Aaron Carpenter brings more than 20 years of retail industry experience to the role

Aaron Carpenter joins US retail giant West Marine as its new chief marketing officer

Aaron Carpenter joins US retail giant West Marine as its new chief marketing officer

US retail chain West Marine has named Aaron Carpenter as its new chief marketing officer.

Carpenter brings more than 20 years of retail industry experience to the new role, including seven years as vice president of global marketing with adventure apparel brand The North Face, where he served as a key leader on the executive team that more than doubled the brand’s revenue from US$1bn to $2.3bn in six years.

Carpenter led the launch of thenorthface.com and grew it to over $200m in online sales. He also led the design and implementation of the brand’s first CRM/Loyalty system, driving $80m in incremental annual omni-channel sales. Prior to that he served as vice president of marketing, ecommerce and licensing with Levi Strauss & Co.

“We are excited to welcome Aaron to the West Marine team,” says CEO Ken Seipel. “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 is a co-founder of TideSmart West, a San Francisco-based digital and experiential marketing agency that supports lifestyle brands including Starbucks, The North Face and Clif Bar.

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