Responsibilities

• - Lead, coach, and develop a high-performing team responsible for brand communications, product and expertise storytelling, editorial content, and earned media engagement. Create an environment where people can do their best work and grow their capabilities and impact.
• - Establish a clear vision, priorities, and operating rhythm for the team. Align the team’s work with enterprise goals and meaningful business outcomes.
• - Bring a clear strategic perspective and effective storytelling instincts. Help the team identify the stories that matter most and turn complex information into compelling, audience-centered narratives.
• - Build trust and collaborate with leaders across Marketing, Merchandising, Membership, Co-op Brands, and Corporate Communications.
• - Foster curiosity, creativity, accountability, and continuous learning. Help the team stay connected to changes in media, culture, consumer behavior, and the outdoor industry.
• - Inspire storytelling that advances the co-op’s mission and strengthens relationships with members and customers.
• - Develop and evolve REI’s integrated consumer narrative, connecting marketing campaigns, product innovation, member stories, partnerships, and purpose-driven impact.
• - Lead communications strategies that strengthen brand connection, deepen member relationships, and reinforce REI’s position as a trusted voice in the outdoor industry.
• - Maintain a proactive storytelling agenda that delivers relevant, business-aligned narratives across earned, owned, shared, and emerging channels.
• - Connect brand, product, marketing, member, and editorial storytelling so audiences experience one clear REI story.

Requirements

• - 7+ years of experience in brand or consumer communications, including at least three years supervising other professionals.
• - Experience securing national media coverage and building productive relationships with national journalists. Agency or in-house experience with a consumer or retail brand is preferred.
• - Strong storytelling and business skills, with experience connecting communications programs to audience engagement and business outcomes.
• - Experience communicating products, services, or technical expertise to consumer audiences.
• - Demonstrated judgment in decision-making and working relationships, with emotional intelligence in interactions, negotiations, and communications.
• - Ability to manage deadlines, changing conditions, and multiple priorities.
• - Experience developing and managing budgets and allocating resources.
• - Experience advising and influencing senior executives.
• - Effective analytical, problem-solving, and negotiation skills.
• - Expertise in traditional and emerging media and communications, including practical experience with new media and digital communications.

Preferred

• - Experience in the outdoor industry or a related consumer category, such as gear, apparel, footwear, specialty retail, or active lifestyles.