Christina Fontana has led SHEIN’s Marketplace operations in Europe since July 2023. Based in Milan, she oversees the integration of brands into the company’s German and broader European Marketplace, with a focus on expanding product selection and enhancing the shopping experience for millions of customers worldwide. With extensive experience in the e-commerce industry, Christina previously spent several years at Alibaba Group, where she led expansion strategies for the Fashion and Luxury categories on Tmall across Europe and the United States. In this role, she played a key part in supporting the entry and positioning of numerous Western brands in the Chinese market. Her career also spans complementary sectors. She served as Country Manager for Italy at HiPay, worked in international sales at H3G, co-founded Wireless Digital Contents, and held leadership roles at Sportal Italia. Christina holds a degree in Political Economy of Industrial Societies from the University of California, Berkeley, and also studied at Bocconi University in Milan. Born in Los Angeles, she combines an international academic background with a diverse professional path, and is widely recognised as a leading voice in the evolution of the global fashion and luxury marketplace ecosystem.