REI Co-op names new chief marketing officer

U.S. specialty outdoor retailer REI Co-op has appointed Abigail Jacobs to the role of chief marketing officer.

In her role at REI, Jacobs will be responsible for the co-op’s entire marketing segment, including creative, customer and member planning, marketing operations, and brand strategy for the company.

The executive joins the Seattle-headquartered firm after several years leading marketing for major consumer retailers including Sephora, Williams-Sonoma, West Elm and the Pottery Barn brands. 

“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,” said Eric Artz, REI president and CEO.

“She has a wealth of experience and brings a true understanding of what it means to infuse a brand with purpose. Abigail believes in the co-op’s mission—that time outside is a fundamental human right—and understands how to bring that mission to life through marketing. I’m confident she’ll inspire our 24 million members as we continue to work together for the greater good and the great outdoors”  

Earlier this year, REI revealed plans to open ten new location across the U.S. in 2024. ​In spring, REI expanded its footprint to Beavercreek, Ohio, and Beaverton, Oregon, followed by store openings in Glendale, Arizona, Ithaca, New York, and Rancho Mirage, California over the summer, and new stores in Albany, New York, and Tulsa, Oklahoma, during the fall.

“As a kid, I used to wander around the Berkeley REI store with my dad and brother, dreaming up the adventures we could have,” said Jacobs.

“I’ve always admired REI’s brand, experience, expertise, and advocacy—as both a member and a marketer. 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.”