Chief Financial Officer, Executive Vice President – Finance and Assistant Secretary
<P>Jeff Lasher joined West Marine in 2015 as Chief Financial Officer, Executive Vice President-Finance and Assistant Secretary. Mr. Lasher oversees all of West Marine’s financial activities, including all accounting functions, preparation of financial statements, monitoring of expenditures and liquidity, managing investment, taxation issues, strategic planning, business development and capital structure of the business. Prior to joining West Marine, Mr. Lasher served as Senior Vice President and Chief Financial Officer for Crocs, Inc., a multi-national designer, marketer, retailer and manufacturer of casual footwear.</P>
<P>Mr. Lasher is an active outdoorsman. He is a triathlete and enjoys the fresh air of the Santa Cruz area. He has an active water life along the California coast and at his family’s Colorado lake house where they enjoy their pleasure boat and a variety of standup paddleboards and kayaks.</P>
Executive Vice President – Stores & Wholesale
Barry Kelley is a 30-year veteran of the marine industry, having spent the last 24 years leading West Marine stores, wholesale and direct sales teams. He joined West Marine in 1989 in Southern California as a Store Associate, and was soon called upon to support the company’s expansion on the East Coast. Barry and his wife moved to South Florida, where he took on the role as the first District Manager of the Southeast Region. He was soon promoted to Southeast Regional Vice President and under his management the region grew quickly from the original 5 stores to well over 100. By 2005, the Southeast Region had grown to the largest volume sales region with over 140 stores in 10 states. In addition, the Southeast region had the highest wholesale growth for 7 years running. Managing this incredible wholesale growth made Barry the ideal candidate for the position of Vice President of Port Supply, West Marine’s wholesale division. In 2012, Barry was promoted to Senior Vice President, leading both the Port Supply Team as well as the Shared Services organization. In December of 2013, Barry was promoted to Executive Vice President of Stores and Wholesale. A lifelong boater, Barry equally enjoys a good day sailing or one spent offshore fishing. He currently enjoys life on the central coast with his wife Penny and three children.
Executive Vice President – Merchandising, Replenishment and Logistics
Chief Information Officer, Senior Vice President - Information Technology
Virginia Wright joined West Marine as our Chief Information Officer, Senior Vice President in 2014. She brings more than 20 years of technology experience, with 14 years in the retail industry.
Virginia joined West Marine from Ascena Retail Group where she served as the Vice President, Divisional CIO for their flagship brand, Justice & Brothers, a specialty retail brand focused on the Tween market, girls and boys between the ages of 9-13 years old. While at Justice, she created a three year technology refresh roadmap, opened international franchises in Mexico and Japan, updated the hardware in the stores, implemented video devices in all stores and participated in the design, development and implementation activities of Tradestone and OrPOS.
Her experience includes Kohl's Department Stores where as Vice president, Customer Facing Systems she was responsible for the systems that enabled the five customer facing channels: POS, eComm, In-Store Kiosk, Mobile and Social. She brings deep store knowledge and digital commerce experience in addition to omni-channel and multi-channel planning. She offers a broad perspective, an analytical mind and an absolute passion for the customer experience.
Additional experience includes: Gap Inc., Levi Strauss & Co., Charles Schwab, Kaiser Permanente and GTE North.
Virginia has a Master of Science from Ball State University and a Bachelor of Arts from the University of North Carolina at Charlotte.
Coming back to California, she is looking forward to updating her sailing skills and being on the water year round.
Senior Vice President – General Counsel & SecretaryPam Fields joined West Marine in 1997 as its first General Counsel. She is responsible for managing West Marine’s worldwide legal affairs in addition to serving as Secretary to its Board of Directors. A seasoned professional with 30 years of experience, Pam’s legal career started in the practice of real estate syndications, tax and corporate law with the law firm of Certilman, Haft, Lebow, Balin, Buckley & Kremer located in Manhattan. After relocating with her family to Los Angeles, California, her focus turned to Entertainment Law, representing several independent motion picture production and distribution companies. Then, in 1997, she joined West Marine and established its first in-house legal department, where she has led the company’s legal affairs relating to mergers and acquisitions, intellectual property, corporate governance, regulatory compliance, litigation, finance, securities, commercial transactions, and other legal matters.
Pam earned a Bachelor's degree, graduating Magna Cum Laude, from the State University of New York at New Paltz, and then her Juris Doctorate, graduating with honors, from Fordham University School of Law in Manhattan. She is licensed in California and New York and is an active member of the National Retail Federation’s General Counsel’s Forum, the American Bar Association and the Association of Corporate Counsel. Growing up on the shores of Long Island, N.Y., Pam has enjoyed recreational boating and fishing since she was a kid and loves to go boating as often as possible on the “other” coast with her husband and two children.
Senior Vice President – Marketing
Deb Radcliff joined West Marine in April 2013 as Senior Vice President of Marketing. In this role, Deb is responsible for leading West Marine’s strategic marketing direction, accountable for strengthening and evolving all aspects of the West Marine brand and marketing programs.
Prior to joining West Marine, Deb was Sr. Director of Marketing for The Home Depot and Vice President of Marketing for Sports Authority. In both organizations, she oversaw and directed all aspects of the marketing programs, leading the development of integrated marketing plans, leveraging new insights, best practices, innovative executions and media integrations to create growth, improve financial performance and gain competitive advantage.
Deb is an avid sailor who enjoys all sports on the water. She raced competitively while living in Southern California and bare-boated a 58’ catamaran in the British Virgin Islands. Deb and her husband moved back to California and are excited to participate in the sailing scene in Santa Cruz.
Vice President - eCommerce
Bob Buckborough has been with West Marine since 1998 and currently supports the Direct to Customer Division. Responsibilities include management of eCommerce and Call Center commerce functionality. Previously, Mr. Buckborough’s was a Regional Vice President for the Northeast Region. He began with West Marine as a Store Sales Associate in the Great Lakes and has held multiple store positions including District Manager in the Northeast and Southeast and then Regional Vice President supporting the Western Region.
Bob grew up close to Narragansett Bay and has cruised in sailboats from Canada to Key West as well as Bermuda and the Bahamas. Currently he lives near the company’s offices in California and enjoys Pacific Coast sailing again.
Vice President – Logistics
Pat joined the West Marine team in 1996 as the Director of Domestic Transportation and was named Assistant Vice President of Transportation Services in 2004 after assuming additional responsibilities for the company’s international transportation program. Pat has been accountable for developing a best-in-class transportation network for West Marine with year-over-year improvements in service and financial results. He has transformed how West Marine interacts with its carriers and vendors through state-of-the-art transportation management technology.
Prior to joining West Marine, Pat was Manager of Corporate Transportation for Electrolux Major Appliances, North America Division. In his twelve years at Electrolux, Mr. Foley held many progressive positions on the company’s logistics team. Patrick had responsibility overseeing transportation for eleven manufacturing locations and eight regional distribution centers.
Pat was West Marine’s first-ever recipient of the prestigious Walter Scott Leadership Award which is awarded annually to the West Marine associate who best demonstrates superior leadership cross-functionally within the organization.
Mr. Foley was promoted to Vice President Logistics in 2008 and has full responsibility for West Marine’s Distribution Centers located in Hollister, CA and Rock Hill, SC, along with West Marine’s Global Transportation program.
Each summer, Pat and his wife enjoy water sports at their family’s cabin on Lake Millicoquin in Michigan’s Upper Peninsula. Pat graduated from The Ohio State University in 1986. He currently serves on West Marine’s Sustainability Advisory Board and on the Board of Trustees for The United Way of Santa Cruz County.
Vice President – Store DevelopmentDean Iwata joined West Marine in 2013 and was named Vice President – Store Development in 2014. Prior to working at West Marine, Dean held a range of positions at REI. During that time he helped grow REI.com, implemented a Workforce Management Strategy, and evolved the REI retail prototype store design. Dean’s most recent design development works include Five Gold LEED Certified stores, as well as the first retail store to be fully powered by solar energy. Other roles Dean has had include Business Development, Merchandising, Operations and Store Management.
Dean is a strategic leader with a record for devising and implementing innovative strategies to meet challenging goals; his leadership is focused on results through leveraging individuals’ strengths, building teams and helping people to grow, develop and create team successes.
Dean is an active outdoor and boating enthusiast and over the years has owned a range of watercraft from sailboards and kayaks, to dinghies, cruisers and sailboats. Growing up on the shores of San Francisco Bay, Dean has been a passionate sailor and racer for over 30 years. He and his wife currently enjoy salmon fishing, racing and cruising in Puget Sound and up into the Inside Passage.
Vice President – Human Resources
Deb Ajeska has been with West Marine since 1999. In April 2016, Deb was promoted to Vice President of Human Resources where she is responsible for West Marine’s people strategy. This includes recruiting, maintaining excellent Quality of Work Life, training and leadership development, succession planning, compensation, benefits, legal compliance, payroll and safety programs and tools.
Prior to joining the Human Resources team, Deb developed her strong leadership skills and business acumen by serving in various roles in our Finance division and most recently was our Divisional Vice President of Finance and Controller. Prior to joining West Marine, she held various positions at Household Credit Services.
Deb has a B.S. degree in Accounting from Christopher Newport University in Newport News, VA. She grew up in Virginia fishing on the James River, sailing on the Chesapeake Bay and discovering her love of waterlife activities on the many beaches and coastlines of the Hampton Roads and Tidewater areas. She and her husband enjoy getaways to the mountains of California where they kayak and spend time on and around the water with their two boys.