Lai-Ping Lai made chief product officer at Tails.com

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Lai-Ping Lai

Lai began her career in digital 20 years ago

Direct-to-consumer dogfood supplier Tails.com has appointed Lai-Ping Lai to the new role of chief product officer.

She has been given charge of an 18-strong technology & digital products team at the company’s headquarters in Richmond, south west London.

Lai began her career in digital 20 years ago as group product development manager for online auction service QXL Ricardo (now Tradus). In 2003, she moved to eBay, where she became business manager for customer experience design before joining Microsoft as a consultant for information architecture & consumer proposition.

This was followed by stints at Skype, Zoopla, Guardian News & Media, delivery management software provider MetaPack, and mobile telecoms company Lebara. Most recently, she worked as a freelance consultant.

At Tails.com, where she reports to CEO James Davidson, Lai would work with the customer experience team “to respond effectively to customer feedback while harnessing innovation in technology and manufacturing to offer the best product and service for pet owners” said the pet nutrition business.

It launched in 2014 and now feeds in excess of 100,000 dogs in the UK, delivering more than six million bespoke meals each month. Earlier this year, it sold a majority stake to Nestlé Purina Petcare for an undisclosed sum.

Tails.com had been “early to identify changes in the way consumers want to shop and care for their pets” said Lai. It had “married digital technology, food innovation and advanced manufacturing techniques to offer a customised nutrition service that is changing the world of petfood for good.”

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