Abigail Jacobs is the brand new advertising director at out of doors specialty retailer REI Co-Op.
Jacobs’ six years at magnificence retailer Sephora led to March. Previous to that, she spent greater than 13 years in senior advertising and communications roles at Williams-Sonoma manufacturers together with Pottery Barn and West Elm.
Easing pandemic restrictions boosted REI gross sales in 2021, The Wall Road Journal reported. However these positive factors proved non permanent, main the corporate to put off greater than 300 individuals in 2023, adopted by 357 extra final January.
REI reported a internet lack of $311 million in 2023with income of $3.76 billion, down 2.4% from 2022. It attributes the decline to elevated wages for hourly staff, its dedication to its member rewards program and a non-cash valuation allowance of $169 million on its deferred tax belongings.
Jacobs succeeds Vivienne Lengthywho left the corporate final December. Vice President of Advertising and Inventive Pardis Ghorbani, in the meantime, was main REI’s advertising efforts.
In his new function, Jacobs will lead model technique, artistic, buyer and member planning and advertising operations.
Jacobs’ hiring is the most recent in a shakeup of REI’s C-suite.
The corporate employed Roma McCaig as vice chairman of public affairs and influence final November, then promoted Guillaume Ledieu to chief know-how officer in June and Cameron Janes to chief working officer in August.
REI remains to be trying to fill the function of chief merchandising officer, in keeping with the Journal.
“(Jacobs) has a wealth of expertise and brings a real understanding of what it means to provide function to a model,” REI Chairman and CEO Eric Artz stated in an announcement. “Abigail believes within the mission of the co-op – that spending time exterior is a primary human proper – and understands tips on how to convey that mission to life via advertising. I’m assured she’s going to encourage our 24 million members as we proceed to work collectively for the frequent good and the good open air.
Jacobs added, “After I was a child, I used to stroll across the REI retailer in Berkeley, California with my dad and brother, imagining the adventures we’d have. I’ve all the time admired REI’s model, expertise, experience and advocacy, each as a member and marketer. I’ve spent my profession in retail specializing in enterprise and societal influence, and nowhere would I fairly proceed this work than on the Co-op.
