10 REI regional operations leaders
Regional Director of Stores Texas Oklahoma, Division Vice President - Retail and Retail Director - Southwest are among the current titles held by these ten REI regional operations leaders. A reader can learn how regional operations leaders run their areas at REI from people who have held the role.
Professionals to explore
Cat Theriault
LinkedInExperience: Regional Director · REI
Cat Theriault has been Regional Director at REI since April 2024, based in Denver, and the profile headline lists change management and retail operations. Cat Theriault was also Area Manager (2016–2024), District Manager (2014–2016) and Flagship Store Manager (2009–2013) at H&M.
Katie Kniffen
LinkedInExperience: Regional Director of Stores Texas Oklahoma · REI
Katie Kniffen has been Regional Director of Stores Texas Oklahoma at REI since December 2025 and held the role on an interim basis from July 2025. At REI, Katie Kniffen was also General Manager (2024–2025) and Store Manager (2017–2024), and the profile cites experience in personnel management and support operations.
Katie Lafky
LinkedInExperience: Regional Director · REI
Katie Lafky has been Regional Director at REI since June 2024, and the profile headline reads Regional Director, Central California. At REI, Katie Lafky was also Store Manager (2019–2024), Retail Sales Manager (2015–2019) and Project Manager - New Business Development (2018–2019).
Kirk Peterson
LinkedInExperience: Division Vice President - Retail · REI
Kirk Peterson has been Division Vice President - Retail at REI since October 2025 and held Regional Director - NorCal at REI from January 2019 to October 2025, including an interim stint as DVP East Region (2021–2022). Kirk Peterson was also Retail Director (2015–2019) and Store Manager - Berkeley, CA (2014–2015) at REI.
Krista Kondravy, CPC
LinkedInExperience: Division Vice President, Stores · REI
Krista Kondravy has been Division Vice President, Stores at REI since November 2023, a role the profile describes as providing strategic leadership and operational guidance. Krista Kondravy was also Head of US Retail at buybuy BABY (2021–2023) and Regional Vice President at Starbucks (2013–2021).
Kristen Engels
LinkedInExperience: Retail Director - Southwest · REI
Kristen Engels has been Retail Director - Southwest at REI since September 2018, based in Berkeley, California. Kristen Engels held Store Manager roles at REI across three stints (2012–2013, 2013–2015 and 2015–2018) and was Assistant Store Manager at REI (2007–2012).
Les Hatton
LinkedInExperience: NE Retail Director · REI
Les Hatton is a former NE Retail Director at REI; the listing shows the role from August 2012 and a Retail Director role from July 2014, both with no end date, and the profile headline reads Retired REI. Les Hatton also held REI Store Manager roles in Manhattan, Santa Monica and Rancho Cucamonga.
Phil Smith
LinkedInExperience: Regional Director · REI
Phil Smith has been Regional Director at REI since September 2024, and the profile describes the role as Regional Director for the MidAtlantic Region. Phil Smith was also Regional Vice President at Belk (2023–2024), Regional Director - South at Bed Bath & Beyond (2022–2023) and Regional Vice President Southeast Midwest at Kohl's (2012–2020).
Shawn Holmes
LinkedInExperience: Regional Director - Coastal South (FL/SC) · REI
Shawn Holmes has been Regional Director - Coastal South (FL/SC) at REI since November 2025 and held the role on an interim basis from July 2025. The profile says the focus is employee engagement and leadership development; Shawn Holmes was also Employee Engagement Partner at REI (2024–2025) and Senior Regional Manager at LensCrafters (2023).
Squire Simpson
LinkedInExperience: Regional Director · REI
Squire Simpson has been Regional Director at REI since May 2022, and the profile headline reads Regional Director - Store Operations (WA/AK). Squire Simpson was also Market Director of Stores / District Manager (2014–2020) and Store Manager (2004–2014) at Lowe's Companies, Inc., and Operations Manager at The Home Depot (1994–2001).
Choose the right perspective
Match the person's region to your question, since a flagship metro market and a spread-out rural region bring different staffing and service problems. Weigh whether the person came up through REI stores or joined from another retailer, since each gives a different view of the role.
Questions to take into the conversation
- 01What did you focus on first when you took over your region?
- 02How do you decide which store needs your time in a given week?
- 03Which experience from managing a single store shapes how you lead a region today?
Reaching REI regional operations leaders
How can I contact one of these REI regional operations leaders?
Pick one of the 10 people on this page and choose "Book a paid call", or describe your project to find others. You offer a fee for a 15-minute call or a written answer, Instant Expert finds the person's work email and sends the invitation, and they decide whether to accept. The list covers 1 company: REI, based on profile data retrieved on October 23, 2026. Being listed here doesn't mean someone has agreed to take calls.
How much does it cost to reach REI regional operations leaders?
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Can an AI agent ask one of these REI regional operations leaders a question?
Yes. An agent with a USDC wallet on Base can ask one question without an Instant Expert account. It names the person, for example by the LinkedIn URL on this page, and pays per ask over x402 (HTTP 402). The person answers in writing or by voice note, and if nobody answers within 7 days, the payment goes back to the wallet automatically. Claude and ChatGPT can do the same through the Instant Expert connector: setup is at /docs/mcp for Claude and /docs/chatgpt for ChatGPT. x402 docs
About this directory
This is a professional research starting point based on business profile data retrieved on . Titles and companies reflect that source snapshot; roles marked former had ended by then. Check the linked profiles for current details. Inclusion does not imply Instant Expert membership or availability.
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