Milan, Italy

Nico Ruggiu.

Digital & E-Commerce Director

FieldDigital commerce & omnichannel
Experience16 years
P&L scaleup to €200M

Digital commerce leader building and running omnichannel businesses across direct-to-consumer e-commerce, marketplaces and retail partners — with P&L responsibility up to €200M. A decade at Nike, followed by senior roles at Lynk&Co, Reebok/Farfetch and HEAD.

Experience
Now
Digital Director, HEAD Group

Leads digital and e-commerce across the group's brands.

  • Re-launching HEAD Sportswear
  • Led the acquisition of Le Col, a cycling apparel brand
  • Re-launching the Vonn brand
2025
Freelance Senior Consultant & Fractional Leader
  • Led the acquisition of Dockers' European digital business from Levi's to Orbico Group
  • Shaped a 4-year strategic and execution plan to drive digital growth at Champion
  • Supported Avvale Consulting as subject matter expert on a large-scale Customer Data Platform (CDP) implementation for a top automotive brand
  • Strategic consultancy for a boutique Shopify development agency, shaping its growth strategy
  • Taught e-commerce classes at Milano Fashion Institute
2022
Senior Head of E-Commerce & Digital Partners, Reebok · Farfetch Group

Built Reebok's €200M EMEA digital business and led an organisation of 50+ through its transition into the Farfetch / New Guards Group.

2021
Digital Development Director, Lynk&Co · Volvo Group

Led web, app and CRM development for the automotive start-up as it scaled from launch to 35,000+ vehicles and a ~€200M revenue run-rate, leading a team of 20 direct reports.

2011
E-Commerce & Digital Leadership, Nike

A decade across Amsterdam, London and Barcelona — from intern to senior business leader. Ran Nike.com EMEA's $130M Jordan, Basketball and Football portfolio, and created a new EMEA liquidation channel delivering $500M+ GMV.

Education
MBA
ESADE Business School, Barcelona
Executive MBA
BSc
Università Cattolica del Sacro Cuore, Milan
Economics & Business Management
Other executive education courses

MIT — Digital Strategy & Transformation, Business Sustainability

Copenhagen Business School, Aalto University & Warwick Business School — Entrepreneurship, Strategic Negotiation, Corporate Finance

Languages
EnglishItalianSpanish
Values
Expertise

Deep, cross-vertical knowledge built across e-commerce companies of many sizes and stages.

Effectiveness

A results-driven approach, pairing strategic insight with steady execution.

Empathy

A business-side career spent understanding — and caring for — the people and organisations behind the numbers.