Matt Brittin

Matt Brittin is hot property. He presides over the UK arm of the most influential digital company in the world - Google - and last year was voted Wired UK magazine’s ‘Most Influential Person in the Digital World’.

And as businesses, including store groups, are ever more keenly searching for answers about to how the internet can improve their performance, Brittin’s expertise is increasingly sought out.

So it was a coup for Sainsbury’s to announce last week that it had appointed Brittin as a non-executive director. Sainsbury’s is outperforming the rest of the big four grocers at the moment, and racked up the most successful Christmas, but its online operation is still in its infancy. And its non-food internet offer lags behind competitors Tesco and Asda.

Brittin, 42, could help give Sainsbury’s online operation the edge. His role at Google is to demonstrate to businesses how the internet can fuel growth, and he said recently that he believes retailers are among the best at using digital, pointing out that half the top 10 online retailers are traditional retailers.

Part of Brittin’s expertise comes from his varied background, says colleague Peter Fitzgerald, retail industry leader at Google. Prior to joining the search giant, Brittin spent several years in the media sector at Trinity Mirror, was a former consultant at McKinsey & Company, and - surprisingly for someone so associated with the world of clicks - started out with bricks and mortar in commercial property at agent Connell Wilson.

“He brings different perspectives,” says Fitzgerald. One source close to Sainsbury’s says while Brittin is clearly a “techie”, he also brings other skills to the board, including being “good on his feet”.

Fitzgerald says Brittin, an avid cyclist, is driven, goal-oriented and inspirational. A key attribute, Fitzgerald continues, is his inclusive, approachable manner.

“Every Monday he presents to the whole floor to keep everyone up to date with any developments and everyone who works for him feels like they can approach him about anything,”Fitzgerald says.

He says Brittin’s passion means Google is “constantly moving into new areas”. He is also said to be keen to try new things, which he believes retailers should also do.

Brittin, who is 6ft 3 and won a bronze medal at the 1998 World Rowing Championships, has said previously that mobile commerce will be a big shift over the next couple of years and believes digital technology provides a cheaper option for businesses to test a new strapline or price point online rather than launch a TV campaign or test a new store format in several locations.

Brittin, who also enjoys rock climbing with his two children, believes agility is a crucial business attribute and he has demonstrated that agility in his career.

Few people have made the jump from commercial property - an industry that has been slow to accept consumers will increasingly shop online - to one of the leading digital companies.

But his appointment at Sainsbury’s also brings him full circle. As a teenager, Brittin’s first ever job was in one of the grocer’s warehouses.