As VP of digital transformation and acquisition at Lands' End, Sam Norpel plays a critical role in developing the brand's digital presence and driving purchasing behavior through the use of digital techniques, including emerging platforms and technologies.

Norpel joins Lands' End as an accomplished manager, with over 15 years of interactive strategy, ecommerce, design and development, digital marketing, and analytics experience in the retail, financial services, environmental, and higher education industries. She brings a unique blend of strategic ingenuity and hands-on technical skills used to develop online marketing strategy, manage a team of internet marketing specialists, and direct multi-channel projects from conception to completion.


Before joining Lands' End, Norpel served as the VP and director of marketing for True Action, an eBay Inc. company. Throughout her career, she has worked with a number of reputable brands, including Calvin Klein Inc, Donald J Pliner, Charlotte Russe, kate spade, Kate Spade Saturday, JACK SPADE, Lucky Brand Jeans, Levi Strauss & Co., Monet, kensie, Speedo, Radio Shack, Palm, Advanta, and Chase.


Norpel is a graduate of the University of Delaware, where she received her B.A. in 1996 and M.A. in 1999. She also took MBA coursework at Drexel University, College of Business Administration. Norpel resides in Madison, Wisconsin with her family.


Summits Attended

iMedia Commerce Summit

The Future of Shopping

iMedia Brand Summit

Marketing to the New Consumer