Lance Wills

Chief Digital Officer

Lance Wills

Lance is an accomplished technology leader with a focus on driving digital transformation through innovation and a deep understanding of the customer.

In addition to the more traditional aspects of corporate technology, Lance has deep experience in e–commerce, consumer digital enablement, and digital publishing, including over two decades in product management, large scale project delivery, and data–driven decision making.

Previously Lance served as CIO/CTO for Toys”R”Us, re–platforming a $1.2B e–commerce business before moving on to consult at Pier1. Prior to this Lance served as Global Vice President of Digital Technology for American Eagle Outfitters heading up a technology and user experience transformation and launched several omnichannel capabilities to drive growth. Lance started the retail side of his career with in 2007 as Vice President of Digital Technology where he deployed the first–ever Ship from Store capability and supporting revenue growth from $600M to over $3B in online sales in 2013.

Lance spent much of his prior career in technology consulting and digital publishing in New Zealand, UK, and in the US. He joined West Marine in May 2020.

Lance is a proud dad and for 8 years now he has served as a board member for Adopt International, an independent adoption agency building families.

Lance holds a bachelor’s degree in Computer Science.