Billabong Omni-Channel Program
Global Program Manager (2015-2018)
Billabong’s game plan was simple: Fewer, Bigger, Better. The goal? Go all-in on direct-to-consumer, boost wholesale in the process, and make the entire shopping experience feel as effortless as catching the perfect wave. Whether customers were hitting up a retail store, browsing online, calling in, scrolling social, or shopping on mobile, the Omni-Channel Strategy was about creating one smooth, connected ride—wherever and however they engaged with the brand.
The shift wasn’t just about keeping up—it was about leading the charge. With mobile tech booming and customer expectations skyrocketing, the days of separate retail, wholesale, and online experiences had wiped out. Billabong had to rethink its entire business approach, from backend systems to customer interactions. That meant ditching the silos and getting every brand on board with a fully integrated, enterprise-wide solution—one that could handle everything from demand planning to customer relationships while making operations more efficient.
By November 2014, it was time to paddle out into the deep and find a digital commerce solution that could replace the patchwork of outdated platforms. The result? A cloud-based enterprise system that brought together product content, digital marketing, eCommerce operations, CRM, inventory, and wholesale—all under one roof. No more clunky handoffs, no more disconnected experiences. Just one seamless, high-performance platform built to keep the stoke alive—whether customers were shopping online, in-store, on mobile, or wherever their next adventure took them.
Launched January 2018
Project Objectives:
| From | To |
|---|---|
| 22 unique front end systems, 23 unique back end systems and 26 bolt-on applications | One global cloud-based commerce ecosystem with simplified front and back end systems |
| Disjointed experience, poor data capture and inventory share between retail, wholesale and online | Development of a consistent customer experience across all brand touch points and seamless inventory management |
| 9 customer databases | 1 centralized customer database categorized by brand |
| 3+ points of sales systems | An integrated single global cloud-based POS system |
| 15 different website experiences across 9 brands and 3 regions. | A consolidated website template with modular components that would work for the 3 regions and 9 brands and could be expanded to migrate the reset of Billabong’s brands. |
Project Details:
My Role:
Reporting to the Chief Technology Officer and the Global Director of Direct-to-Consumer Technologies, I took the helm as Program Manager and Digital Product Owner, steering a $40M global omni-commerce transformation. With a crew of project managers, business analysts, engineers, UX designers, architects, and customer service leads reporting directly into the program, I managed the roadmap, execution, and cross-functional collaboration needed to bring this ambitious program to life. Beyond overseeing the big picture, I owned key digital product tracks, including eCommerce, user experience, asset management, merchandise planning, and warehouse management, ensuring every piece worked seamlessly together.
This wasn’t just a tech overhaul—it was a full-throttle business transformation, syncing up 110 stakeholders, 9 brands, and 3 global regions into one fluid, high-performance machine. From digital marketing and retail to finance, analytics, CRM, and logistics, I worked across every function to align priorities, streamline operations, and create a next-level shopping experience. Whether it was architecting the future of online sales, optimizing the supply chain, or fine-tuning the customer journey, I helped lay the foundation for Billabong’s next wave of growth.
- Brands
- Billabong
- Surf, Dive ‘n’ Ski
- RVCA
- Element
- Von Zipper
- Two Seasons
- Tigerlily
- Amazon Surf
- Sector 9
- Workstreams
- Business to Consumer
- Business to Business
- ERP
- Retail Stores
- B2C and B2B Global Customer Service
- Demand Planning
- CRM & Loyalty
- CMS and DAM with integrated content distribution network
- Organizational Change Management
- System Training and Administration
- Distributed Order Management
- User Experience, User Interface, and Asset Management
- Finance and Reporting
- Quality Assurance and User Acceptance Testing
- Analytics and Reporting
- Hosting
- Program Management
- Physical and Data Architecture Design
- Details
- 9 brands, 3 regions, 6 ERPs
- Variations in regional product sourcing, materials, SKUs, pricing, planning, asset management, inventory, distribution, and customer visibility.
- Concept of mono-brands and multi-brands.
- Product data consistency and standardization between mono-brands and multi-brands.
- 215 retail locations
- Amazon Surf, Billabong, Amazon Surf Outlet, Billabong Outlet, Tigerlily, Surf Dive n Ski, RVCA, Sector 9, Element, 2 Seasons,
- UK, FR, ES, CZ, DE, US, AU, NZ
Results:
The Omni-channel project allowed for continual YoY growth in all channels. Kicked off in 2014 and launched in 2018, the platform allowed the business to grow its direct to consumer channel over 430% from under $20mm in 2014 to over $106mm in 2023.
