Provi has appointed Qingqing Ouyang as chief product and technology officer.

The hire reflects the company’s focus on expanding its digital infrastructure and streamlining operations across the industry’s three-tier system of retailers, distributors, and suppliers. Provi is the largest online B2B marketplace for the U.S. beverage alcohol industry.

About Provi’s new chief product and technology officer

Ouyang brings more than 20 years of experience leading product and engineering teams at technology firms. Most recently, she held the same title at the real estate platform OJO Labs. Her previous roles include leadership positions at Main Street Hub (acquired by GoDaddy), Dell, and Oracle.

At Provi, Ouyang will oversee product, design, and engineering, with a mandate to develop digital tools that improve ordering and supply chain visibility in a complex, regulation-heavy market.

“Qingqing’s experience scaling digital platforms in dynamic industries will be critical as we continue building tools to simplify operations across the beverage alcohol supply chain,” said Taylor Katzman, founder and CEO of Provi.

She will report directly to Katzman.

“The beverage alcohol industry faces operational and compliance challenges that technology can help address,” Ouyang said in a statement. “I’m looking forward to scaling our platform to support more efficient decision-making for all tiers of the industry.”

Founded in 2016 and based in Chicago, Provi provides a centralized marketplace for licensed alcohol buyers to connect with distributors and manage orders. The platform is active nationwide and incorporates legacy media and data assets including Beverage Media and SevenFifty Daily.

Ouyang’s appointment comes amid growing digital investment across the beverage supply chain, as companies seek greater transparency, improved inventory management, and better analytics in a traditionally manual industry.

Sign up

Sign up for a complimentary subscription to Digital Commerce 360 B2B News. It covers technology and business trends in the growing B2B ecommerce industry. Contact Mark Brohan, senior vice president of B2B and Market Research, at [email protected]. Follow him on Twitter @markbrohan. Follow us on LinkedIn, X (formerly Twitter), Facebook and YouTube.