Outdoor retailer REI has appointed Abigail Jacobs as chief marketing officer, overseeing the company’s whole marketing strategy. 

Jacobs will be responsible for the company’s creative, customer and member planning, marketing operations, and brand strategy. 

“As I got to know Abigail, I was struck by her ability to successfully marry customer-centricity and commercial performance with mission in a specialty retail environment,” said Eric Artz, REI president and CEO.

“I’m confident she’ll inspire our 24 million members as we continue to work together for the greater good and the great outdoors.” 

Before joining REI, Jacobs led marketing for major businesses such as Sephora, Williams-Sonoma, West Elm, and Pottery Barn. 

Earlier this year, REI revealed plans to open 10 more locations, with two already announced for next year including Durango (Colorado) and St George (Utah).