Sephora marketing VP joins REI C-suite
REI Co-op has a new marketing leader.
The specialty outdoor retailer has named Abigail Jacobs as its next chief marketing officer. She joins REI from Sephora, where she spent more than six years total, including the last four as senior VP of integrated marketing and brand. Prior to Sephora, she spent more than 13 years at Williams-Sonoma, Inc. in multiple marketing roles.
“As I got to know Abigail, I was struck by her ability to successfully marry customer-centricity and commercial performance with mission in a specialty retail environment,” said Eric Artz, REI president and CEO. “She has a wealth of experience and brings a true understanding of what it means to infuse a brand with purpose. Abigail believes in the co-op's mission — that time outside is a fundamental human right — and understands how to bring that mission to life through marketing. I’m confident she’ll inspire our 24 million members as we continue to work together for the greater good and the great outdoors.”
In her role at REI, Jacobs will be responsible for the company’s entire marketing engine, including creative, customer and member planning, marketing operations and brand strategy. She joins the retailer as it continues to open new stores, with 2025 and 2026 locations already in the works.
“As a kid, I used to wander around the Berkeley REI store with my dad and brother, dreaming up the adventures we could have,” said Jacobs. “I’ve always admired REI’s brand, experience, expertise and advocacy — as both a member and a marketer. I’ve spent my career in retail focused on delivering both business and societal impact and there is nowhere I would rather continue that work than at the co-op.”
[READ MORE: REI to close on Black Friday — pay employees to ‘Opt Outside’]
Headquartered in Seattle, REI is the nation’s largest consumer co-op, with 24 million members. The company operates more than 190 stores and employs approximately 15,000 workers.
