CEVA Logistics has appointed Ching Guo as senior vice president of global contract logistics for its operations in the technology sector.

Based in Seattle, Guo will be responsible for maintaining and enhancing CEVA’s performance to improve customer satisfaction and service levels. He will report to Brett Bissell, chief operating officer of contract logistics.

According to CEVA, one of Guo’s first priorities is to define a standardization strategy for current operations to drive the company’s continuous improvement programme. He will also work with the business development team to grow new opportunities.

“I am delighted to welcome someone with such extensive and diversified experience as Ching to our team,” said Bissell. “His expertise in the management of supply chains and logistics within the hi-tech sector will be invaluable as we strive to continue to produce above market growth rates in our technology business”.

Guo joins from Alibaba, where he co-founded the Village Taobao business for the development of online product information, digital payment and last-mile logistics, according to CEVA.