Chief Marketing Officer
Aaron comes to West Marine with more than 20 years of proven experience driving brand growth through digital marketing, eCommerce, and retail. As the son of lifelong boaters, Aaron spent many of his summer days on a boat in the Northern California Delta swimming, sailing, water-skiing, and fishing. Aaron shares the love of boating and the great outdoors with our customers and is looking forward to growing market share and brand awareness for West Marine.
Previously, Aaron served as vice president of global marketing for seven years with The North Face. As a key leader on the executive team he helped more than double 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. Aaron also led the design and implementation of the brand’s first CRM/Loyalty system, driving $80M in incremental annual omni-channel sales.
Aaron most recently co-founded TideSmart West, a San Francisco-based digital and experiential marketing agency that supports lifestyle brands like Starbucks, The North Face, Clif Bar & Company, and HubNami, a San Francisco-based startup focused on social media management in the U.S. and Japan. From 1998-2008 he served as vice president of marketing, eCommerce, and licensing with Levi Strauss & Co.
In addition to his love for outdoor sports, Aaron is a Mexican food aficionado. We have a feeling he’ll be happy with his choice to relocate to Santa Cruz as the top-notch taco selections in the area are endless! Pass the chips and salsa!
Aaron holds a B.A. in Russian and international relations, and holds an MBA in international marketing from the University of California, Davis.