Emily Xu will step into an expanded role at Republic National Distributing Company (RNDC) as Chief Digital & Information Officer, effective March 7, 2025. Her extensive background in e-commerce, marketing and technology will play a crucial role in enhancing digital literacy and advancing the digital and technology capabilities at RNDC.
Emily Xu has been a driving force behind RNDC’s digital acceleration, previously serving as Senior Vice President of e-commerce and Marketing. Under her leadership, the eRNDC platform achieved a record-breaking $1 billion in revenue in 2024, according to the company, helping to connect brands, sales reps and customers 24×7. Emily’s ability to integrate technology, innovation, brand marketing and business growth makes her the ideal leader to advance RNDC’s digital and tech strategy.
“We are thrilled to announce Emily Xu in her new role as Chief Digital & Information Officer,” said Bob Hendrickson, CEO and President of RNDC, in a news release. “Her impressive track record in driving e-commerce success and her strategic vision for digital transformation will be invaluable as we continue to innovate and grow.”
Emily Xu Helps RND Remain Competitive
Emily expressed her enthusiasm for the new role, stating, “I am passionate about integrating business strategy and technology advancements. Today, technology plays a pivotal role in any industry to deliver operational efficiency and advance the business model to gain competitive advantage. The beverage alcohol industry is fast evolving, I look forward to working closely with our talented team at RNDC and our supplier partners to drive technology advancements in our industry and deliver exceptional value to our customers and partners.”
Additionally, Emily spearheaded several key projects at RNDC, according to the company, including applying AI/machine learning to provide real-time insights into customer behavior and sales leads. She also led the launch of Republic Digital (REDI), an e-commerce accelerator for brands, which connects brands with next-gen consumers and drives growth through digital ecosystems and the marketing landscape. Her work in these areas has enhanced RNDC’s operational capabilities and customer engagement.
Her previous experience includes executive leadership roles at luxury home goods brands such as Mitchell Gold + Bob Williams and Crate & Barrel along with mass retailer Sears Corporation, according to the company, where she drove omnichannel sales growth, customer experience, corporate strategy, and technology innovations. Emily also held various positions at AT&T/Bell Labs, where she worked in R&D, innovation and commercialization. She holds an MBA from the University of Chicago, an M.S. in Computer Science from the University of Illinois and a Bachelor of Engineering from Tsinghua University.
In this new role, Emily will lead and execute RNDC’s digital strategy, leveraging cutting-edge technology and innovative solutions to drive sales growth and enhance customer experiences and operational efficiency.
