Meet The Team

BuyersCircle was founded by a team of ex-Alibaba executives, with extensive knowledge in providing business-to-consumer, and business-to-business sales services via BuyersCircle social e-commerce platform.

The Team

The BuyersCircle tech development team comes from a variety of different Chinese listed e-commerce companies, such as Taobao, Alibaba and Yahoo China. The team is proficient in implementing Spring Cloud’s microservice architecture, and front-end/back-end separation to build businesses, and has the ability to support large scale and complex systems.

Board Member

Siimon Reynolds


Siimon Reynolds is a serial entrepreneur with over 3 decades of experience building successful businesses. He co- founded the 15th largest marketing communications business in the world, with 6000 employees in 14 countries. Siimon has won over 50 business awards and is an award-winning author of 6 books on human excellence. He has been featured on 60 Minutes, NBC Today, Bloomberg, ABC News, Nine News, 7 News and Sky News, and in hundreds of print and radio interviews. He currently mentors CEOs and founders.

Jackey Xu


Jacky has spent more than 20 years working within the IT industry and decided to settle in Sydney after completing his MBA in Australia. Observing friends and family online shopping, he saw both the convenience and the inconvenience in traditional online platforms for both business owners and customer user experience. This inspired him to create the BuyersCircle WeChat app. Jackey values the importance of creating an outstanding user experience for all involved within the e-commerce world and discovered the social element boasted this experience within the WeChat app. He aims to provide an easy way for everyone to start and grow their own business, and giving Australian shoppers a confident and more convenient way to shop.

Steven James

Executive Director

Steven is the Managing Director of Seer Asset Management whose focus is to develop and manage wholesale investment funds, investing in alternative assets and sustainable and responsible global equities. Prior to this Steven was the Managing Director of Commsec Wholesale, a subsidiary of the Commonwealth Bank of Australia. With a wealth of experience in assisting companies to adapt and grow, helps ensure the continued growth of BuyersCircle, maintaining a robust level of capital and confidence for our future.

Sally Xie


Graduated with the Master of Quality Management from The Hong Kong Polytechnic University, Sally was the Senior Specialist of Brand and Marketing of Alibaba, and now the Founder & CEO of KaDa Story. Sally has successively won honors and awards such as “2017 Hangzhou Emerging Entrepreneur Star”, “2018 China Education Industry Emerging Figure”, “2019 Hangzhou Top Ten Women Entrepreneurship”, Entrepreneur State “The Most Notable Female Entrepreneur of 2020”; served as Zhejiang Zhonghua Vice President of Cultural Overseas Communication Promotion Association, Vice President of Hangzhou Venture Capital Association”.

The BuyersCircle Team

We have assembled a team of true experts, who are dedicated and passionate about creating a valuable shopping experience for the Australian community. We are excited to share our success with the Australian community, so they can share their goods and services through our BuyersCircle platform.


Justin King

CTO & General Manager, China

Justin leads a team of developer experts, with backgrounds in various industry-leading companies, focusing on app design, R&T testing and operating system maintenance. Justin has many years of experiences in leading e-commerce platforms, throughout the world, from start-up to established robust businesses. He has gained a great deal of knowledge in understanding the intricacies of e-commerce within different countries and regions and is looking forward to taking the BuyersCircle social community business model to the next level.


Allan Kuang

Procurement Director

Allan has more than 20 years of experience in the import and export industry. Allan has a wealth of successful experience in product procurement, processing, brand operation and company management.

Deedee Tan

Operation Lead

Deedee has over 10 years of online and offline operation management experiences, she has experience having worked for some of the industry-leading e-commerce companies in China. With Deedee’s strong  background, she is responsible for providing a customised result-oriented strategy to grow the BuyersCircle’s operation team.

Paul Sewell

Product Catagory Manager

Paul is an expert in category management, product innovation, marketing, structural packaging & design.
He has significant industry experience having worked for major retail brands in the UK, Europe, Australia and Asia including Asda, Coles, Woolworths and Harris Farm Markets. He has a proven track record in setting and achieving growth targets and step changing business.
At Buyers Circle he is responsible for utilising insights to determine industry and consumer trends as well as fostering relationships with strategic supply partners and independent vendors to develop product categories, pricing and promotional activities.

Holly Li

Senior Product Manager

Holly has over 20 years of experience in managing projects across Europe, China, and Australia, she has delivered innovation technology and product in numerous businesses and lead the transformation from traditional business model to new social e-commerce model. At BuyersCircle, Holly is responsible for leading product strategy, structure, product management & go-to market strategy.

David Antico

Fresh Produce Specialist

David is a fourth generation produce professional with over 25 years of experience in both the hospitality and fresh produce industries. He brings extensive experience and knowledge of the fresh produce industry to BuyersCircle, having owned and worked in businesses in every facet of this industry. David has vast experience in procurement, quality control, project management, and managing end to end supply chains, both domestically and internationally. He will add significant value into BuyersCircle’s overall supply chain, utilising his extensive networks whilst continuing to explore more growth opportunities for the company to expand its offering to the market.


Paul Zhang

Technology Lead

Paul Zhang is an experienced engineer and tech leader, holding a BS degree from Tsinghua University, China, and a PhD degree of AI from Griffith University, Australia. Paul worked as a developer, tech lead, architect in various tech companies, including Amazon (US), Ladbrokes, Healthcare Logic, and now BuyersCircle. He has over 20 years of development experience ranging from database, API servers, info security, to mobile apps. At BuyersCircle, Paul is responsible for overseeing the right technology being applied to the right business plans, ensuring the top-notch customer experiences, the fastest pace of technical innovation, and the smoothest business expansions.

Mingtao Li

Technology Architect

As the Technology Architect of BuyersCircle, Mingtao brings his extensive system architect experience to BuyersCircle. His strength lies in building systems with expandable capabilities to adapt and allow for rapid growth. Mingtao is responsible for BuyersCircle’s global system building, maintenance and innovation, ensuring the company achieves its goals and is ready for change and continued expansion.


Nicole Gassett

Senior Marketing Manager

Nicole has joined BuyersCircle to elevate our marketing and brand evolution with her diverse experience in brand management, marketing communications and sustainably accelerating market growth. Nicole has worked with global and local brands including BT Financial Group, Compass Group Australia at Google, Rockpool Dining Group and Unilever and in doing so has inherited a robust multi-channel marketing mindset to drive our business forward.

Advisory Team

Tricia Klinger

Marketing Advisor

Tricia Klinger is a professional Non-Executive Director and currently serves on the board of Procurement Australia and Rigetti Australia. Tricia brings to the board, extensive leadership experience in governance, technology and innovation, along with customer lead digital transformation. Prior to her Non-Executive director career, Tricia held leadership roles in marketing and communications in both large consumer and b2b brands in Australia and Hong Kong.

Michael Chen

Business Advisor

Michael graduated from Zhejiang University with a major in Computer Science. He earned reputation and credibility among peers in the Australian capital market and thus won numerous exclusive local program cooperation opportunities.


Strategy Advisor

An aerospace engineer by training, Guy worked in both industry and finance before founding Purdey Investment. Prior to Purdey, he was an investment specialist for global equities hedge fund manager Platinum Asset Management.