As the Vice President, E-Commerce and Marketing, James is responsible for leading the marketing efforts at Roots with a focus on partnerships, loyalty, non-traditional and digital marketing. Additionally he is responsible for the company’s digital and integrated omni-channel commerce programs. He joined Roots 10+ years ago and has functioned in a number of roles within the organization primarily focused in the areas of digital commerce, marketing and direct to consumer sales.
 
His role in marketing at Roots and his passion for integrating digital technologies into marketing programs and physical stores have lead to Roots winning numerous awards and accolades including being nominated as a finalist for a Webby award in a category with brands like Google and Adobe. James has also spoken to audiences and industry journals worldwide on the topics of marketing, social media and online retail and co-authored a book published by Aspatore Books.