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Published
Jun 16, 2014
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Billabong gets new technology officer

Published
Jun 16, 2014

At the time of his appointment as CEO of Billabong last December, Neil Fiske announced a seven-point plan to straighten things out at the surf brand. The third point involved developing direct to consumer in the key 15-18 year-old demographic using social networks.

The company is implementing an omni-channel strategy. Image: Billabong.


The appointment of Lonji as chief technology officer of direct to consumer is clearly part of this strategy.

The new hire will report to Jeff Streader, recently appointed director of operations. Lonji will be tasked with the technical aspect of building Billabong’s new omni-channel platform, bringing fifteen years of experience with omni-channel platforms and e-commerce to the table.

Lonji previously worked at the eyewear company Luxottica, where he developed and deployed the Internet platforms for Oakley and Ray Ban.

From 2006 to 2011, he was director of e-commerce for J Crew, leading a team that developed the company’s e-commerce site, applications and systems interfaces. He has also worked for the department store Saks Fifth Avenue as well as the bookseller Barnes & Noble’s.

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