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Curtis Kopf

Transformational Chief Digital Officer


Curtis Kopf is a customer-obsessed executive with more than two decades experience leading digital transformation in travel, health care and retail. He has built industry-leading customer experiences and high growth digital businesses at, Microsoft, Alaska Airlines and REI.

As REI’s first Chief Digital Officer, Curtis leads a 1,500-person team that runs a $1.5B ecommerce business, omni-channel capabilities, a multi-channel customer service organization, an industry leading outdoor experiences and travel business. Under his leadership, REI’s ecommerce business has achieved record results two years in a row. REI was recently named a Digital Genius by Gartner, along with Nike and Adidas.

REI’s Experiences business enables customers to experience the joy of being outdoors, be it a class on riding a bike, a day hike or a multi-day adventure abroad. Curtis also is executive sponsor of REI’s military Employee Resource Group.

While at Alaska Airlines, Kopf led a rapidly growing $3B ecommerce business, while building the highest ranked mobile apps in the airline industry and pioneering such technology innovations as online bag-tags and the use of biometrics.  In June 2015, Future Travel Experience named Curtis one of 25 global innovation leaders in the airline industry.

Curtis served as Amazon’s first General Manager in the UK and led ecommerce businesses in 11 countries for Microsoft. His innovative digital and CX work has been cited in two case studies by author Patty Seybold and in CX pioneer Jeanne Bliss’s book, Chief Customer Officer 2.0.

Curtis served for six years as a member of the Big Brothers Big Sisters of Puget Sound Board, including two years as board chair. He has an undergraduate degree in English from Brown University and a master’s degree in writing from Johns Hopkins. He lives in Seattle with his wife Abbe.