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I'm Lorenzo Rabbia, a Senior E-commerce Strategy & Data Consultant with a track record of turning data, analytics, and market insight into growth for luxury and consumer brands. I specialize in shaping consumer-centric strategies, elevating digital performance, and driving revenue across direct-to-consumer and wholesale channels. I thrive in cross-functional environments, partnering closely with executives to translate complex data into clear, actionable strategies. In roles at Mulberry, Wolverine Worldwide, Birkenstock, Nike, and Amazon, I have led data-driven transformations—building first-of-its-kind consumer strategies, launching marketing analytics platforms, and delivering rapid, measurable outcomes in acquisition, retention, and lifetime value. My approach combines rigorous analytics with practical business judgment to deliver impact at pace.…I'm Lorenzo Rabbia, a Senior E-commerce Strategy & Data Consultant with a track record of turning data, analytics, and market insight into growth for luxury and consumer brands. I specialize in shaping consumer-centric strategies, elevating digital performance, and driving revenue across direct-to-consumer and wholesale channels. I thrive in cross-functional environments, partnering closely with executives to translate complex data into clear, actionable strategies. In roles at Mulberry, Wolverine Worldwide, Birkenstock, Nike, and Amazon, I have led data-driven transformations—building first-of-its-kind consumer strategies, launching marketing analytics platforms, and delivering rapid, measurable outcomes in acquisition, retention, and lifetime value. My approach combines rigorous analytics with practical business judgment to deliver impact at pace.

Lorenzo Rabbia

Data Scientist, Marketing Strategist, Marketing Analyst, +2

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I'm Lorenzo Rabbia, a Senior E-commerce Strategy & Data Consultant with a track record of turning data, analytics, and market insight into growth for luxury and consumer brands. I specialize in shaping consumer-centric strategies, elevating digital performance, and driving revenue across direct-to-consumer and wholesale channels. I thrive in cross-functional environments, partnering closely with executives to translate complex data into clear, actionable strategies. In roles at Mulberry, Wolverine Worldwide, Birkenstock, Nike, and Amazon, I have led data-driven transformations—building first-of-its-kind consumer strategies, launching marketing analytics platforms, and delivering rapid, measurable outcomes in acquisition, retention, and lifetime value. My approach combines rigorous analytics with practical business judgment to deliver impact at pace.…I'm Lorenzo Rabbia, a Senior E-commerce Strategy & Data Consultant with a track record of turning data, analytics, and market insight into growth for luxury and consumer brands. I specialize in shaping consumer-centric strategies, elevating digital performance, and driving revenue across direct-to-consumer and wholesale channels. I thrive in cross-functional environments, partnering closely with executives to translate complex data into clear, actionable strategies. In roles at Mulberry, Wolverine Worldwide, Birkenstock, Nike, and Amazon, I have led data-driven transformations—building first-of-its-kind consumer strategies, launching marketing analytics platforms, and delivering rapid, measurable outcomes in acquisition, retention, and lifetime value. My approach combines rigorous analytics with practical business judgment to deliver impact at pace.

Available to hire

I’m Lorenzo Rabbia, a Senior E-commerce Strategy & Data Consultant with a track record of turning data, analytics, and market insight into growth for luxury and consumer brands. I specialize in shaping consumer-centric strategies, elevating digital performance, and driving revenue across direct-to-consumer and wholesale channels. I thrive in cross-functional environments, partnering closely with executives to translate complex data into clear, actionable strategies.

In roles at Mulberry, Wolverine Worldwide, Birkenstock, Nike, and Amazon, I have led data-driven transformations—building first-of-its-kind consumer strategies, launching marketing analytics platforms, and delivering rapid, measurable outcomes in acquisition, retention, and lifetime value. My approach combines rigorous analytics with practical business judgment to deliver impact at pace.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Language

Italian

Fluent

English

Fluent

Dutch

Beginner

Work Experience

Head of E-commerce & DTC Analytics at Birkenstock

January 1, 2025 - January 1, 2025

Built the Analytics department from scratch; within ~1.5 years, transformed the Digital team into the most data-driven in the company by unlocking new consumer, marketing, and web data; launched the first Marketing Mix Modelling (MMM) for the Brand; created first consumer segmentation and LTV models; delivered ~2% sales forecast and aligned cross-functional teams.

Head of Consumer Strategy at Birkenstock

January 1, 2025 - January 1, 2025

Created and executed the brand’s first DTC consumer-centric strategy; in the first year, increased the consumer base by +25%, achieved the highest acquisition week in history (record), increased SOB from loyal customers by +33%, launched 7 new consumer benefits, implemented 8 online touchpoints, and organized 4 exclusive events for top customers.

Strategy & Analytics Consultant at Wolverine Worldwide

January 1, 2025 - November 6, 2025

Elevated strategy and analytics for Sweaty Betty and Merrell portfolios; delivered a 5-year state-of-play and 3-year strategy in two weeks, presented to the CEO and Board; helped implement a Digital Performance Management Framework described as a significant change-management initiative.

Senior E-commerce Strategy & Data Consultant at Mulberry

January 1, 2025 - November 6, 2025

Led the development of the first company-wide consumer strategy in a two-month assignment, leveraging data, analytics, marketplace research, and fashion-industry knowledge; collaborated directly with the Chief Consumer & Digital Officer.

Recruiting Team Member at Nike

December 31, 2023 - December 31, 2023

Active member of Nike Recruiting, interviewed 50+ candidates for 10+ roles across functions.

Founder at Nike

January 1, 2023 - November 6, 2025

Founded the EMEA Sustainability Analytics Squad to build ESG analytics capabilities and reporting.

Manager / Senior Manager of Digital Strategy Analytics at Nike Netherlands

January 1, 2023 - January 1, 2023

Managed a team of 4 direct reports; co-created Digital Platforms Strategies and built the first ecosystem-based measurement approach; led initiatives including expanding the Nike App to 13 new countries, enabling commerce on Sport Apps, and launching the first Member Exclusive Shop and Products; won the EMEA-wide MVP award for three consecutive quarters.

Senior Manager of Marketing Measurement at Nike Netherlands

January 1, 2023 - January 1, 2023

Led a cross-functional taskforce (2 VPs, 2 Brand VPs, and 5–7 Directors/Senior Directors) to define Nike Brand & Marketing OKR strategy and built a framework to measure accountability and success.

Intern / Analyst / SR Analyst, Digital Commerce Analytics at Nike Netherlands

December 31, 2020 - December 31, 2020

Digital commerce analytics role contributing to data‑driven decision making in ecommerce and app ecosystems.

Manager / Senior Manager of Digital Strategy Analytics at Nike Netherlands

December 31, 2020 - December 31, 2020

Led a team of 4 with dotted‑line alignment to senior platform and app leads. Won the EMEA‑wide MVP award three consecutive quarters for expanding the Nike App to 13 countries, enabling commerce on Sport Apps, and launching the first Member Exclusive Shop.

Online Merchandising at Amazon

December 31, 2017 - December 31, 2017

Collaborated with internal Vendor Managers and Brands on key electronics category moments; led the Carta del docente initiative, a government program valued at €250M+.