THE ASSERTIVE & COURAGEOUS LEADER

Michelle Cuttler, is the VP of e-commerce, gear, and apparel at REI specialty outdoor retailer with presence in 174 locations in 41 states and the District of Columbia.

Michelle has been driving REI’s digital business and invest in continuously improving the customer’s experience through all of its channels. She works across departments to grow revenue, solve customer problems, and support the REI brand.

An accomplished leader. Michelle is a unique blend of CMO and CDO within specialty retail. Michelle has a product mindset and deep grounding in design thinking. Her customer-centricity, business acumen, collaborative approach, and knowledge of e-commerce makes her a perfect leader for REI’s digital business.

Michelle brings more than 28 years of experience working with leading brands in the digital and e-commerce space. A strategic and collaborative problem-solver, team builder, and aspiring design thinker, Michelle has demonstrated ability to thrive within varied corporate life stages and geographies - start-up to large international.

Prior to REI, she was senior vice president of digital and e-commerce at Theory, where her efforts to put customers at the center of the brand helped grow the company’s digital business significantly year over year. Prior to Theory, she worked at a number of other name brand retailers, including Tory Burch, Tumi, Coach, Kate Spade, Reebok, and Saks Fifth Avenue.

In her spare time, Cutter enjoys skiing, hiking, and biking with her family.

Michelle Cutter is the VP of e-commerce, gear, and apparel at REI specialty outdoor retailer with presence in 174 locations in 41 states and the District of Columbia.

Michelle has been driving REI’s digital business and invest in continuously improving the customer’s experience through all of its channels. She works across departments to grow revenue, solve customer problems, and support the REI brand.

An accomplished leader. Michelle is a unique blend of CMO and CDO within specialty retail. Michelle has a product mindset and deep grounding in design thinking. Her customer-centricity, business acumen, collaborative approach, and knowledge of e-commerce makes her a perfect leader for REI’s digital business.

Michelle brings more than 28 years of experience working with leading brands in the digital and e-commerce space. A strategic and collaborative problem-solver, team builder, and aspiring design thinker, Michelle has demonstrated ability to thrive within varied corporate life stages and geographies - start-up to large international.

Prior to REI, she was senior vice president of digital and e-commerce at Theory, where her efforts to put customers at the center of the brand helped grow the company’s digital business significantly year over year. Prior to Theory, she worked at a number of other name brand retailers, including Tory Burch, Tumi, Coach, Kate Spade, Reebok, and Saks Fifth Avenue.

In her spare time, Cutter enjoys skiing, hiking, and biking with her family.

Michelle Cutter

VP of E-Commerce, Gear & Apparel, REI