Patagonia’s CEO stepping down, with long list of accomplishments

One of the retail industry’s most progressive leaders is stepping down from her post. 

In a surprise announcement, Patagonia said that, after 12 years with the company, Rose Marcario is stepping down as president and CEO, effective June 12. The outdoor apparel retailer did not give any details as to a successor, only saying that COO Doug Freeman will lead Patagonia’s transition with updates to follow. 

In a statement to Fast Company, Marcario said, “We have been planning my succession since late last year and believe now is the right time for the next-generation team to step in to reimagine the business for a bright future. Patagonia is in great hands, and on a path for 100 years of success.”

Patagonia credited Marcario, who joined the company in 2013 as CFO and has served as CEO since 2013, as instrumental in leading it “through the most prosperous time in its 47-year history.” Sales have quadrupled since she joined. 

Marcario has been recognized by global leaders for her success in advocating and advancing climate and environmental policies. During her tenure, Patagonia was established as a leader in the Benefit Corporation (B Corp) movement. The movement, which has become increasingly mainstream, has companies put a priority on people and planet, not just profit. Recently, and in partnership with other groups, Patagonia filed an amicus brief challenging the rollback of the Clean Power Plan.

Marcario also oversaw Patagonia’s strategy to protect millions of acres of land including Bears Ears National Monument (Utah), Jumbo Valley (British Columbia) and the Arctic National Wildlife Refuge (Alaska). 

With Patagonia founder Yvon Chouinard, Marcario started organic food company Patagonia Provisions. And working with the Rodale Institute and Dr. Bronner’s, she developed the Regenerative Organic Certification, the highest bar of certification for workers/farmers rights, animal welfare and regenerative soil practices. She also founded Patagonia’s in-house venture fund and Patagonia Action Works, a digital hub for environmental activists.  

Under Marcario’s leadership, activism became central to Patagonia’s brand image. In 2018, she founded Time To Vote, a bipartisan coalition of companies committed to increasing voter participation in U.S. elections. And for the first time ever, in 2018, Patagonia openly endorsed candidates in an election, supporting Nevada senator Jacky Rosen and Senator Jon Tester of Montana, both of whom won their seats.

Under Marcario’s leadership, Patagonia gave away more grants to grassroots activism than any time in its history. In 2018, she donated the $10 million that the company realized as a result of Trump’s corporate tax cut to environmental causes. And for the 2019 holiday selling season, Patagonia launched a campaign encouraging customers to donate to grassroots environmental organizations, matching their contributions up to $10 million.

“Rose has grown our advocacy efforts in ways I could never have imagined,” said Patagonia founder, Yvon Chouinard. “With Rose at the helm, we are leading an overdue revolution in agriculture, challenging this administration’s evil environmental rollbacks, growing a movement to increase voter participation in our elections and raising the bar on building our product in the most responsible manner possible.”