REI Co-op has hired IT veteran Dan Shull to serve as the company’s first vice president of commerce and experiences. Shull will be responsible for the customer experience across all technology platforms, and will lead a team of more than 100 technology professionals.

Shull will also guide ongoing work around how technology can enable memorable outdoor experiences without taking away from the sense of adventure and escape associated with being outdoors.

“I’m thrilled to welcome Dan to the Co-op,” said Chris Putur, REI CIO. “His years of experience in both IT and retail and his collaborative leadership style make him uniquely suited to bring together our digital and in-store experiences, and to help us enable transformative outdoor experiences for our customers through the use of technology.”

Shull joined the co-op in May 2018, after serving as chief information officer at Signet Jewelers. He also spent seven years at Nike, serving in a number of IT leadership roles. In his spare time, he enjoys hiking and exploring the Pacific Northwest and Hawaii with his family.

“I’m honored to join the co-op,” Shull said. “My wife and I have been members for almost 20 years, most recently frequenting stores in Portland and Bellevue. The co-op’s goal is to provide a seamless and rich experience for our customers, helping them to pursue the activities they love outside. I’m delighted to have the opportunity to help shape that customer experience for current and future members.”