REI, America’s largest consumer co-op and specialty outdoor retailer, has initiated a search for its next marketing leader following the departure last month of Annie Zipfel, its former senior vice president of marketing.
Zipfel, who joined REI in 2012, oversaw a brand refresh and launched the co-op’s first social-led engagement program during the recent holiday period, named #GiveStoke. Her efforts and those of her team helped to increase membership by 945,000 to 5.5 million active members in 2014.
“Annie played a big part in moving the co-op forward since I joined REI. I respect her and I am grateful for all she has done with her team to move us forward. We’ve covered a lot of ground together in the last year and a half and I’m positive she will go on to have a big impact in her next role. I wish her all the best,” said Jerry Stritzke, president and CEO of REI.
The co-op is actively searching for a Marketing leader who will join the executive team that is focusing REI on serving members as a specialty outdoor retailer. The leader will drive a large team influencing customer insights, brand expression, campaigns development, marketing operations, digital engagement and the membership program.
In March, REI announced that it is taking part in a nationwide program to engage millions of Americans to celebrate the National Parks Centennial in 2016. The “Find Your Park” campaign that REI is part of aims to diversify the audiences that enjoy the parks and is supported by First Ladies Michelle Obama and Laura Bush. REI’s role in the program is to help people enjoy deeper experiences in the parks both to connect more deeply with the outdoors and to get people out of the parking lot and deeper into the parks.
Stritzke continued, “The National Parks program is an example of how we are focusing on helping people all over the country to live life outside. We are getting back to the core of the co-op. We have more than 75 years of history of offering members quality gear and expertise, which started with Mary and Lloyd Anderson looking for an ice axe to climb Rainier. That’s the essence of who we are and we need to protect that while our outdoor community grows steadily.”
About REI
REI is a specialty outdoor retailer, headquartered near Seattle. The nation’s largest consumer co-op, REI is a growing community of 5.5 million active members who expect and love the best quality gear, inspiring expert classes and trips and outstanding customer service. REI has 140 stores in 33 states. If you can’t visit a store, you can shop at REI.com, REI.com/outlet or the free REI shopping app. REI isn’t just about gear. You can take the trip of a lifetime with REI Adventures, a global leader in active adventure travel that runs 150 custom-designed itineraries on every continent. REI’s Outdoor School is run by professionally-trained, expert-instructors who teach beginner- to advanced-level courses about a wide range of activities. To build on the infrastructure that makes life outside possible, REI invests millions annually in hundreds of local and national nonprofits that create access toand stewardthe outdoor places that inspire us.
