REI Executive and Leadership Team

Larbi Baljani, the Chairman and CEO at REI, directs the overarching corporate strategy and long-term vision for the organization. Baljani oversees the alignment of retail operations with the core mission of promoting outdoor recreation across North American markets. By coordinating with the Board, the Chairman and CEO ensures that business growth remains consistent with the cooperative model. This leadership role involves evaluating market trends in sporting goods and camping gear to maintain a competitive edge. Larbi Baljani drives the expansion of outdoor-oriented services, ensuring that the company remains a leader in the retail sector. Through rigorous oversight of organizational performance, the Chairman and CEO secures the financial health and operational integrity of the enterprise, ultimately fostering a culture of excellence and environmental responsibility within the entire corporate structure.

Mary Laughton, the President & Chief Executive Officer at REI, executes the daily operational mandates and strategic initiatives required to sustain retail excellence. Laughton manages the integration of camping gear and travel equipment sales with the broader service offerings provided to outdoor enthusiasts. By supervising cross-functional teams, the President & Chief Executive Officer ensures that customer engagement remains high across all digital and physical storefronts. This leadership role involves optimizing supply chain logistics to meet the demands of a diverse consumer base. Mary Laughton drives the implementation of new retail technologies that enhance the shopping experience. Through constant collaboration with other C-suite leaders, Laughton maintains the operational efficiency necessary for long-term success, ensuring that the company continues to provide high-quality outdoor products to the public.

Marco Siqueira, the Sócio Diretor Financeiro - Chief Financial Officer at REI, manages the fiscal health and capital allocation strategies of the organization. Siqueira oversees the budgeting process, financial reporting, and investment planning for all retail and service divisions. By monitoring revenue streams from sporting goods and outdoor courses, the Sócio Diretor Financeiro - Chief Financial Officer ensures that the company maintains a strong balance sheet. This leadership role involves conducting risk assessments and financial modeling to support long-term strategic decisions. Marco Siqueira drives the implementation of cost-saving measures that improve operational efficiency across the enterprise. Through collaboration with the Board and other executives, Siqueira secures the financial stability required for future expansion, ensuring that all fiscal activities align with the company's commitment to sustainable growth and long-term value creation.

Valeri Kotlyar, the President at REI, focuses on the operational scaling of the retail division, specifically targeting the expansion of physical store footprints and regional market penetration. Kotlyar oversees the logistics of inventory distribution for camping gear and clothing to ensure consistent availability across all locations. By managing regional managers, the President ensures that store performance meets corporate standards for customer service and operational efficiency. This leadership role involves identifying new market opportunities and optimizing the retail layout to maximize sales volume. Valeri Kotlyar drives the execution of store-level initiatives that enhance the shopping experience for outdoor enthusiasts. Through coordination with the executive team, Kotlyar maintains the operational rigor necessary for regional growth, ensuring that the company's retail presence remains robust and responsive to local consumer demands.

Vincent Mesolella, the President at REI, directs the strategic development and management of the company's outdoor-oriented vacation and course services. Mesolella oversees the curriculum design for outdoor education and the logistics of travel equipment rentals for guided excursions. By managing partnerships with outdoor guides and service providers, the President ensures that all experiences meet the high safety and quality standards expected by the customer base. This leadership role involves expanding the service portfolio to include new adventure offerings that align with current market trends. Vincent Mesolella drives the growth of the service division by integrating educational content with retail sales. Through collaboration with the marketing and operations teams, Mesolella ensures that the service offerings remain a core component of the company's value proposition, fostering deep customer engagement.

Vivienne Long, the Chief Marketing Officer at REI, architects the brand identity and customer acquisition strategies that define the company's market presence. Long oversees the development of campaigns that highlight the value of sporting goods and outdoor-oriented vacations. By analyzing consumer behavior, the Chief Marketing Officer ensures that marketing efforts resonate with outdoor enthusiasts across the United States. This leadership role involves managing brand partnerships and digital outreach to increase market share in the competitive retail sector. Vivienne Long drives the creative direction of all promotional materials, ensuring consistency with the corporate mission. Through strategic alignment with the sales and product teams, Long optimizes the customer journey, ultimately strengthening brand loyalty and driving revenue growth through targeted, impactful communication strategies that reflect the company's commitment to the outdoors.

Sergey Danilovich, the Chief Technology Officer at REI, directs the digital infrastructure and technological innovation required to support a modern retail corporation. Danilovich oversees the development of scalable e-commerce platforms and data analytics systems that track inventory for camping gear and travel equipment. By managing the IT department, the Chief Technology Officer ensures that all digital touchpoints remain secure and efficient for the consumer. This leadership role involves integrating new software solutions to streamline internal operations and improve the overall shopping experience. Sergey Danilovich drives the adoption of emerging technologies that enhance the company's ability to serve outdoor enthusiasts. Through close coordination with the executive team, Danilovich maintains the technological edge necessary for sustained growth, ensuring that the digital ecosystem supports the company's broader retail objectives.

Apple Musni, the Chief People Officer at REI, directs the human capital strategy and organizational culture initiatives that support the company's workforce. Musni oversees talent acquisition, employee development, and performance management programs across all retail locations and corporate offices. By fostering an inclusive environment, the Chief People Officer ensures that the staff remains aligned with the mission of promoting outdoor recreation. This leadership role involves designing compensation structures and training programs that attract and retain top talent in the retail industry. Apple Musni drives the implementation of internal policies that promote employee well-being and professional growth. Through constant engagement with the leadership team, Musni ensures that the workforce remains motivated and capable of delivering exceptional service to customers, ultimately contributing to the overall success and stability of the organization.