REI Co-op focuses on discovering, building, and celebrating better work methods. This helps people find and pursue a love of the outdoors. Working for the co-op means doing your best work with support to live your best life. You also help shape the future of the outdoors for people and the planet.
This job contributes to REI’s success by leading a team responsible for marketing strategy and campaigns. You and your team will be at the forefront of leading cross-divisional and marketing partners to drive the business and the brand forward by designing marketing strategies and integrated campaigns that amplify across customer touchpoints. A champion of the REI brand and the co-op’s strongest points of differentiation, this role and their team is central to engaging with customers to drive prioritized customer behavior. Leading with a spirit of innovation, this role takes into consideration customer and business insights, the competitive landscape, and culture to define strategies and deliver business outcomes.
Leading the Way
- The person in this role will model and act in accordance with REI’s guiding values and mission
- Identifies and communicates key responsibilities and practices. This ensures the organization promotes a successful attitude, confidence in leadership, and teamwork to achieve business results.
- Supports the implementation of company programs, procedures, methods and practices to promote REI key messages.
- Challenges and inspires employees to achieve business results.
- Ensures employees adhere to legal and operational compliance requirements.
- Oversees training and development of employees directly and indirectly managed and makes effective staffing selections
- Conducts and ensures the completion of performance reviews.
- Provides coaching, direction, and leadership support to employees in order to achieve department, company, and customer results.
- Establishes and maintains influence within the department
- Manages and develops team of eight; including four Senior Program Managers, three Program Managers, and a Program Specialist.
Your Planning & Navigating Requirements
- Oversees the development of marketing and campaign strategies. These strategies deliver business and customer outcomes. This includes annual strategies, briefs, communication strategies, and go-to-market plans.
- Manages marketing’s adoption and team’s delivery of category and membership annual marketing plans
- Partners with Customer, Marketing, Merchandising, and Omni partners to identify actionable insights to inform marketing and campaign strategies
- Partners with Marketing Planning, Creative and Brand Strategy, Marketing Channels, and Omni Teams. Delivers strategic, integrated marketing campaigns that drive outcomes.
- Develops recommendations for in-year marketing campaign calendar pivots based on business, customer, and cultural opportunities
- Stays informed about business performance, campaign results, customer insights, and external trends to influence current and future campaigns.
- Champions go-to-market process and workflow, proactively manages team’s deliverables, and influences campaign process optimization
- Supports the Annual Marketing Plan development. Delivers high-level business and marketing strategies with the Director of Marketing Strategy and Campaign Management.
- Supports Annual product marketing strategy within campaigns and guides team against expectations aligned with Merchandising Leadership Team.
Required Qualifications
- 8+ years of progressively responsible marketing leadership, including management of direct reports
- Professional knowledge of marketing competencies including marketing strategies, campaign strategies, briefs, communication strategies, and go-to-market development.
- Experience developing and leading teams accountable for full-funnel marketing campaigns
- Previous brief writing accountability and leading teams to deliver clear, informed briefs
- Innovative and strategic thinking related to go-to-market campaign amplification across paid, earned, and owned channels.
- Ability to clearly articulate a compelling vision and strategy.
- Exceptional data-driven skills with experience building campaigns using business and customer insights
- Proven ability to leverage customer, cultural, and competitor insights to inform campaign positioning and strategic recommendations
- Builds capacity of individuals and teams through effective employee development, involvement, communication, and management.
Preferred Qualifications
- Bachelor’s degree in business, marketing or related field.
- Experience in a multi-channel retail company with revenue of $2B+
- Understanding of the REI brand and the outdoor specialty retail business.
