Winbigler was the chief operations officer at National Geographic and before that spent 25 years at GE in various finance roles.

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REI hired former National Geographic Society executive Tracie Winbigler as its new chief financial officer.

Winbigler was the chief operations officer at the non-profit, which in September agreed to hand over a majority stake in its media assets, including the famous magazine, to 21st Century Fox, the entertainment and media conglomerate run by Rupert Murdoch’s family.

Her arrival means that Eric Artz, who until now ran the company’s financials, will devote himself to his role as chief operating officer, overseeing wider corporate strategy aspects, the co-op said in a statement.

Winbigler was at National Geographic since 2012, and previously spent 25 years at General Electric in various roles related to finance.

She is a graduate of Ohio Wesleyan University, according to National Geographic’s website.