Director, Brand Strategy

Posted Date: Mar- 9-2021

Job ID: 19427

Job Type: Full Time

Job Function: Marketing

City: Seattle

State: Washington

Store: Seattle HQ

Remote Eligible: No



Please visit the Covid-19 Hiring Updates before applying


What's cool about this job

This role contributes to REI’s success by leading the enterprise wide function of Brand Strategy. This role will lead a high performing brand strategy team accountable for developing strategies related to enterprise brand.  This includes ensuring product, marketing and communication initiatives reflect the brand strategy from inception to execution across all customer touchpoints and across the full product and services portfolio. This role will lead best practices of brand, marketing, and communications strategies across the organization, collaborating with leaders to shape strategies into action using array of tools and methodologies, quantitative and qualitative research; and by being a strong influencer amongst working teams and leadership. 

The ideal candidate has a strong background in brand, positioning, consumer insights, and marketing communications strategy development and business acumen of multi-channel retail or related agency experience. From inception to final execution, this role will lead the charge in how the Co-op expresses its brand and communications creatively, and at the highest levels—both internally and externally. This role will be an advocate and leader in developing tools and educating others as we move forward on our journey to be a brand driven organization. Models and acts in accordance with REI’s guiding values and mission.

  • Identifies and communicates key responsibilities and practices to ensure 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 decisions.
  • 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.
  • Leads and drives a strategic focus across diverse functions
  • Industry leader in understanding the landscape of the brand strategy discipline at multiple dimensions. Attuned to trends in the industry, assesses variances and issues, effectively convey impacts and recommend solutions.
  • Leads integrated, multi-channel marketing communications plans and strategies working with key partners across the Marketing, Retail and Digital
  • Leads and drives the strategy and stories/storytelling (including brand narrative, brand framework, value propositions, personality and naming) across the Co-op.
  • Leads focus on developing brand strategies by assessing insights, business priorities and goals. 
  • Translates high level visions into an actionable strategic platform; creating a best in class strategic focus.
  • Possesses a deep understanding of research methods, both qualitative and quantitative to extract and synthesize insights and apply to initiatives. 
  • Partners with Customer Insights teams on primary research efforts.
  • Leads and develops presentations, communications to serve as the base and foundation of implementing brand execution and expression at the enterprise-level. 
  • Collaborates closely with creative teams to bring strategic insights to life in powerful and emotional creative expressions. 
  • Provides thought leadership and defines best practices which contributes to overall Co-op success.
  • Partners closely with internal marketing and creative teams as well as cross-divisional business partners to bring positioning to life in powerful and emotional creative expressions. 
  • Provides thought leadership and defines best practices which contributes to overall Co-op success.
  • Evangelizes both creative strategy process and specific insights across the organization. 
  • Presents findings and actively manages cross-divisional alignment process.
  • Develops presentation models to drive alignment for creative expressions across and throughout the co-op.  
  • Facilitates strategic work sessions with consumers, employees and senior leadership. 

Bring your passion and expertise

  • 9+ years leading brand and marcom strategy function enterprise-wide team(s) or multi-channel retail or agency experience
  • 5+ years leading multi-disciplined strategy team including brand & marcom strategists
  • 3+ years of progressive leadership of 4+ person team
  • Demonstrated success as an effective strategic leader 
  • Partners with Customer Insights teams on primary research efforts.
  • Fluency in multiple methods of qualitative and quantitative research; interpreting and synthesizing analysis for application across functions.
  • Strong presentation, negotiation, influencing and persuasion skills at all levels 
  • Strategic leader who can translate complex issues into simple principles to drive engagement and growth.
  • Demonstrated leadership skills working across a complex set of stakeholders and looks for ways to influence cross-functionally.
  • Demonstrable excellence in both written and verbal communication. 
  • Deep understanding of user-centered design thinking.
  • Passion for great creative work and complex problem solving.  
  • Degree preferred in related discipline: business, communications, marketing, advertising, sociology or related field. 
  • Demonstrable cross-functional collaboration skills and interdisciplinary understanding.
  • Strong skills in presentation development 
  • Actively participates and collaborates with others on one's own team and across REI for the achievement of business goals.
  • Flexible in one's viewpoints and positions in order to support the direction taken by others at REI.
  • Uses business knowledge, innovative thinking, and sound judgment in the solution of problems or the pursuit of business opportunities.
  • Consolidates information from various sources including feedback from others to reach sound decisions.
  • Considers the ultimate impact of decisions and actions on internal and external customers.
  • Works smart by setting effective work goals, establishing priorities, and planning well in order to produce quality work.
  • Executes effectively by using resources efficiently, meeting deadlines, and keeping others informed of work plans and progress toward goals.
  • Clearly conveys and accurately receives information by a variety of methods and in various situations.
  • Builds rapport with all kinds of people inside and outside the organization.
  • Acts upon opportunities and involves and influences others in the accomplishment of worthwhile organizational goals.
  • Challenges the status quo, champions change and influences others to change.


At REI we offer an enviable work environment that Fortune Magazine has recognized on the "100 Best Places to Work" list since the award's inception – 23 years in a row! Sure, we work hard, but it’s balanced with time off to play—a strategy that works for us as we continue to grow and thrive. Want to enjoy a workplace where you can be yourself, be heard and be respected while having a job that challenges you? This is the place.

With more than 160 retail locations (and growing), REI offers unique competitive benefits to its more than 15,000 employees, including healthcare, gear and apparel discounts, free equipment rentals and challenge grants to help employees reach personal outdoor goals, generous retirement plan contributions, public transit subsidy, adoptions assistance, paid sabbaticals, and more.

REI is an Equal Opportunity Employer

NEW YORK CORRECTION LAW
ARTICLE 23-A, Section 753
LICENSURE AND EMPLOYMENT OF PERSONS PREVIOUSLY CONVICTED OF ONE OR MORE CRIMINAL OFFENSES

§753. Factors to be considered concerning a previous criminal conviction; presumption.

1. In making a determination pursuant to section seven hundred fifty-two of this chapter, the public agency or private employer shall consider the following factors:

(a) The public policy of this state, as expressed in this act, to encourage the licensure and employment of persons previously convicted of one or more criminal offenses.

(b) The specific duties and responsibilities necessarily related to the license or employment sought or held by the person.

(c) The bearing, if any, the criminal offense or offenses for which the person was previously convicted will have on his fitness or ability to perform one or more such duties or responsibilities.

(d) The time which has elapsed since the occurrence of the criminal offense or offenses.

(e) The age of the person at the time of occurrence of the criminal offense or offenses.

(f) The seriousness of the offense or offenses.

(g) Any information produced by the person, or produced on his behalf, in regard to his rehabilitation and good conduct.

(h) The legitimate interest of the public agency or private employer in protecting property, and the safety and welfare of specific individuals or the general public.

2. In making a determination pursuant to section seven hundred fifty-two of this chapter, the public agency or private employer shall also give consideration to a certificate of relief from disabilities or a certificate of good conduct issued to the applicant, which certificate shall create a presumption of rehabilitation in regard to the offense or offenses specified therein.