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Billini is a leading women’s footwear and accessories brand, known for bringing runway-inspired trends to an accessible price point. Founded in 2009, it’s become a go-to for feminine, fashion-forward styles.
Intro
For Billini, one of Australia's leading footwear brands, the data was always there. The problem for Emily Troian, Senior Digital & eCommerce Manager, was the time it took to find it and the confidence it took to act on it.
Three recurring problems defined the old way of working
Before ProfitPeak, Emily and the Billini team were doing what most ecommerce marketers do: working hard across too many tabs, too many platforms, and too many data points that never quite told the same story. There were three recurring pain points that defined the old way of working.
Weekly and monthly top-line reporting: Getting a clear read on attribution and the customer journey meant bouncing between multiple data touchpoints, none of which aligned cleanly. Building a single coherent picture for weekly and monthly reporting was a manual, time-heavy process that happened after the fact, not in time to act on it.
Paid performance: Understanding where revenue was truly coming from required piecing together ad performance across platforms each with its own attribution logic, its own metrics, its own version of the truth. The result wasn't clarity. It was best-guess decision making dressed up as analysis.
Site trade: Merchandising decisions were being made without real-time visibility into product-level performance, or how customers were discovering products in the first place. Without that data, onsite trading was reactive at best.
It wasn't a skills problem. It was a data problem. And a speed problem. And in ecommerce, those are usually the same problem.
Speed to market. With confidence.
That's the phrase Emily returns to when she describes how Billini operates today with ProfitPeak. Not just faster more certain. The ability to read data quickly, act on it, and trust that the decision is grounded in something real. That confidence has compounded across the business: quick wins in onsite trading that would have previously required days of manual analysis now surface in minutes, and paid media decisions are no longer operating in isolation they're informed by product-level data that previously lived in a completely different part of the business.
When product met paid: If there's one thing that changed everything for Billini, it's seeing product performance and paid media in the same place, with the same clarity. For performance marketers, this is the unlock that rarely happens understanding exactly which products were working, where, and why, then connecting that directly to paid decisions.
Letting go of the manual: The biggest shift wasn't learning a new platform. It was unlearning an old habit, the pull toward heavily manual processes that felt like control but were really just familiarity. Moving to faster, data-led decision making required trust: in the data, in the tooling, and in the team's ability to operate with more autonomy.
"One of the biggest perception changes for me as a marketer has been realising that ROAS alone isn't the answer. Understanding product-level performance, customer behaviour, and how channels work together gives a much stronger foundation for making confident decisions across ecommerce and digital."
Emily Troian, Billini
ROAS isn't the answer
Ask Emily what she'd tell other digital and ecommerce managers considering a platform like ProfitPeak, and her answer is direct: lean into Sherpa and stay curious with it.
As for what's next, Emily is focused on connecting the dots even further betwen product, performance media, CRM, and onsite trading working together as one system, not in silos, not with a lag, not requiring someone to manually stitch it together on a Monday morning.
Industry
Fashion & Apparel
Company size
300+
From ad to product to profit
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