The Italian company United Brands Company (UBC) has hired Pierpaolo Guerra to manage its digital and e-commerce activities as part of its efforts to develop its omnichannel strategy.

Guerra comes from Lotto Sport Italia where he was in charge of digital and omnichannel activites. Previously, he was a digital marketing consultant at Workup.

UBC recently signed a license agreement with Head to produce sneaker collections for men, women and children under its name. The first collection is scheduled for the spring/summer 2022 season. Under the multi-year agreement, UBC will also be in charge of distributing the shoes, which will be initially sold in fashion stores and then in sports shops. The Head collection will also be available through a directly-operated e-store.

Last year, UBC created a digital showroom and has launched its own e-commerce platform that manages digital stores for most of its brands. UBC’s porfolio includes Sergio TacchiniBenettonGas JeansCarrera Footwear and Roberto Cavalli Sport.