Provi, the leading online B2B marketplace serving the beverage alcohol industry, has announced the appointment of Qingqing Ouyang as its new Chief Product and Technology Officer (CPTO). In this role, Ouyang will be responsible for overseeing Provi’s product, design, and engineering functions, driving the company’s strategic investments in digital technology, and enhancing connectivity across the complex three-tier beverage alcohol distribution system.
This leadership move comes at a pivotal moment for Provi, as the company continues to solidify its position as a digital pioneer in an industry historically reliant on legacy systems, manual processes, and siloed operations. Ouyang’s extensive background in leading innovative technology teams through rapid growth phases at high-performing organizations makes her well-suited to guide Provi through its next chapter of expansion and transformation.
A Proven Leader in Tech-Driven Transformation
Ouyang brings a wealth of experience in both technology and business leadership across a wide range of industries. Most recently, she served as Chief Product and Technology Officer at OJO Labs, a real estate technology company known for using artificial intelligence to improve the home-buying experience. Prior to her time at OJO Labs, she held senior leadership roles at Main Street Hub—a marketing platform for local businesses that was acquired by GoDaddy—along with major technology firms Dell and Oracle.
Throughout her career, Ouyang has demonstrated a deep ability to bridge the gap between technical innovation and business value. She has led product strategy, software engineering, user experience design, and data science teams, consistently delivering scalable solutions that respond to customer needs while supporting long-term growth objectives. Her appointment at Provi signals the company’s commitment to deepening its technology-first approach in service of the beverage alcohol industry.
A Vision to Drive Change in a Traditional Industry
“Provi is addressing a real and persistent need across the beverage alcohol industry, and it’s clear the platform is already delivering meaningful value,” said Ouyang. “I’m excited to build on that momentum by scaling our product and technology capabilities, developing a world-class engineering and product team, and delivering digital solutions that empower our partners to operate more efficiently and make smarter, data-informed business decisions.”
Ouyang’s arrival underscores Provi’s broader vision of modernizing the way beverage alcohol is bought and sold in the United States. The industry operates within a federally mandated three-tier system consisting of suppliers, distributors, and retailers. While this structure has created a regulated and orderly marketplace, it has also historically limited transparency and technological advancement. Provi’s platform aims to overcome these challenges by offering a seamless digital experience that connects all three tiers in one centralized ecosystem.
As CPTO, Ouyang will play a central role in refining Provi’s digital infrastructure, expanding its capabilities, and ensuring the platform continues to serve as a powerful tool for its diverse users—ranging from national retailers to local bars and restaurants, independent distributors to global suppliers.
A Strategic Addition to a Veteran Executive Team
“We are thrilled to welcome Qingqing to Provi and the broader total beverage industry,” said Taylor Katzman, Founder and CEO of Provi. “Her deep expertise, thoughtful leadership, and track record of innovation will strengthen our ability to deliver technology that simplifies and improves the day-to-day experience for everyone in the supply chain—distributors, retailers, suppliers, and control states alike.”
Ouyang will report directly to Katzman as part of Provi’s executive leadership team, which includes accomplished professionals from some of the most respected companies in beverage alcohol, consumer packaged goods, and technology. The team features veterans from organizations such as Drizly, Beam Suntory, Constellation Brands, and Guayakí Yerba Mate, bringing together a unique blend of industry insight and digital savvy.
This leadership collaboration is expected to accelerate Provi’s ability to innovate at scale, respond to the needs of its rapidly growing user base, and further differentiate its offerings in a competitive landscape.
A Platform Positioned for Impact
Founded in 2016, Provi has rapidly grown into the largest online B2B marketplace dedicated to the beverage alcohol industry. Its platform simplifies the ordering process by enabling retailers to browse and purchase products from multiple distributors in one place. By replacing outdated phone, email, and spreadsheet-based ordering with a unified digital interface, Provi is helping thousands of bars, restaurants, and retail establishments save time, reduce errors, and make more strategic purchasing decisions.
In recent years, the company has expanded its reach and capabilities through partnerships, integrations, and strategic acquisitions. This includes its merger with Drizly’s B2B division in 2021, further reinforcing its position as a category-defining technology provider. With more than 1,400 distributors and over 700,000 products represented on the platform, Provi continues to demonstrate how digital transformation can unlock new levels of efficiency and transparency in an industry known for its complexity.
As Provi pushes forward with plans for continued growth, innovation, and value creation across all three tiers, Ouyang’s leadership is expected to play a critical role in shaping the next evolution of the platform—and, by extension, the future of how beverage alcohol commerce is conducted in the U.S.
