Canadian Retailer - The Marketing Issue - 8

UNDER THE BANNER

DIGITAL ROOTS
Leading one of Canada's most
iconic brands through passion
and innovation.
BY SEAN C. TARRY

AS the Vice President, E-Commerce and Marke-

ting at Roots Canada, James Connell is responsible for leading the company's marketing efforts
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.
Connell joined Roots almost 20 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. In 1999, he was the first employee in
the e-commerce division at Roots and has been
dedicated to being an innovator in digital retail
and marketing.
Connell's role in marketing at Roots and his
passion for integrating digital technologies into
marketing programs and physical stores has led
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. Connell has also spoken to audiences
and industry journals worldwide on the topics of
marketing, social media and online retail and coauthored a book published by Aspatore Books.
He is passionate about leveraging technology to
connect with consumers to provide convenience,
meaningful connections and adapting to innovation all while having his iPhone at his side.
8|

CANADIAN RETAILER

| THE MARKETING ISSUE

GET TO KNOW JAMES CONNELL
Candid questions from Canadian Retailer elicit candid
responses from Roots' Vice President, E-Commerce
and Marketing.
What makes a great leader?
Someone who inspires the people around them to reach
for the stars, innovate and be passionate about how they
approach the world around them as part of a team.
What's your favourite getaway locale?
Anywhere with a beach and a place to go for a great run in
the sun with my husband at my side.
What's more important-education or experience?
Experience. I am a big believer in researching as much as
you can while diving in, and learning from a few mistakes
along the way.
What's your favourite mobile device?
My iPhone is loaded up with thousands of images from some
of the most inspiring store visits around the world, endless
screenshots from aps and websites, all while keeping me
connected with my favourite Spotify EDM playlists.
Do you shop in-store or online?
I love the entertainment, excitement and convenience of
online. But I also love interacting with dynamic people and
innovative experiences.
Which do you prefer-fiction or non-fiction?
I love historically inspired fiction balanced with a heavy dose
of GQ, Fast Company and Harvard Business Review.
How would you describe your management style-
hands-on or hands-off?
I'm the quiet observer trying to guide rather than direct
but will step in at a moment's notice if needed.
What's the next big game-changer in retail?
A greater emphasis on service, convenience and experience
since personalization, checkout, payment and identification
will be easily done through mobile.

Table of Contents for the Digital Edition of Canadian Retailer - The Marketing Issue