REI Executive and Leadership Team

Larbi Baljani, the Chairman and CEO at REI, directs the overarching strategic vision and operational execution for the entire organization. Baljani guides the company's long-term growth initiatives, ensuring alignment with REI's cooperative model and commitment to outdoor recreation. This leadership role involves setting the corporate agenda, fostering a culture of innovation, and driving financial performance across all business segments. Baljani oversees the executive team, providing direction on market expansion, product development, and customer engagement strategies. The Chairman and CEO's focus remains on strengthening REI's position as a leading outdoor retailer and service provider, enhancing member value, and promoting sustainable business practices. Larbi Baljani's executive oversight ensures the company navigates market dynamics effectively while upholding its core values.

Mary Laughton, the President & Chief Executive Officer at REI, spearheads the company's strategic direction and daily operations, focusing on enhancing member value and driving business growth. Laughton directs initiatives aimed at expanding REI's reach in outdoor recreation services and retail, ensuring a seamless customer experience across all channels. This executive position involves close collaboration with department leaders to optimize product offerings, operational efficiency, and marketing efforts. Mary Laughton's leadership emphasizes innovation in retail technology and sustainability practices, aligning with the company's mission to connect people with the outdoors. The President & Chief Executive Officer's responsibilities include fostering a strong company culture and ensuring financial health. Mary Laughton guides the organization toward achieving its long-term objectives in the competitive outdoor industry.

Larbi Elbaljani, the Chairman and CEO at REI, directs the overarching strategic vision and operational execution for the entire organization. Elbaljani guides the company's long-term growth initiatives, ensuring alignment with REI's cooperative model and commitment to outdoor recreation. This leadership role involves setting the corporate agenda, fostering a culture of innovation, and driving financial performance across all business segments. Elbaljani oversees the executive team, providing direction on market expansion, product development, and customer engagement strategies. The Chairman and CEO's focus remains on strengthening REI's position as a leading outdoor retailer and service provider, enhancing member value, and promoting sustainable business practices. Larbi Elbaljani's executive oversight ensures the company navigates market dynamics effectively while upholding its core values.

Mary Beth Laughton, the President & Chief Executive Officer at REI, spearheads the company's strategic direction and daily operations, focusing on enhancing member value and driving business growth. Laughton directs initiatives aimed at expanding REI's reach in outdoor recreation services and retail, ensuring a seamless customer experience across all channels. This executive position involves close collaboration with department leaders to optimize product offerings, operational efficiency, and marketing efforts. Mary Beth Laughton's leadership emphasizes innovation in retail technology and sustainability practices, aligning with the company's mission to connect people with the outdoors. The President & Chief Executive Officer's responsibilities include fostering a strong company culture and ensuring financial health. Mary Beth Laughton guides the organization toward achieving its long-term objectives in the competitive outdoor industry.

Rebecca Intfen, the Chief Financial Officer, Consulting SOX, AP, Close & Accounting Operations Process Improvement at REI, directs the company's financial planning, reporting, and accounting operations. Intfen oversees all financial activities, including budgeting, forecasting, and fiscal management, ensuring compliance with regulatory standards such as SOX. This critical role involves optimizing accounting processes, enhancing internal controls, and driving improvements in financial operations to support strategic decision-making. Rebecca Intfen collaborates with executive leadership to manage financial risks and identify opportunities for fiscal growth. The Chief Financial Officer's responsibilities extend to managing accounts payable and the month-end close process, ensuring accuracy and timeliness. Rebecca Intfen's financial acumen provides essential oversight for REI's economic health and operational integrity.

Bridgee Shaw, the Chief Operating Officer at REI, manages the day-to-day operational functions and supply chain logistics to ensure efficient business processes. Shaw oversees retail store operations, distribution centers, and inventory management, focusing on optimizing performance and customer satisfaction. This executive role involves implementing operational strategies that enhance efficiency, reduce costs, and improve the overall flow of goods and services. Bridgee Shaw collaborates with cross-functional teams to streamline workflows and ensure seamless execution of business plans. The Chief Operating Officer's responsibilities include driving operational excellence and supporting the company's growth objectives through effective resource allocation. Bridgee Shaw's leadership ensures that REI's operational infrastructure effectively supports its retail and service offerings across all markets.

Sheila Sanzone, the President at REI, drives strategic initiatives and operational oversight across key business segments, focusing on enhancing member value and market presence. Sanzone collaborates closely with the executive team to refine business strategies, optimize retail performance, and expand service offerings. This leadership role involves guiding cross-functional teams to achieve organizational goals and uphold REI's commitment to outdoor recreation and sustainability. Sheila Sanzone's focus includes fostering innovation in product development and customer engagement. The President's responsibilities encompass ensuring operational efficiency and driving profitable growth across the company's diverse portfolio. Sheila Sanzone's leadership contributes significantly to REI's continued success and its mission to inspire outdoor activity.

Vivienne Long, the Chief Marketing Officer at REI, architects and executes comprehensive marketing strategies to enhance brand visibility and drive customer engagement. Long oversees all aspects of brand communication, digital marketing, advertising, and promotional campaigns, ensuring consistent messaging across all platforms. This role focuses on understanding consumer behavior and market trends to develop targeted outreach programs that resonate with outdoor enthusiasts. Vivienne Long's leadership ensures that marketing efforts directly support sales objectives and reinforce REI's commitment to outdoor lifestyles and conservation. The Chief Marketing Officer collaborates with product and retail teams to align marketing initiatives with product launches and seasonal promotions. Vivienne Long drives initiatives that build brand loyalty and expand REI's market presence through compelling storytelling and community engagement.

Sergey Danilovich, the Chief Technology Officer at REI, directs the company's technology strategy, infrastructure, and digital transformation efforts. Danilovich oversees the development and implementation of innovative technological solutions that support retail operations, e-commerce platforms, and internal systems. This leadership position is critical for enhancing customer experience through robust digital tools and data analytics. Sergey Danilovich ensures that technology investments align with business objectives, driving efficiency and scalability across the organization. The Chief Technology Officer manages the IT department, focusing on cybersecurity, system reliability, and the adoption of emerging technologies. Sergey Danilovich's vision propels REI's technological advancement, enabling seamless integration of online and in-store experiences and supporting the company's mission to connect people with the outdoors.

Apple Musni, the Chief People Officer at REI, leads human resources strategy, talent management, and organizational development to foster a positive and productive work environment. Musni oversees all aspects of employee relations, compensation, benefits, and diversity and inclusion initiatives, ensuring alignment with REI's cooperative values. This executive position focuses on attracting, retaining, and developing talent to support the company's mission and growth. Apple Musni drives initiatives that enhance employee engagement, promote professional growth, and cultivate a strong company culture. The Chief People Officer collaborates with leadership to implement HR policies that support business objectives and employee well-being. Apple Musni's strategic approach to people operations strengthens REI's workforce and its commitment to its members and the outdoors.