From stock boy to stock owner, James Connell has been a key figure in helping to create and grow Roots into an international retail brand. Recently Roots gave James his fourth promotion in his 20+ year career, he originally joined in 1997 as a Stock Person. James Connell has been promoted to Vice President of Ecommerce & Customer Experience.  In the role, he will be responsible for omnichannel and e-commerce programs, revenue growth, deployment, operations and strategies: omnichannel technology

Before the promotion, he was Vice President of E-commerce & Marketing where he was responsible for marketing programs and strategy: branding, customer acquisition, CRM, SEO, email, affiliate marketing, in-house creative agency services, corporate marketing partnerships, agency and public relations.
Other roles James has held include Senior Director of Ecommerce, Digital Marketing and New Media; Manager, New Media & Ecommerce.