REI Co-op has a new chief marketing officer, and she comes from beauty retailer Sephora.
Abigail Jacobs has also worked for Williams Sonoma, West Elm, and the Pottery Barn.
In her new role at REI, Jacobs will oversee REI’s creative, customer and member planning, marketing operations, and brand strategy. Vivienne Long, who departed in December according to The Wall Street Journal, previously held the position.
“As I got to know Abigail, I was struck by her ability to successfully marry customer-centricity and commercial performance with mission in a specialty retail environment,” Eric Artz, REI president and CEO, said in a statement. “She has a wealth of experience and brings a true understanding of what it means to infuse a brand with purpose.”
REI has had several changes in its leadership team of late.
Chris Speyer, former senior vice president and chief merchandising officer at REI, departed in July this year for a new role at Mountain Equipment Company as chief merchandising officer.
In August, REI promoted Cameron Janes to chief operating officer. Janes joined REI in January 2022 as senior vice president and chief commercial officer. He previously held various roles at Amazon and Walmart.
EVP and Chief Customer Officer Ben Steele departed in September after nine years with the company, which shocked many because of his elevated role at REI.
New CMO Jacobs said she used to shop at the Berkeley, California REI as a child with her father and brother.
“I’ve always admired REI’s brand, experience, expertise, and advocacy—as both a member and a marketer,” Jacobs said in a statement. “I’ve spent my career in retail focused on delivering both business and societal impact and there is nowhere I would rather continue that work than at the co-op.”
According to Jacob’s LinkedIn profile, she left Sephora in March of this year, where her most recent job was senior vice president, integrated marketing and brand.
The co-op reported $3.76 billion in revenue in 2023, a 2.4% decrease from 2022, and a net loss of $311 million.
This year, it has held several major sales events as it strives to clear excess inventory after the outdoor industry’s post-COVID slump.
