National Retailers

REI announces leadership changes, appoints first chief commercial officer

The addition of a CCO signals a possible new retail strategy for the outdoor giant.


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REI today announced the addition of former Amazon VP Cameron Janes as chief commercial officer along with promotions for Kelley Hall and Vivienne Long, who were elevated to the roles of chief financial officer and chief marketing officer, respectively.

While Hall’s and Long’s promotions may come as little surprise to those familiar with REI’s leadership team, Janes’ hiring for the newly-created role of CCO seems to mark a potential shift in the company’s overall retail strategy.

Through a release, REI said Janes “will unite the co-op’s retail and e-commerce channels to help REI push the boundaries of how physical and digital retail connect and build a seamless omnichannel experience for its customers and members.” 

REI declined to comment on the news.

Janes was previously VP of physical stores at Amazon, so the transition to REI may signal an increased focus for the retailer on its 174 physical locations in 41 states. Janes had a 14-year tenure at Amazon, overseeing its entire brick-and-mortar strategy, Prime Video streaming service, and other key parts of the company. Janes departed Amazon in mid-November. He starts at REI Jan. 3. 

Read more: REI launches new program to invest in BIPOC-owned outdoor startups

In her new role, Hall will oversee the company’s sustainability strategy in addition to its financials. Through a release, REI said Hall “will take on a broader set of organizational responsibilities in her new role, leading the co-op’s efforts to build a future-looking, customer-centric supply chain while continuing to decouple REI’s growth from its carbon footprint.”

Long’s elevated role will focus on shaping REI’s membership and social strategies moving forward, especially as the company expands into more regional markets around the country.