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 15+ 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. James has also spoken to audiences, press and industry journals on three continents on the topics of marketing, social media and online retail and co-authored a book published by Aspatore Books and is an active member of the Retail Council of Canada, Adweek Brand Digital Commerce Advisory Board and the eTail Canada Advisory Board.

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 one of five finalists for a Webby award in a category with brands like the Metropolitan Museum of Art, Google and Adobe. James has also spoken to audiences, press and industry journals on three continents on the topics of marketing, social media and online retail and co-authored a book published by Aspatore Books.