Michael Delikat

Judge
DISC Type : Dc

Sr. Director of Digital at West Marine

United States

Overview

Michael is a seasoned eCommerce and product data leader with over a decade of experience, primarily in the automotive aftermarket. He specializes in transforming complex product catalogs into seamless customer experiences, helping generate over $40M in new revenue. People who have worked with him describe him as an intelligent and strategic thinker with a go-getter attitude.

His passion for the automotive world extends beyond his professional life, with over 18 years of experience that includes hands-on work fixing cars in shops, managing service departments, and flipping vehicles on weekends. This deep-rooted interest fuels his expertise in the industry.

Unique fact: He has successfully bridged the gap between being a hands-on car enthusiast and a high-level digital commerce strategist.

Personality Overview

Demanding

Quality Focused

Features Driven

They respond better to strong and respectful interactions.  More than the product, they care about the impact of the product. They prefer to be the ones controlling the conversation or defining the terms.

Topics They Care About

Automotive eCommerce
He focuses on solving industry-specific challenges, such as inaccurate fitment data (ACES/PIES) and the difficulty of differentiating in a market where everyone sells the same catalog.
Product Data Quality
He believes high-quality, structured product data is the key to unlocking growth and frequently discusses how messy data is a silent revenue-killer for businesses.
Catalog Optimization
Passionate about identifying and fixing hidden catalog issues that negatively impact customer search, site navigation, and ultimately, sales conversions.

Media Appearances

Boating retailer West Marine deploys in-store digital signage kiosks. Featured in Digital Signage Today

See Now

Work History

3-2026
Sr. Director of Digital at West Marine
1-2025 - 8-2025
Product Data & Catalog Strategy Lead at AutoParts.com, Inc.
4-2023 - 7-2024
Product Development Manager at IRONMARKETS
11-2021 - 4-2023
Digital Marketplace Manager at SKF Group
8-2020 - 3-2026
Director of Ecommerce at ProSource Diesel

Education

2006 - 2010
Bachelor of Science (BS) from St. John's University

More Information

Social Presence :

Prographics :

Exp : 14 Location : United States Job Level : Senior Designation : Sr. Director of Digital at West Marine
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Insights For Selling To Michael

During A Call Or A Meeting

DO's

  • Use phrases like ‘it’s your decision’, ‘strategic impact’ etc.
  • Make sure that you circle back fast on any action items, it wins their trust
  • Objectively showcase the impact that your product creates

DONT's

  • Don’t be in a rush to invite them for a social meet and greet
  • Do not back off when challenged, respond with a confident, objective answer instead
  • Don’t focus on process and rules, give the impression of being a ‘gets it done’ person

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Michael is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Michael

  • If they decide not to use your product, they will say no clearly.

Insights For Deal Planning

    How fast (or slow) will Michael move?

  • They can reach decisions fairly quickly if they are convinced.
  • Can Michael take some risk or not?

  • They don’t mind risks but can be quite binary about them.

You And Michael

Personality Compatibility


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