Albers School of Business and Economics


Michelle Eten

Digital Retail Leader, Formerly Divisional Vice President, Digital Retail Sales, Experience and Merchandising

LinkedIn Profile

Company Description

REI is an outdoor sporting goods consumer co-op with over 140 stores across the United States, Website, and Direct Sales channels producing annual revenues of $2.5 Billion. REI's mission is to inspire, educate and outfit for a lifetime of outdoor adventure and stewardship.

Job Description

In my last position with REI I was responsible for driving revenue growth through REI's digital channels including desktop, tablets and smart phones. Led teams focused on the digital customer experience, site marketing, merchandising and analytics. Worked 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 1999-2015: 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.

When and where do you hold meetings with your students?

Meetings can be held on campus, at the student's employer or at a local coffee shop. Hours can be flexible based on the student's schedule.