REI Co-op has named Abigail Jacobs as chief marketing officer.
The San Francisco-based marketer joins the speciality outdoor retailer from Sephora, where she has served as SVP, integrated marketing and brand.
“As a kid, I used to wander around the Berkeley REI store with my dad and brother, dreaming up the adventures we could have,” said Jacobs, in a statement. “I’ve always admired REI’s brand, experience, expertise, and advocacy—as both a member and a marketer. I’ve spent my career in retail focused on delivering both business and societal impact and there is nowhere I would rather continue that work than at the co-op.”
In her new role, Jacobs will be responsible for REI’s overall marketing program including creative, customer and member planning, marketing operations, and brand strategy.
Prior to joining Sephora, she has also held senior roles at Williams-Sonoma, West Elm and the Pottery Barn brands.
