West Marine Inc. appointed Stacey Renfro as chief commercial officer. She joins the company’s senior leadership team and reports to Eric Kufel, CEO.
“We are extremely pleased to welcome Stacey Renfro to the West Marine team,” said Kufel. “Through her complex growth initiatives and game-changing strategies, she has built lifestyle brands and transformed omni-channel retailers to accelerate digital strategies. Stacy’s passion for boating and the category along with her skillset and proven track record of success, will be an immediate asset to West Marine as we look to enhance our merchandising, productivity and customer experience.”
Renfro is a seasoned executive with more than 25 years of progressive experience in e-commerce, marketing, planning, merchandising and customer experience. Most recently she held the position of CEO at mDesign where she led this digitally native brand through times of hyper-growth as they expanded into new categories, new selling channels, built an enthusiast brand and developed brand partnerships.
Prior to joining mDesign in 2020, Renfro was the Chief Digital and Customer Experience Officer for The Vitamin Shoppe where she led all digital channels, marketing, creative, customer care, and customer experience for the $1B retailer. She drove year-over-year revenue growth for the company by developing a brand architecture that created seamless customer experiences across selling channels, driving improvements in performance marketing, deploying new channel go to market strategies, and rolling out an enhanced customer loyalty program. Before joining The Vitamin Shoppe, Renfro held several executive leadership positions at Pier 1 Imports where she led the transformation of the legacy brick and mortar retailer into a modern omni-channel organization. She also previously spent nine years in senior merchandising, allocation, planning, and eCommerce positions at JC Penney where she worked cross-functionally with executive leadership as well as merchandising, IT, call centers, supply chain, creative, CRM, customer experience and marketing teams to drive business results.
