REI names its first-ever chief creative officer

Seattle --Outdoor outfitter REI has added a chief creative officer slot, and hired Ben Steele to fill the position, effective Jan. 1. Steele most recently served as executive creative director at global brand firm Hornall Anderson in Seattle.

“Ben is a creative, strategic thinker who gets that we have to bring our brand story to life in unconventional ways,” said Jerry Stritzke, president and CEO, REI.

At REI, Steele will lead the company's creative strategy, bringing to life the brand's identity as a specialty outdoor lifestyle retailer. He will lead creative across the co-op with a team that will influence physical and digital assets, private brand product development, product assortment and REI's employment brand.

Steele has previously worked at Starbucks, Major League Baseball, PepsiCo and Lexus.