Contact Overview
Name: Riley Reeder
Current Position: Vice President: E-commerce & IT
Company: Al's Sporting Goods
Primary Location: Salt Lake City, Utah, United States
Email: rreeder@als.com
Phone: +1 207-784-7591
LinkedIn: [Riley Reeder](http://www.linkedin.com/in/riley-reeder-41701a189)
Executive Summary
Riley Reeder is a seasoned e-commerce and IT executive with over a decade of progressive experience at Al's Sporting Goods. In his current role as Vice President: E-commerce & IT, Riley oversees digital strategy, technological innovation, and the online retail presence for one of the Mountain West’s leading outdoor retailers. His tenure at Al’s Sporting Goods is characterized by successive promotions from hands-on technical and managerial roles to executive leadership, reflecting both deep institutional knowledge and proven impact on the organization’s digital transformation.
Professional Experience
Al's Sporting Goods
- Vice President: E-commerce & IT (August 2023 – Present)
- Directs all online retail operations, e-commerce strategy, and technology systems.
- Oversees digital transformation projects, leveraging emerging technologies to enhance customer experience and operational efficiency.
- Leads a cross-functional team within marketing, creative, and technology, aligning IT initiatives with broader business goals.
- Actively involved in e-commerce platform redesigns and infrastructure scaling to support rapid online growth.
- Director of Information Technology (Feb 2019 – August 2023)
- Managed technology team responsible for all retail systems, back-end integration, data security, and omnichannel initiatives.
- Drove key improvements in system robustness and data availability.
- Established protocols to streamline IT support for a growing employee base.
- E-Commerce Technology Manager (Jan 2016 – Feb 2019)
- Led digital merchandising, system integration, and web platform optimization projects.
- Instrumental in building workflows and developing scalable digital experiences.
- Data Entry Specialist (June 2013 – Jan 2016)
- Initiated career at Al’s by supporting inventory and digital product data management.
Early Career:
Customer Service Specialist, Best Buy (June 2008 – June 2011)
Education
- Utah State University – Jon M. Huntsman School of Business
- Degree: Management Information Systems
- Attendance: 2013 – 2016
Skills and Professional Attributes
- Technical Leadership: Demonstrates proficiency in leading IT and e-commerce operations, bridging technical and business objectives.
- Project Management: Proven track record managing complex projects, including e-commerce redesigns and technology overhauls.
- Innovation Focus: Special interest in deploying emerging technologies and driving continuous improvement across digital platforms.
- Team Development: Recognized for a collaborative leadership style, emphasizing team strengths and cross-disciplinary synergy.
- Language Proficiency: Fluent in Spanish, supporting effective communication with diverse teams and stakeholders.
- Problem-Solving: Strong emphasis on preemptive troubleshooting, system optimization, and scalable solution delivery.
- Programming Languages: Noted adaptability across various programming environments, allowing effective communication with both development and executive teams.
Company Background: Al’s Sporting Goods
- Industry: Retail (Outdoor & Sporting Goods)
- Headquarters: Logan, Utah, United States; significant presence in Salt Lake City
- Founded: 1921
- Size: 501–1,000 employees
- Market Position: Family-owned, leading regional outdoor retailer in the Mountain West with a rapidly growing e-commerce division.
- Store Locations: Logan, UT (HQ); Orem, UT; Idaho Falls, ID
- E-commerce Platform: Launched in 2008; continually expanding functionality and vendor assortment
- Brand Portfolio: Over 1,200 brands, including Nike, Patagonia, Under Armour, and The North Face
- Business Focus: Multi-season, multi-sport approach catering to both physical and digital retail audiences
Organizational Chart (Key Peers)
- Nate Julian: VP of Marketing
- Lucas Patterson: VP of Procurement
Professional Interests
- Emerging Digital Commerce Technologies
- IT Leadership Development
- Innovation in Retail Operations
- Organizational Improvement Initiatives
Notable Recent Initiatives
- Oversaw a major e-commerce redesign project, emphasizing improved user experience and digital scalability.
- Led cloud migration and modernization efforts to support omnichannel growth and resilience.
Actionable Insights
Riley Reeder holds primary influence over digital vendor partnerships, platform decisions, and innovation initiatives for Al’s Sporting Goods. His background in both technology and business administration, coupled with firsthand experience across operational tiers, positions him as the key authority for solutions addressing e-commerce scaling, IT infrastructure, and omnichannel customer engagement. His leadership on recent high-profile projects underscores a proactive approach and openness to partnership opportunities that drive measurable business value.
Contact with Riley Reeder should prioritize outcomes related to digital transformation, efficiency, customer experience, and long-term scalability in retail technology.
