Ben Steele serves as the co-op’s first Chief Customer Officer, helping shape REI’s strategic direction and leading all aspects of the customer-facing business. His responsibilities include leading REI’s $1.5B+ digital business, merchandising and private brands organizations, marketing and brand creative efforts, customer insights and analytics, public and government affairs, customer service and support, store design and omni innovation, along with the co-op’s experience and adventure travel businesses.

These teams and their work are centered on engaging and growing REI's 20-million-strong membership, inspiring the co-op’s 15,000+ employees, and reifying the mission, to connect every person to the power of the outdoors and engage them in the fight to protect it.

Steele previously served as the co-op’s first Chief Creative Officer, leading initiatives including Force of Nature, the co-op’s commitment to fighting for gender equity in the outdoors, and the 2015 launch of #OptOutside, a ground-breaking initiative that saw REI close all of its retail stores on Black Friday so that every employee could enjoy a paid