REI creates two new leadership roles to bolster digital efforts
REI has appointed two new leaders who will focus on strengthening the company’s customer experience.
The specialty outdoor retailer has promoted Ben Steele to the newly created position of executive VP and chief customer officer. Steele was previously chief creative officer, a position he has held for four years. In his new role, he will lead REI's digital, marketing, brand, stewardship and customer insights capabilities.
REI also named Curtis Kopf as its chief digital officer, also a new position for the company. Kopf, who will report to Steele, will be responsible for all of REI's digital efforts, including REI.com and the REI app.
Prior to joining REI, Kopf was senior VP, customer and digital experience at Premera Blue Cross. Prior to that, he held senior roles at Alaska Airlines, Microsoft and Amazon. He has a track record of leading transformation and a passion for building great digital teams and products, according to REI.
The specialty outdoor retailer has promoted Ben Steele to the newly created position of executive VP and chief customer officer. Steele was previously chief creative officer, a position he has held for four years. In his new role, he will lead REI's digital, marketing, brand, stewardship and customer insights capabilities.
REI also named Curtis Kopf as its chief digital officer, also a new position for the company. Kopf, who will report to Steele, will be responsible for all of REI's digital efforts, including REI.com and the REI app.
Prior to joining REI, Kopf was senior VP, customer and digital experience at Premera Blue Cross. Prior to that, he held senior roles at Alaska Airlines, Microsoft and Amazon. He has a track record of leading transformation and a passion for building great digital teams and products, according to REI.