Tailored dog-food brand, tails.com has announced the appointment of Lai-Ping Lai as Chief Product Officer.

Lai-Ping, who joined the company in October 2018, reports into CEO James Davidson, and leads the 18 strong tech and digital product teams at the tails.com HQ in Richmond.

Lai-Ping joins tails.com having led high performing product management, product design and technology teams at some of the UK’s leading industry organisations including eBay, Skype, Zoopla and The Guardian.

A digital native, Lai-Ping will be helping to continually innovate the tails.com digital product, working closely with the CX team to respond effectively to customer feedback whilst harnessing innovation in technology and manufacturing to offer the best product and service for pet owners.

Since launching in 2014, tails.com has seen rapid growth, becoming the UK's most advanced player in the direct-to-consumer, tailor-made pet nutrition category. Today, the company feeds over 100,000 dogs in the UK and delivers more than 6 million bespoke meals each month.

Lai-Ping Lai says: “I am delighted to join the team. As well as having created a leading tailored dog-food product, tails.com offer an unrivalled service to pet owners that helps them make the right nutritional choices for their dog.

“Tails.com were early to identify changes in the way consumers want to shop and care for their pets, and married digital technology, food innovation and advanced manufacturing techniques to offer a customized nutrition service that is changing the world of pet food for good.

“I am excited to be part of the growing team and to build the business to reach even more dogs and owners.”