James Connell is responsible for creating and implementing e-commerce strategy and operations at 130-store, athletic apparel retailer Roots Canada. James has led many interactive efforts including web site design, marketing campaigns, functionality enhancements, analytics, and customer acquisition strategies while integrating new media into the in-store experience. James has worked on partnerships with companies such as SONY BMG Music, U.S. Olympic Association, NBC Universal, Canadian Broadcasting Corporation, Mazda Canada, Amazon.com, and Sears Canada.