REI Executive and Leadership Team

Larbi Baljani, the Chairman and CEO at REI, directs the overarching strategic vision for this outdoor retail leader. Baljani architects long-term growth initiatives by aligning product development with the evolving needs of outdoor enthusiasts. By overseeing the expansion of retail footprints across North American markets, the Chairman and CEO ensures consistent brand presence and operational excellence. This leadership role involves constant collaboration with the board to maintain the cooperative business model while driving profitability. Larbi Baljani monitors market trends to refine the selection of camping gear and travel equipment, ensuring competitive positioning. Through rigorous oversight of corporate governance, the Chairman and CEO secures the financial health of the organization. Ultimately, Baljani drives the mission of connecting customers with nature through reliable, high-performance equipment and expert-led outdoor services.

Mary Laughton, the President & Chief Executive Officer at REI, manages the daily execution of corporate strategy and retail operations. Laughton drives the integration of digital and physical shopping experiences to meet the demands of modern outdoor consumers. Overseeing the company's diverse portfolio of sporting goods and clothing, the President & Chief Executive Officer ensures that inventory levels align with seasonal demand across all regional markets. This leadership role requires constant coordination with department heads to optimize supply chain efficiency and customer service standards. Mary Laughton evaluates performance metrics to identify opportunities for operational improvement and market penetration. By fostering a culture of innovation, the President & Chief Executive Officer strengthens the competitive advantage of the brand. Ultimately, Laughton secures the long-term viability of the cooperative through disciplined management and strategic focus.

Mary Beth Laughton, the President & Chief Executive Officer at REI, focuses on the strategic development of outdoor-oriented vacations and educational courses. Laughton architects programs that deepen customer engagement with the outdoors, moving beyond traditional retail into experiential services. By overseeing the expansion of these service offerings, the President & Chief Executive Officer creates new revenue streams that complement the core business of selling camping gear and travel equipment. This leadership role involves managing partnerships with outdoor guides and instructors to ensure high-quality delivery of all courses. Mary Beth Laughton analyzes participant feedback to refine service offerings and improve customer satisfaction across all regions. Through careful resource allocation, the President & Chief Executive Officer drives growth in the services division. Ultimately, Laughton strengthens the brand identity by providing unique, value-added experiences for the outdoor community.

Larbi Elbaljani, the Chairman and CEO at REI, leads the sustainability and environmental impact initiatives that define the corporate identity. Elbaljani architects policies that prioritize ethical sourcing and environmental responsibility within the supply chain for all sporting goods and clothing. By overseeing the company's commitment to carbon neutrality, the Chairman and CEO ensures that business operations align with the values of the outdoor community. This leadership role involves engaging with stakeholders to promote conservation efforts and sustainable manufacturing practices. Larbi Elbaljani monitors the effectiveness of these programs to ensure measurable progress toward environmental goals. Through strategic investment in eco-friendly materials and processes, the Chairman and CEO enhances the brand's reputation among environmentally conscious consumers. Ultimately, Elbaljani drives the organization toward a future where retail success and environmental protection exist in harmony.

Rebecca Intfen, the Chief Financial Officer, Consulting SOX, AP, Close & Accounting Operations Process Improvement at REI, directs the financial integrity and accounting operations of the corporation. Intfen architects streamlined processes for accounts payable and month-end closing to ensure accurate financial reporting. By overseeing SOX compliance and internal controls, the Chief Financial Officer, Consulting SOX, AP, Close & Accounting Operations Process Improvement maintains the highest standards of fiscal accountability. This leadership role involves identifying inefficiencies in accounting workflows and executing improvements to enhance financial transparency. Rebecca Intfen collaborates with other executives to provide financial insights that support strategic decision-making regarding inventory and capital investments. Through rigorous oversight of accounting operations, the Chief Financial Officer, Consulting SOX, AP, Close & Accounting Operations Process Improvement ensures the company remains financially sound. Ultimately, Intfen drives fiscal discipline and operational efficiency across the entire organization.

Marco Siqueira, the Sócio Diretor Financeiro - Chief Financial Officer at REI, directs the capital allocation and long-term financial planning for the company. Siqueira architects investment strategies that support the expansion of retail stores and the development of new outdoor services. By overseeing the budgeting process and financial forecasting, the Sócio Diretor Financeiro - Chief Financial Officer ensures that resources are directed toward high-growth opportunities. This leadership role involves managing relationships with financial institutions and investors to secure the necessary capital for business initiatives. Marco Siqueira monitors global economic trends to mitigate financial risks and protect the company's assets. Through detailed financial analysis, the Sócio Diretor Financeiro - Chief Financial Officer provides the board with the data needed to make informed strategic choices. Ultimately, Siqueira drives the financial stability and growth of the organization through prudent fiscal management.

Bridgee Shaw, the Chief Operating Officer at REI, directs the logistics and distribution networks that support the company's retail operations. Shaw architects scalable fulfillment solutions to ensure that camping gear and travel equipment reach customers efficiently across all North American regions. By overseeing the daily operations of warehouses and retail stores, the Chief Operating Officer maintains high standards of inventory accuracy and operational speed. This leadership role involves managing complex supply chain challenges to minimize disruptions and optimize costs. Bridgee Shaw coordinates with technology teams to implement advanced inventory management systems that improve stock availability. Through rigorous process analysis, the Chief Operating Officer identifies bottlenecks and executes improvements to enhance overall productivity. Ultimately, Shaw secures the operational foundation necessary for the company to deliver exceptional service to outdoor enthusiasts everywhere.

Vivienne Long, the Chief Marketing Officer at REI, directs all brand communication and customer acquisition strategies. Long architects campaigns that highlight the company's unique position as a provider of high-quality sporting goods and outdoor experiences. By overseeing digital marketing, social media, and community outreach, the Chief Marketing Officer ensures consistent messaging across all channels. This leadership role involves analyzing consumer behavior to tailor marketing efforts toward specific outdoor demographics. Vivienne Long collaborates with product teams to launch new gear and clothing lines, driving awareness and sales. Through creative storytelling, the Chief Marketing Officer builds deep emotional connections with the customer base. By optimizing marketing spend and tracking campaign performance, the Chief Marketing Officer maximizes return on investment. Ultimately, Long drives brand loyalty and market share growth through impactful and authentic communication.

Sergey Danilovich, the Chief Technology Officer at REI, directs the digital transformation of the retail platform. Danilovich architects robust e-commerce infrastructure to support the seamless sale of camping gear and travel equipment online. By overseeing the development of mobile applications and website features, the Chief Technology Officer enhances the user experience for outdoor enthusiasts. This leadership role involves managing cybersecurity protocols to protect customer data and ensure platform reliability. Sergey Danilovich integrates data analytics tools to provide insights into shopping patterns, enabling more personalized customer interactions. Through the implementation of cloud-based solutions, the Chief Technology Officer improves the scalability of the digital ecosystem. By driving innovation in retail technology, the Chief Technology Officer supports the company's growth objectives. Ultimately, Danilovich secures the digital future of the organization through advanced technical leadership.

Apple Musni, the Chief People Officer at REI, directs the human resources strategy and organizational culture. Musni architects talent acquisition and development programs that attract and retain skilled professionals passionate about the outdoors. By overseeing employee engagement and training initiatives, the Chief People Officer ensures that the workforce is equipped to deliver exceptional service to customers. This leadership role involves fostering an inclusive and diverse workplace that reflects the values of the outdoor community. Apple Musni manages performance management systems to align individual contributions with corporate goals. Through the implementation of competitive benefits and wellness programs, the Chief People Officer supports the well-being of the entire staff. By driving organizational development, the Chief People Officer strengthens the company's ability to innovate and grow. Ultimately, Musni secures the human capital necessary for long-term success.