Big-name online retailer has now confirmed rumours that former Apple Euro boss Diego Piacentini is its senior vice president and general manager international.

Piacentini joins after a successful 13-year career with Apple, where he held several positions both in finance and sales.
When he quit, he was vice president and general manager of Apple Computer Europe. In less than three years after becoming general manager, Piacentini established Apple as the fastest-growing PC company in Europe during the last quarter of 1999.

He's a leader "We are extremely excited to have Diego join our team," said Joe Galli, president and chief operating officer. "Diego has proven leadership skills and a great track record in building solid and efficient organizations. His expertise in serving European markets and customers in a way that reflects local cultures, laws, and customs will be invaluable in bringing a great customer experience to shoppers globally."

"As strives to become the Earth's most customer-centric company, we are setting standards for customer experience that are shaping e-commerce and revolutionizing how people shop," said Piacentini. "To be part of the team that brings the experience to shoppers globally is a tremendous opportunity."

As senior vice president and general manager international for, a new position, Piacentini will oversee the company's existing international businesses in the UK and Germany, as well as future global expansions. He will report to Galli.

Prior to Apple Computer, Piacentini worked for the Fiat Group in Milan, Italy. He holds a graduate degree in economics from Milan's Bocconi University.