Michelle Cutter

Michelle Cutter

Michelle Cutter leads REI’s eCommerce division, which includes Product Management, Digital Merchandising, UX/Site Operations and Mobile App teams. She is responsible for defining the eCommerce strategy and roadmap to achieve digital demand targets while delivering on REI’s brand promise and customer experience. Cutter also currently serves on the customer advisory board of Narvar, a post purchase platform for ecommerce, as well as a mentor for Camber Outdoors’ Ann Krcik Professional Mentoring Program.

Prior to joining the co-op, she led the digital divisions at prominent brands Theory, Tory Burch, and Tumi, where she was responsible for the global digital strategic vision and execution of the eCommerce, Product Management, Digital Marketing, Digital Operations and Customer Data strategies. Cutter founded her own digital consultancy in 2016, Dogged Digital, to help businesses incorporate digital into their growth plans. In 2021 she was named a VTEX Top 40 Women in eCommerce, and in 2018, 2019, and 2020 she was named a Remodista Woman to Watch in Business Disruption.

Cutter earned her MBA at NYU’s Stern School of Business in Marketing and Management and her undergraduate degree at the University of Pennsylvania. She lives in Kirkland, WA with her husband, two children and dog, where they enjoy skiing at Crystal and Stevens Pass, hiking local trails, and exploring the San Juan Islands.