Hong Kong sourcing giant Li & Fung has appointed long-term company executive Deepika Rana as chief customer officer to integrate the company’s supply chain solutions.

Rana will take on the newly-created role in addition to her current responsibilities. She has been president of supply chain solutions for the last two years, and also holds the roles of president of the group executive office, and EVP and country director of the Indian subcontinent and Sub-Saharan Africa.

The new position serves to leverage Li & Fung’s global network in 50-plus production markets and integrate its diverse supply chain solutions to create a keenly focused customer-centric offering.

Rana started her career in JCPenney’s Purchasing Corp. in India. Prior to joining Li & Fung, she was the managing director of May department stores in India.

“With over 30 years of experience in managing and leading end-to-end functions in the supply chain at country, regional and global levels, Deepika’s strength lies in her innate understanding of brands, retailers and vendors, and in forging long-lasting partnerships,” says Li & Fung. “Over the past 16 years at Li & Fung, Deepika has championed innovative solutions that have delivered positive results for both its customers and vendor partners.”

In July, Li & Fung secured a US$100m investment from Chinese e-commerce leader JD.com to speed the development of its digital supply chain as well as new private label initiatives for the Chinese domestic market.