REI Promotes Craig Rowley to Vice President of Marketing, Welcomes Jed Paulson as Vice President of Digital Retail

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National outdoor retailer promotes Craig Rowley to vice president of Marketing and introduces Jed Paulson as vice president of Digital Retail.

As part of the co-op’s continued commitment to better engage its members through outdoor and digital experiences, national outdoor specialty retailer, REI, promotes Craig Rowley to vice president of Marketing and introduces Jed Paulson as vice president of Digital Retail.

In his new role, Rowley will oversee the co-op’s Marketing efforts, including advertising, local marketing, internet marketing, digital communications/content strategy, loyalty, customer insights/analytics, and community engagement/social media efforts. Paulson joins the co-op after serving as the head of the marketing and e-commerce division of Free People. He will lead REI’s digital strategies, including experience, sales merchandising and personalization, site marketing and analytics, product management, and mobile and business development.

“From local activations to compelling content to elevating our brand across communications, Craig has impressed me with his forward-looking focus on Marketing as a way to engage our members and customers,” said Jerry Stritzke, REI’s president and CEO. “Jed’s strong experience and leadership will help us better serve outdoor enthusiasts through a more personalized and member-focused digital experience.”

After joining REI in 2013 following 20 years of experience in marketing and advertising, Rowley has served as the director of Integrated Marketing and most recently as divisional vice president of Marketing. In his time with the co-op, he has consistently demonstrated strategic leadership, strong expertise and cross-divisional collaboration as he has pushed the organization to change the way it thinks about customer engagement.

Paulson most recently served as director of eCommerce and Marketing at Free People, and was responsible for its 2015 ecommerce re-platform initiative and launches of dedicated China and UK sites. He also led the development of the company’s iOS app. He developed and launched FP Me, the company's loyalty engagement program, allowing customers to engage with the brand and each other via photo uploads, hearting and following, integrated across the web and iOS app.

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 143 stores in 35 states. If you can’t visit a store, you can shop at, 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 to–and steward–the outdoor places that inspire us.


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