Overview

• Link enterprise strategy to strategic member‑facing moments and experience
• Manage engagement, retention and growth priorities in how membership is marketed 
• Synthesize membership and marketing insights into clear strategic marketing direction 
• Drive cross‑functional alignment and marketing execution

• Develop and own the integrated marketing strategy and plans for the REI Membership program. This includes marketing approaches for key member engagement moments, benefits and value storytelling, and test-and-learn initiatives
• Translate enterprise priorities and Membership program evolution into strategic, insights-led annual and quarterly marketing plans
• Shape clear member‑first narratives that articulate the value and relevance of REI membership.
• Evolve how REI communicates member value—meeting transactional benefits with emotional drivers of loyalty 
• Partner with campaign and marketing channel teams to ensure membership priorities are represented within membership and other marketing campaigns as well as always‑on channels 

• Serve as the primary marketing partner to Membership Program team and applicable collaborators 
• Act as the marketing organization’s authority on membership and membership marketing, educating, partnering with, and aligning contributors and managers across the organization 
• Supervise cross‑divisional planning with Marketing campaign and channel teams. This includes Lifecycle, Paid Media, Email, Social, Content, Creative, PR, Local Marketing, and Store Operations
• Influence strategy and execution through exceptional relationships, data‑backed insights, and clear recommendations  

• Partner with Membership program, Analytics and marketing channel teams to define success metrics
• Manage marketing performance analysis with channel inputs; own recaps, synthesizing results into clear insights and optimization recommendations
• Partner with channel teams to recommend and deploy test-and-learn approaches to improve effectiveness of membership messaging

• Act as a pioneer in marketing strategy and cross-functional partnership. Innovate for solutions to problems that may arise with little to no guidance
• Drive new or improved processes, templates, and ways of working that increase clarity, efficiency, and impact
• Models REI’s values and mission in all internal and external workstreams
• Extends expertise and best practices to other program managers and marketing teams

Responsibilities and Qualifications

• 7+ years’ experience in Marketing; experience in retail or other loyalty or membership marketing a plus.
• 5+ experience in developing marketing strategies and go-to-market plans in partnership with cross-divisional teams.
• Bachelor’s degree required, MBA preferred.
• Experience leveraging owned, earned, and paid marketing channels, including optimization in partnership with marketing channel owners.
• Experience working with content & creative teams including design and copywriting teams.
• Demonstrated comprehension of and application of consumer behavior and insights to daily work.
• Knowledge of member behavior a plus as part of a membership or subscription program
• Proven track record of innovative thinking, and sound judgment in the solution of issues or the pursuit of business opportunities.
• High level of influence and strategic insight for key program initiatives and strategies; proven track record as credible advisor to key collaborators and senior level management.
• Excellent communications skills & leadership presence; experience acting as a mentor to fellow colleagues and business partners.
• Self-driven with a sense of accountability, can-do attitude, composure and managing through ambiguity.
• Adept skill level with MS-Office Tools: Excel, PowerPoint, Word

Closing

At REI, we believe the outdoors is for all. We are committed to becoming a fully inclusive, anti-racist, multicultural organization. We know that there's strength in our diversity – that each employee brings unique skills, experiences, and perspectives. Every day you are driving change, fostering a culture of respect, and knowing you're backed by benefits that support your whole life. To work towards this commitment and fulfill our brand promise of inspiring and enabling a life outside for everyone, we seek employees who demonstrate different ways of working, create a sense of belonging, and actively listen and learn.  

Pay Transparency 

We are committed to practices that promote pay equity and transparency. As required by applicable Pay Transparency laws, REI provides a range of compensation for roles that may be hired in locations under these requirements. Factors that may be used to determine your actual salary may include a wide array of factors, including: your specific skills and experience, geographic location or other relevant factors.   

REI offers all regular employees a generous employee discount, access to health benefits, a retirement savings plan and accrued time off.  Click here for a detailed overview of benefits plans by employee profile.

Pay Range
$98,300.00 - $157,400.00 per year