Alberto Billato
Milan
Summary
Data-driven Senior Commercial and Digital Director adept at building global teams, driving profit growth, and implementing high-impact marketing, eCommerce and digital strategies. Demonstrated success in both public listed and VC-backed companies.
Key Expertise:
- Developed and executed Business growth, Go-to-market, eCommerce and Marketing strategies for consumer durable and non-durable products across diverse industries globally.
- Implemented Growth Engine Components and instilled Growth Hacking culture, driving revenue scaling, profitability enhancement, CLV/CAC optimization, and substantial OpEx savings.
Overview
13
13
years of professional experience
Work History
eCommerce Commercial Director
Decathlon
01.2024 - Current
- Company Overview: Sport goods retailer. Over 100k employees and €16b revenue globally.
- Responsible for ecommerce commercial strategy definition and execution for the Italian market worth over €130m revenues.
- Achieved +20% GMV improvement vs. target in the first 12 months.
- Developing the digital sustainability agenda, including Buy-back, Rent and repair business channels.
- Team management of 15 direct reports, including Category managers, Data Analysts, Product Owners with focus on Personalization and Internal Search.
- Reporting to the Chief Commercial Officer.
Senior Director, Digital Commerce
Videndum plc
01.2021 - 12.2023
- Company Overview: Hardware/software solutions for content creators listed on LSE. Over 1.700 employees and £400m revenue.
- Led omnichannel business transformation, implementing channel segmentation, CRM, and in-house Consumer Care/Digital marketing teams. Grew D2C EBIT from 2% in 2020 to 18% in 2023.
- Managed P&L for Digital Sales BU valued at £50m, encompassing D2C, Amazon Vendor, and global marketplaces.
- Expanded internal talent pool, increasing digital commerce team from 7 to 25 direct reports.
- Part of the Executive Leadership Team.
Group Marketing & Ecommerce Sales Director
STIGA spa
10.2017 - 12.2020
- Company Overview: Garden machinery manufacturer backed by Private Equity. Over 1.800 employees and €600m revenue.
- Oversaw re-branding of STIGA, boosting brand awareness from 5% to 20% in Europe with just 2% OpEx budget relative to Group turnover.
- Managed P&L for fast-growing eCommerce D2C and Amazon Vendor channel, scaling annual revenues from €0 to €10m in 2 years.
- Increased website traffic 10x through structured SEO, Affiliates, CRM, and UX strategies in 15 months.
- Developed and introduced in over 2k independent shops in-store merchandising modules boosting turnover by sqm by 10%,
- Expanded eCommerce and Marketing team from 3 to 15 direct reports.
- Direct report to Group CEO.
Global Ecommerce Manager
De'Longhi Group
09.2014 - 09.2017
- Company Overview: Small domestic appliances manufacturer listed on BIT. Over 10.000 employees and €3b revenues.
- Formulated D2C global eCommerce strategy across 12 markets and 24 brand websites for DLG brands, yielding €15m annually from zero in 24 months, with EBIT 3x higher than Group average.
- Established and executed ongoing global "Perfect Store" program to enhance merchandise and sales performance for online retailers.
- Reporting to the Group Marketing Director and managing a team of 40.
EU Country Manager
WiggleCRC
02.2012 - 08.2014
- Company Overview: Sport outdoor eCommerce-only retailer backed by Private Equity. Over 900 employees and £400m revenue.
- Led trading and marketing strategy across 8 European markets, achieving a 50% revenue CAGR totaling €70m.
- Launched in-house brands DHB (run & cycle apparel) and Verenti (bikes) in Europe, securing online & offline PR, athlete ambassadorships, and event presence. Resulted in DHB & Verenti becoming 4th and 5th top-selling brands on wiggle.com within 12 months of launch.
- Internally promoted within 12 months from EU Marketing executive.
Education
Specialization - AI for Business
Uni. Pennsylvania
01-2023
Specialization - Growth Hacking
Talent Garden
Milan, Italy01-2021
Master of Science - International Business Management
Ca' Foscari
Venice, Italy01-2010
Bachelor of Science - Marketing
Ca' Foscari
01-2008
Skills
- Strategic planning
- Organizational change management
- Growth mindset
- Team development
- Emotional intelligence
- Resilience
Affiliations
- Advisory Board member - Politecnico di Milano University 2025 -27
- Board of Directors of Federmanager TV & BL 2022 - 25
- Deputy coordinator for A.I. commission of Federmanager 2023 – 25
LANGUAGES
English - Fluent
Italian - Bilingual
Timeline
eCommerce Commercial Director
Decathlon
01.2024 - Current
Senior Director, Digital Commerce
Videndum plc
01.2021 - 12.2023
Group Marketing & Ecommerce Sales Director
STIGA spa
10.2017 - 12.2020
Global Ecommerce Manager
De'Longhi Group
09.2014 - 09.2017
EU Country Manager
WiggleCRC
02.2012 - 08.2014
Specialization - AI for Business
Uni. Pennsylvania
Specialization - Growth Hacking
Talent Garden
Master of Science - International Business Management
Ca' Foscari
Bachelor of Science - Marketing
Ca' Foscari
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