Vivienne Long leads REI’s national and local marketing, channel planning and execution, communications, and member loyalty and customer relationship programs. As the co-op’s Chief Marketing Officer, Vivienne drives a bold vision for the future of membership and the co-op’s marketing and brand efforts—connecting more people to the co-op and welcoming the next generation of members as REI works to build an engaged and inspired co-op community. Long leads a marketing team that develops strategic roadmaps for best-in-class marketing execution across REI’s evolving suite of offerings and services; she is building centers of excellence for each marketing discipline and driving innovation in the marketing mix and model. As a member of the Business Leadership Team, Vivienne works to ensure REI remains relevant with current members and resonates with the next generation of customers.

Prior to joining REI in 2019, Vivienne spent a decade at Starbucks where she held multiple leadership positions including Vice President of Digital Customer Experience, Vice President of Retail U.S. Beverage, and Vice President of Global Coffee Innovation. At Starbucks, Vivienne launched multiple new products and platforms in the U.S. and Asia that have helped fuel consistent double digit growth. Earlier in her career, she served as Marketing Director at Clorox and held multiple brand management roles at Procter & Gamble. In addition, Vivienne has experience in technology marketing and product management from her time with Microsoft.

Vivienne serves as an Adjunct Professor and Faculty Advisor the University of Washington’s Foster Business School teaching innovation and as a National Board Member of NatureBridge, an organization focused on science and environmental education. Vivienne earned an MBA from the Wharton School at the University of Pennsylvania and a Bachelor of Arts degree from Stanford University.