REI Executive and Leadership Team

Mary Laughton, the President & Chief Executive Officer at REI, directs the overarching strategic vision for the retail and outdoor recreation corporation. Overseeing the integration of sporting goods sales with specialized outdoor services, the President & Chief Executive Officer ensures alignment between consumer demand and sustainable product sourcing. This leadership role involves navigating complex market dynamics across North American retail landscapes to maintain competitive positioning. By optimizing the omnichannel experience, Mary Laughton directly impacts the long-term growth and member engagement metrics of the organization. Laughton collaborates with the Board to refine corporate policies, ensuring that every business decision reflects the core mission of promoting outdoor activity. Through rigorous oversight of operational efficiency, Laughton secures the financial health of the enterprise while expanding the reach of outdoor-oriented vacations and educational courses to a broader demographic of enthusiasts.

Larbi Baljani, the Chairman and CEO at REI, governs the strategic direction and high-level corporate initiatives of the organization. Managing the relationship between the Board and executive leadership, the Chairman and CEO drives long-term value creation through disciplined capital allocation and market expansion strategies. This role involves evaluating the competitive landscape of the outdoor retail sector to identify emerging opportunities for growth. By fostering a culture of innovation, Larbi Baljani ensures that the company remains at the forefront of the sporting goods and camping gear industry. Baljani maintains a focus on institutional stability, guiding the executive team through complex economic cycles while upholding the brand reputation. Through consistent engagement with stakeholders, the Chairman and CEO reinforces the commitment to outdoor recreation services, ensuring that the business model remains resilient and adaptable to shifting consumer preferences in the global marketplace.

Marco Siqueira, the Sócio Diretor Financeiro - Chief Financial Officer at REI, manages the financial planning, reporting, and capital structure of the organization. Overseeing the fiscal health of the retail and outdoor recreation services business, the Sócio Diretor Financeiro - Chief Financial Officer ensures accurate financial forecasting and rigorous cost control measures. This leadership role involves evaluating investment opportunities in new store locations and digital infrastructure to support long-term profitability. By maintaining strong relationships with financial institutions and investors, Marco Siqueira secures the necessary liquidity to fund operational expansion and inventory procurement. Siqueira collaborates with the executive team to align budgetary priorities with the strategic goals of the company. Through the implementation of robust financial governance, Siqueira mitigates risk and ensures compliance with regulatory standards, ultimately supporting the sustainable growth of the business and the continued delivery of high-quality outdoor products and services.

Valeri Kotlyar, the President at REI, oversees the operational execution of the retail division, focusing specifically on supply chain logistics and inventory distribution. Managing the flow of sporting goods and camping gear from manufacturers to retail outlets, the President ensures that product availability meets consumer demand across all regional markets. This leadership role involves optimizing warehouse operations and transportation networks to reduce lead times and improve service levels. By streamlining logistics processes, Valeri Kotlyar enhances the efficiency of the retail operations, allowing the company to respond quickly to seasonal shifts in outdoor recreation trends. Kotlyar collaborates with procurement teams to ensure that the inventory mix aligns with the strategic goals of the organization. Through the rigorous management of operational workflows, Kotlyar supports the overall growth of the business, ensuring that the company maintains a reliable and responsive supply chain for all outdoor enthusiasts.

Vincent Mesolella, the President at REI, directs the strategic expansion of outdoor-oriented vacations and educational services. Overseeing the development and delivery of specialized courses and travel experiences, the President ensures that these offerings provide high value to members and align with the core mission of the organization. This leadership role involves managing partnerships with outdoor guides and service providers to maintain the quality and safety of all recreational programs. By analyzing participant feedback and market demand, Vincent Mesolella refines the service portfolio to include innovative and engaging outdoor activities. Mesolella collaborates with the marketing and technology teams to promote these services and simplify the booking process for customers. Through the strategic oversight of the services division, Mesolella drives revenue diversification and deepens the connection between the brand and the outdoor community, ensuring that the company remains a leader in experiential outdoor recreation.

Sergey Danilovich, the Chief Technology Officer at REI, architects the digital infrastructure supporting the retail and outdoor recreation services platform. Overseeing the development of scalable e-commerce systems and data analytics tools, the Chief Technology Officer ensures seamless integration between online shopping experiences and physical store operations. This leadership role involves modernizing the technology stack to enhance inventory management and customer personalization across all digital channels. By implementing robust cybersecurity protocols, Sergey Danilovich protects sensitive member data while driving operational efficiency through automation. Danilovich collaborates with cross-functional teams to deploy innovative software solutions that improve the accessibility of outdoor-oriented vacations and courses. Through the strategic application of emerging technologies, Danilovich optimizes the digital supply chain, ensuring that the company maintains a competitive edge in the rapidly evolving retail landscape while delivering a superior user experience to outdoor enthusiasts.

Vivienne Long, the Chief Marketing Officer at REI, directs the brand strategy and customer acquisition efforts for the outdoor recreation corporation. Overseeing the development of integrated marketing campaigns, the Chief Marketing Officer ensures that the company effectively communicates the value of its sporting goods, camping gear, and travel equipment to diverse consumer segments. This leadership role involves analyzing market trends to refine brand positioning and enhance member loyalty programs. By leveraging data-driven insights, Vivienne Long optimizes advertising spend across digital and traditional media platforms to maximize return on investment. Long collaborates with product teams to launch new collections and promote seasonal outdoor-oriented vacations. Through the execution of targeted outreach initiatives, Long strengthens the market presence of the brand, ensuring that the company remains the preferred destination for outdoor enthusiasts seeking quality gear and expert guidance for their next adventure.

Apple Musni, the Chief People Officer at REI, directs the human capital strategy and organizational development initiatives for the retail corporation. Overseeing talent acquisition, employee engagement, and leadership training, the Chief People Officer ensures that the workforce remains aligned with the mission of promoting outdoor recreation. This leadership role involves designing inclusive workplace policies that foster a culture of collaboration and professional growth across all retail locations and corporate offices. By implementing performance management systems, Apple Musni drives productivity and ensures that the company attracts top-tier talent in the competitive retail sector. Musni collaborates with other C-suite leaders to address organizational challenges and support the well-being of the staff. Through the strategic management of human resources, Musni strengthens the internal capabilities of the organization, ensuring that the team is well-equipped to deliver exceptional service to customers and maintain the high standards of the brand.