West Marine hires new chief marketing officer

West Marine announced the hiring of Aaron Carpenter as chief marketing officer. Carpenter will join West Marine this month with more than 20 years in the retail industry.

Previously, Carpenter served as vice president of global marketing for seven years with The North Face as a key leader on the executive team that more than doubled the brand's revenue from $1 billion to $2.3 billion in six years. He led the launch of thenorthface.com and grew it to over $200M in online sales. Carpenter also led the design and implementation of the brand’s first CRM/Loyalty system, driving $80M in incremental annual omni-channel sales.

“We are excited to welcome Aaron to the West Marine team,” said Ken Seipel, CEO of West Marine.  “Aaron understands the boating enthusiast lifestyle and will help us develop and execute marketing strategies to ensure the West Marine brand is strong and that our mission to outfit, educate and inspire boaters comes to life for our customers.”

Carpenter most recently co-founded TideSmart West, a San Francisco-based digital and experiential marketing agency that supports lifestyle brands like Starbucks, The North Face and Clif Bar & Company, and HubNami, a San Francisco-based startup focused on social media management in the U.S. and Japan. From 1998 to 2008 he served as vice president of marketing, ecommerce and licensing with Levi Strauss & Co. Carpenter holds a B.A. in Russian and international relations, and an MBA in international marketing from the University of California, Davis.

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