Roots shakes up management team with newly created role

By

Jennifer Braun

Published
Nov 7, 2018

Roots is shaking up its management team. 

 
The Canadian company has promoted James Connell, currently vice president, e-commerce and marketing, to the newly created role of chief e-commerce and customer experience officer. 
 
Under this newly created role, Connell will be responsible for amplifying customer experience at Roots, both in-store and across digital, while continuing to lead the company's global e-commerce business. 

In turn, taking over the company's marketing and brand storytelling, globally, Karen Zuccala has been appointed as vice president, marketing. 
 
Zuccala joins Roots from Nike, where she was the brand marketing director,  brand experiences, managing a U.S. and Canadian portfolio. Prior to that, she held various domestic and international marketing roles at the Adidas group, and also led the global go-to-market strategy for Diesel at the company headquarters in Italy. 
 
“James is a longstanding brand steward for Roots with a deep appreciation of our customers. We are confident that through his proven creative vision we will deliver richer experiences and greater customer engagement in our stores and online. Further, we are excited to welcome Karen to the team, and look forward to benefitting from her extensive experience in building brands at a national and global scale," said Jim Gabel, president and chief executive officer of Roots, in a news statement. 
 
The company also announced that Priscilla Shum, chief merchandising officer, will be leaving.
 
She will remain in her role through to February 4, 2019. The company has commenced a formal search for a new chief merchandising officer.
 
The changes come as the company is focused on opening new locations in the U.S. It plans to open 10 to 14 new American locations during the year.