Headline: REI Welcomes First-Ever Chief Commercial Officer, Amps Up Leadership Team
Amazon vet appointed as REI's inaugural chief commercial officer
REI took a significant step forward in its leadership lineup with the appointment of its inaugural Chief Commercial Officer (CCO), Cameron Janes, a seasoned e-commerce and physical retail expert with over fourteen years at Amazon. Janes is set to join REI on Jan 3, 2022.
In this influential role, Janes will be responsible for integrating REI's brick-and-mortar retail and e-commerce operations, enabling a seamless omnichannel experience that pushes boundaries in the interplay of physical and digital retail. The company announced this in a press release.
REI's leadership shake-up doesn't stop there - Kelley Hall and Vivienne Long were both promoted to executive roles. Hall, who's been REI's CFO since 2019, will now oversee supply chain matters, as well as the retailer's initiative to link REI's growth with a reduced carbon footprint. Long, who has lead marketing and membership strategy since 2019, will continue doing so while also taking on a more comprehensive role.
"Kelley and Vivienne are exceptional cooperative leaders, powering impressive results for our business and customers, and readying us for an ambitious growth trajectory," CEO Eric Artz stated in a statement. "Cameron brings a wealth of experience in both physical and digital retail spaces. These three leaders—alongside our exceptional senior team—will keep us strong and moving forward in 2022."
The retail industry has witnessed a surge in CCO appointments this year, with popular brands like REI, Glossier, Parachute, and Serta joining the trend. This shift toward integrated, adaptable, and technology-driven commercial strategies is a direct response to the evolving retail landscape.
REI has been at the forefront of this movement. By offering virtual outfitting appointments, enabling experts to connect with customers online, and integrating technology in their operations, REI is breaking down the barriers between physical shopping experiences and the digital space, particularly driven by the pandemic's impact on online shopping trends.
Industry experts agree that the lines between sales, marketing, and digital commerce are blurring, with companies like REI emphasizing the need for cross-functional collaboration to stay competitive. The new CCO role is a testament to this trend, as retailers seek leaders who can drive alignment, break silos, and foster adaptability and innovation.
Sources:
- BCG: The Future of Sales Is Cross-Functional
- Forbes: How Artificial Intelligence Is Changing Retail [accessed November 13, 2021]
- Harvard Business Review: The Rise of the Digital Chief Marketing Officer [accessed November 13, 2021]
- Retail TouchPoints, RetailWire, Vend [accessed November 13, 2021]
- Mckinsey & Company: A CFO's guide to embracing digital transformation [accessed November 13, 2021]
- The pandemic's impact on online shopping trends has prompted retailers like REI to break down barriers between physical shopping experiences and the digital space, integrating technology in their operations.
- The lines between sales, marketing, and digital commerce are increasingly blurring, with companies like REI emphasizing the need for cross-functional collaboration to stay competitive.
- The new Chief Commercial Officer role at retailers such as REI signifies a trend towards integrated, adaptable, and technology-driven commercial strategies in response to the evolving retail landscape.
- In line with the digital transformation, REI's CFO, Kelley Hall, will oversee supply chain matters and the retailer's initiative to link growth with a reduced carbon footprint, a move that aligns with the financial implications and sustainability in the business and finance sectors.
