Alex Thompson, VP, brand stewardship and impact, REI: Power List 2017

2017 rank: 34

Alex Thompson, VP, brand stewardship and impact, REI: Power List 2017

An Englishman with a passion for the great American outdoors, Alex is a driving force behind REI’s impressive brand evolution. From the celebrated #OptOutside to Force of Nature, a new effort to advance gender equality in the outdoors, REI’s marketing campaigns are making a difference — both to the business, which reported record revenue, and to society, as REI gives back 70% of its profits.

Alex drives all of this with both steely determination and good humor, unchanged since he began his career as an account executive at Edelman.

Always seeking to be challenged, whether on big-picture strategy or the details around word choice, Alex also remains humble. When #OptOutside swept the awards circuit, Alex shied from the spotlight, clear the campaign wasn’t about marketing, rather, it was just the right thing to do.

Perhaps most of all, Alex leads with generosity and empathy. Whether he’s arriving at an event at 5 a.m. with coffee for his colleagues or spending a Saturday helping a direct report consider her next career move, he listens with an intensity you wish everyone you worked with would, so it’s no wonder he has a loyal following of colleagues and peers.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in