REI hires Michelle Cutter for newly-created VP role
Ms Cutter has more than 25 years of experience working in the digital and e-commerce space, most recently as senior vice president of digital and e-commerce at accessories and retail company Theory. Before that, she worked with brands including Tory Burch, Tumi, Coach, Kate Spade, Reebok and Saks Fifth Avenue.
“Michelle has a product mindset and deep grounding in design thinking,” says Curtis Kopf, REI’s chief digital officer. “Her customer-centricity, business acumen, collaborative approach, and knowledge of e-commerce makes her a perfect fit for REI.”
Ms Cutter said she is especially interested in the company’s plans to grow REI’s digital business and improve customer experience through all channels.