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