Lazada is the leading e-commerce platform in Southeast Asia.

HONG KONG–Lazada Group, the Alibaba-owned Southeast Asian e-commerce firm has announced an executive shuffle which will see its executive president Pierre Poignant replace Lucy Peng as chief executive officer with immediate effect. Peng will remain on as Lazada Group’s executive chairwoman.

Peng who was an original Alibaba co-founder alongside Jack Ma had been in the role just nine months. She took over the position from Max Bittner, who is due to start a new job as ceo of the Paris-headquartered luxury second-hand resale platform, Vestiare Collective, next January.

Lazada, launched in 2012, operates in six countries across Southeast Asia: Indonesia, Malaysia, the Philippines, Thailand, and Vietnam and is 90 percent owned by the Chinese tech giant. This year, it took part for the first time in the company’s signature Singles’ Day shopping festival, in which Alibaba netted a record $31 billion. Numbers for Lazada were not broken out.

Poignant engineered the development and expansion of Lazada’s logistics footprint and built the company’s e-logistics capabilities, the company said, serving previously as chief operating officer and working to oversee customer service, supply chain, and content production.

Peng said: “Pierre is a well-respected Lazada co-founder, who has contributed tirelessly to the company for the past six years. He and the team of other co-founders had the vision to build our logistics network from the ground up back in the days when no one in Southeast Asia believed in e-eommerce – this valuable asset has now set us apart from the competition. Over the years, Pierre has consistently delivered beyond his call of duty and excelled in every role he has taken up.”