The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Angela Owen previously worked as the retailer’s senior vice president of merchandising.
Outdoor gear and apparel retailer Recreational Equipment Inc. is moving senior vice president of merchandising Angela Owen into a new role as senior vice president of marketing.
The retailer also named Lee Fromson senior vice president of merchandising. He previously was vice president of REI’s private-label division, REI Private Brands.
Owen, who has worked at REI since 1990, will oversee the retailer’s advertising, social and emerging media, online and direct marketing and customer insights efforts. She replaces Tom Vogl, who left REI to join technology-focused real estate brokerage Redfin as its chief marketing officer.
Fromson will oversee the retailer’s merchandising strategy, financial planning efforts, inventory management strategies and vendor partnership development.
"With more than 50 combined years with the outdoor industry, Angela and Lee have a wealth of experience in driving innovation and leading essential company business units," says Brian Unmacht, executive vice president of REI, No. 62 in the Internet Retailer Top 500 Guide. "They have well-deserved reputations for developing high-performing teams and are highly regarded for their strategic leadership."