REI appoints Vice President, Financial Planning and Analysis

REI Co-op announced the addition of Patrick Fell as Vice President, Financial Planning and Analysis. Fell joins the cooperative on November 7.

“Patrick comes to REI during a period of growth and transformation across the cooperative through retail expansion, e-commerce growth and product innovation. Patrick’s extensive experience in corporate financial planning and proven track record of working cross-functionally to achieve the best results for the business make him an excellent candidate for this role,” said Kelley Hall, executive vice president and chief financial officer of REI Co-op. .

Fell will provide strategic leadership in financial thinking across the co-op, including helping to increase the efficiency and effectiveness of annual planning and forecasting processes. Fell will partner with leaders from across the organization to drive business and membership goals in support of the cooperative’s long-term strategic plan.

“As a REI member for over a decade, some of the most impactful experiences of my life have been the result of engaging with the power of the wild and natural world,” says Fell. “I am thrilled to join a company and a team that is striving to get more people out today while protecting this resource for generations to come.”

Fell was most recently vice president of finance at StockX, an e-commerce marketplace for buying and selling sneakers, streetwear, electronics, collectibles and more. Prior to StockX, Fell held senior financial positions at eBay and General Electric.

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