REI Executive and Leadership Team

Mary Beth Laughton, the President & Chief Executive Officer at REI, directs the overarching corporate strategy for this outdoor retail leader. Laughton manages the integration of camping gear sales with experiential outdoor services to ensure market dominance. By aligning the executive team with long-term sustainability goals, the President & Chief Executive Officer drives growth across North American markets. This leadership role involves constant evaluation of retail performance metrics and consumer engagement trends. Mary Beth Laughton maintains a focus on operational excellence, ensuring that every product category meets the rigorous standards expected by outdoor enthusiasts. Through strategic partnerships and a commitment to the cooperative business model, the President & Chief Executive Officer secures the financial health of the organization. Laughton oversees the expansion of digital and physical retail footprints, ensuring that the brand remains the premier destination for adventure equipment and travel services.

Larbi Elbaljani, the Chairman and CEO at REI, governs the board-level initiatives and high-level corporate vision. Elbaljani architects the long-term roadmap for the organization, focusing on the intersection of retail innovation and environmental advocacy. As the Chairman and CEO, Elbaljani coordinates with the board to ensure that the company mission remains central to all business decisions. This role requires deep oversight of the corporate structure, ensuring that the cooperative model thrives in a competitive retail environment. Larbi Elbaljani drives the strategic direction of the company, emphasizing the importance of quality sporting goods and outdoor education. By fostering a culture of accountability, the Chairman and CEO ensures that the organization meets its ambitious growth targets. Elbaljani monitors global market shifts, adapting the business model to maintain relevance among diverse outdoor communities. This leadership position demands a focus on long-term value creation and the preservation of the brand legacy.

Larbi Baljani, the Chairman and CEO at REI, manages the governance framework and strategic oversight of the enterprise. Baljani directs the board in establishing policies that support the retail and outdoor recreation services mission. As the Chairman and CEO, Baljani ensures that the company maintains its reputation for excellence in camping gear and travel equipment. This role involves balancing the needs of the cooperative members with the demands of a modern, fast-paced retail market. Larbi Baljani drives initiatives that enhance the customer experience, focusing on the integration of educational courses with product offerings. By overseeing the strategic alignment of all departments, the Chairman and CEO ensures that the organization remains a leader in the outdoor industry. Baljani monitors the competitive landscape, implementing strategies that solidify the market position of the company. This leadership role requires a commitment to operational integrity and the continuous improvement of the retail ecosystem.

Mary Laughton, the President & Chief Executive Officer at REI, oversees the daily execution of the corporate mission and retail operations. Laughton directs the development of new product lines and service offerings that cater to the evolving needs of outdoor enthusiasts. As the President & Chief Executive Officer, Laughton ensures that the company maintains its commitment to quality and sustainability in every transaction. This role involves managing the complex supply chain for sporting goods and travel equipment, ensuring that inventory levels meet consumer demand. Mary Laughton drives the implementation of new retail technologies that enhance the shopping experience for members. By collaborating with other C-suite leaders, the President & Chief Executive Officer ensures that the organization achieves its revenue and growth objectives. Laughton focuses on operational efficiency, streamlining processes to maximize the impact of the company in the outdoor recreation sector. This leadership role requires a dedication to the core values of the cooperative.

Marco Siqueira, the Sócio Diretor Financeiro - Chief Financial Officer at REI, manages the financial health and fiscal strategy of the organization. Siqueira directs the budgeting, forecasting, and financial reporting processes that support the growth of the company. As the Sócio Diretor Financeiro - Chief Financial Officer, Siqueira ensures that the financial resources of the enterprise are allocated effectively to support the retail and outdoor services mission. This role involves overseeing the capital structure and managing the financial risks associated with the retail industry. Marco Siqueira drives the development of financial models that inform strategic decision-making at the executive level. By collaborating with the board and other C-suite leaders, the Sócio Diretor Financeiro - Chief Financial Officer ensures that the company maintains its long-term financial stability. Siqueira monitors the economic landscape, implementing strategies that maximize value for the cooperative members. This leadership role requires a focus on fiscal discipline and the continuous improvement of financial processes.

Bridgee Shaw, the Chief Operating Officer at REI, manages the internal operations and logistics that keep the retail business running smoothly. Shaw directs the distribution networks and store operations, ensuring that camping gear and clothing reach customers efficiently. As the Chief Operating Officer, Shaw oversees the implementation of operational policies that enhance productivity and reduce costs. This role involves coordinating with regional managers to ensure that the retail experience remains consistent across all locations. Bridgee Shaw drives the optimization of the supply chain, focusing on the timely delivery of high-quality outdoor equipment. By monitoring operational performance metrics, the Chief Operating Officer ensures that the company meets its service level agreements. Shaw manages the day-to-day activities of the organization, ensuring that all departments work in harmony to support the mission. This leadership role requires a focus on operational excellence and the continuous improvement of the retail infrastructure.

Sheila Sanzone, the President at REI, manages the specific business units and operational divisions that drive the retail success of the company. Sanzone directs the strategic initiatives for the outdoor recreation services, ensuring that courses and vacations meet the high standards of the brand. As the President, Sanzone oversees the performance of the retail stores and the integration of new service offerings. This role involves coordinating with the operations and marketing teams to ensure that the customer experience is seamless and engaging. Sheila Sanzone drives the growth of the service-oriented business units, focusing on expanding the reach of the company in the outdoor recreation market. By monitoring the performance of these divisions, the President ensures that the organization achieves its revenue and service objectives. Sanzone manages the day-to-day activities of the business units, ensuring that all teams work in alignment with the corporate mission. This leadership role requires a focus on operational excellence and the continuous improvement of the service portfolio.

Sergey Danilovich, the Chief Technology Officer at REI, architects the digital infrastructure that supports the retail and outdoor services platform. Danilovich directs the engineering teams in developing scalable solutions for e-commerce and inventory management. As the Chief Technology Officer, Danilovich ensures that the digital presence of the company remains robust and secure. This role involves integrating advanced data analytics to better understand consumer behavior and optimize product recommendations. Sergey Danilovich drives the adoption of new technologies that improve the efficiency of the supply chain and the customer experience. By overseeing the digital transformation of the organization, the Chief Technology Officer ensures that the company stays ahead of industry trends. Danilovich manages the technical roadmap, aligning IT investments with the broader business goals of the enterprise. This leadership role requires a focus on innovation and the continuous improvement of the digital tools that empower outdoor enthusiasts to explore the world.

Vivienne Long, the Chief Marketing Officer at REI, directs the brand strategy and customer engagement initiatives for the organization. Long architects the marketing campaigns that promote the company as the premier destination for outdoor recreation and travel. As the Chief Marketing Officer, Long oversees the development of content and advertising that resonates with the outdoor community. This role involves managing the brand identity and ensuring that all communications reflect the values of the cooperative. Vivienne Long drives the growth of the member base through targeted digital marketing and community-building efforts. By collaborating with the sales and product teams, the Chief Marketing Officer ensures that marketing efforts align with the overall business objectives. Long monitors market trends and consumer sentiment, adapting the brand strategy to maintain a competitive edge. This leadership role requires a focus on creative storytelling and the effective communication of the company mission to a global audience.

Apple Musni, the Chief People Officer at REI, directs the human resources strategy and organizational culture for the company. Musni architects the talent acquisition, development, and retention programs that support the workforce. As the Chief People Officer, Musni ensures that the company attracts and retains the best talent in the retail and outdoor recreation industry. This role involves fostering an inclusive and supportive work environment that aligns with the values of the cooperative. Apple Musni drives the implementation of training and development programs that empower employees to excel in their roles. By collaborating with other C-suite leaders, the Chief People Officer ensures that the organizational structure supports the business objectives. Musni monitors employee engagement and performance, implementing strategies that enhance the overall productivity of the workforce. This leadership role requires a focus on people-centric management and the continuous improvement of the employee experience across the entire organization.