Lara Pierre

Lara Pierre is a seasoned professional with extensive experience in product management and digital transformation across multiple industries. Currently serving as the Director of Membership, Cobrand Card, and Omnichannel CX at REI since April 2022, Lara focuses on enhancing the member experience across digital and retail platforms. Prior to REI, Lara led eCommerce Product Management and Design at The Guitar Center Company, where the emphasis was on omni-channel digital transformation. Lara's previous roles at Marriott International included the strategic development of Marriott Bonvoy Tours & Activities and innovations in loyalty product strategies, significantly contributing to revenue growth. An earlier career in mobile product management included leadership positions at Plan.net solutions and 12snap, where Lara drove significant user engagement and product innovations, notably with Nokia. Lara holds a Bachelor of Business Administration in Marketing from William & Mary and further education from Ludwig-Maximilians-Universität München.