Albers School of Business and Economics


Michelle Eten

Divisional Vice President, Digital Retail Sales, Experience and Merchandising

LinkedIn Profile

Company Description

REI is an outdoor sporting goods consumer co-op with over 130 stores across the United States, Website, and Direct Sales channels producing annual revenues of $2.0 Billion. Our mission is to inspire, educate and outfit for a lifetime of outdoor adventure and stewardship.

Job Description

Responsible for driving revenue growth through REI's digital channels including desktop, tablets and smartphones. Lead teams focused on the digital customer experience, site marketing, merchandising and analytics. Work across the company to build broad understanding and support of emerging digital consumer trends in the market place and the impact consumer adoption will have on the company.

Employment History

REI 1999-current: eCommerce, Marketing, Merchandising
Eddie Bauer 1992-1999: Product Development and Merchandise Planning
The Bon Marche 1987-1992: Merchandise Buying and Planning


B.A. Fashion Marketing, Western Washington University
MBA, Seattle University

Mentoring Objectives & Scope

The students determine the topics that will be covered related to the retail industry. Historically we have discussed marketing campaign development, product development, eCommerce business processes, leadership, people development and career management. We often meet with other REI leaders who have experience in the specific areas of interest.

When and where do you hold meetings with your students?

At REI Headquarters in Kent during business hours.