REI Co-op on Thursday announced the appointment of two new leaders: Vivienne Long as vice president of marketing and Pardis Ghorbani as vice president of customer and brand shared services. Both roles will focus on inspiring more people to connect with a life outdoors.
Long (pictured left) will serve as the co-op’s new vice president of marketing, bringing more than 25 years of experience in leading business and building brands to one of the co-op’s fastest growing organizations.
“Vivienne brings a sophisticated approach to the art and science of marketing,” said Ben Steele, REI’s chief customer officer. “Her passion for customers will continue to drive the co-op’s growth and impact, while raising REI’s brand to new levels. The ultimate goal–use the power of storytelling to inspire more people to get outside.”
Prior to joining REI, Long spent a decade at Starbucks. In her tenure at Starbucks she held multiple leadership positions including vice president of digital customer experience, vice president of retail U.S. beverage, and vice president of packaged coffee innovation. Earlier in her career, she spent time at Clorox and Procter and Gamble in marketing and brand roles, and in the e-commerce space at Microsoft.
“The co-op’s commitment to a sustainable and accessible outdoor future is near and dear to me,” said Long. “I’m eager to join the co-op family and lead REI’s innovative marketing team to help advance this important purpose.”
Long’s passion for the outdoors takes shape in many forms. She aspires to visit all U.S. National Parks and enjoys hiking, kayaking, geocaching.
Ghorbani has been promoted to serve as REI’s first vice president of customer and brand shared services. The new role recognizes Ghorbani’s 14-year tenure at REI and focuses on an emerging need for oversight and coordination of customer-centered operations across the enterprise.
As part of his expanded responsibilities, Ghorbani (pictured right) will build capabilities to serve business operations and customer needs.
“I’m honored to continue working with such a dedicated group of people and for the opportunity to expand operational capacities to support our customers and their love for the outdoors,” said Ghorbani.
Prior to his promotion, Ghorbani served as the interim vice president of marketing and divisional vice president of Brand Lab and Creative Shared Services, providing strategic direction to an array of functions across marketing, brand and creative. He also led and contributed to several award-winning brand campaigns, including #OptOutside.
“Pardis’ influence and impact have already stretched far beyond the marketing organization,” said Steele. “He’s been a key leader in our evolution toward customer-centricity and a living, breathing example of what it means to awaken a lifelong love for the outdoors.”
Ghorbani is an avid outdoorsman whose love for the outdoors is also translated through active involvement and advocacy on behalf of Pacific Northwest outdoor communities.
