Director, Growth Marketing Channels

Posted Date: Dec- 9-2021

Job ID: 22328

Job Type: Full Time

Job Function: Marketing

City: Seattle

State: Washington

Store: Seattle HQ

Remote Eligible: Yes



Please visit the Covid-19 Hiring Updates before applying


What's cool about this job

REI is committed to becoming a fully inclusive, antiracist, multicultural organization. To fulfill our brand promise of enabling a life well-lived outside for everyone, we are seeking candidates who demonstrate shared values of diversity, equity, inclusion, and antiracism. 

This position will lead REI’s performance marketing, direct marketing, and lifecycle marketing groups, which play a critical role in driving the co-op’s growth in acquisition, retention, traffic, and revenue. This role will lead and mentor a high-functioning team of marketing experts, building a powerful modern marketing engine to connect members and prospects to our brand, membership, impact, and offerings. Working to consistently deliver the right message at the right moment to every customer.

The position reports to the Divisional Vice President of Marketing Channels & Planning.


Your Planning & Navigating Requirements
  • Lead strategy, partnership, and innovation to optimize always-on engine to pull prospects and members through the funnel to connect them with relevant products and offerings.
  • Develops annual direct marketing and CRM/personalization strategies that drive traffic to retain customers, increase brand loyalty, and grow active members and sales.
  • Leads strategy development and program management for direct marketing programs (direct mail, email, SMS) and CRM/personalization to retain customers, increase brand loyalty, and grow active members and sales.
  • Leads the strategy development for performance marketing including paid search, PLA, data feed marketing, affiliates, transactional social, and emerging advertising programs.
  • Leads approach to attribution and testing, in partnership with analytics group to increase understanding and optimization our largest marketing investments at REI. Drives efficiencies by improving program performance while reducing REI’s financial investment. 
  • Leads the thought leadership, discovery and testing of innovative high ROI growth opportunities through vendor partnerships.
  • Provides functional expertise to divisional and senior leadership that further informs organizational strategies. 
  • Partners with cross-divisional leaders in to design and execute integrated advertising campaigns that differentiate REI and engage consumers that drives acquisition, retention, traffic and sales performance
  • Manage and evolve relationships with REI’s marketing vendors and partners such as Google, Facebook, Oracle, Avantlink, and Channel Advisor.  
  • Lead the management of marketing program budgets.  Oversee allocation of budget to marketing programs, tools, consulting, and other areas.  
  • Develop and maintain marketing infrastructure that supports the evolution of program and business needs.  
  • Lead and manage daily measurement, optimization and implementation of marketing programs to achieve successful and flawless execution.
  • Communicate program results, making strategic adjustments to budget allocation and program strategies based on results and in accordance with REI's sales plans.
  • Facilitate empowerment and growth of direct reports.  Own performance management & progress reviews.  Own coaching, development and regular feedback.

Bring your passion and expertise

  • 10+ years of experience in performance marketing and direct marketing, developing a best-in-class marketing program.
  • 5+ years direct supervisory experience required.
  • BA in Business, Marketing or related field preferred.
  • Proven success in managing loyalty programs and CRM strategies, growing engaged customer databases, and improving lifetime value.
  • Functional understanding of paid social, paid search, affiliates, channels, and how they work together at different stages of the funnel.
  • Proven ability in leading a team while engaging with high-level leadership and “manage up”.
  • Experience developing marketing plans and strategies in collaboration with partner teams.
  • Experience managing external vendors, partners, and relationships connecting to marketing programs.
  • Experience in process management and working with technical teams on toolset/feature development.
  • Experience working with content & creative teams including design, web production, and copywriting teams.
  • 5+ years marketing analysis experience.  A solid understanding of metrics, online media test methodology, and optimization strategies.
  • Experience managing a large budget (>$10M) across multiple media and vendor outlets.  Comfort in making decisions within this budget and impact context.
  • Proven track record developing program plans that meet/exceed goals and managing program budgets.
  • Ability to assess important market requirements and opportunities and identify competitive opportunities.
  • 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.
  • Builds rapport with all kinds of people inside and outside the organization.
  • Challenges the status quo, champions change and influences others to change.
  • Builds capacity of individuals and teams through effective employee development, involvement, communication, and supervision efforts.
  • Acts upon opportunities and involves and influences others in the accomplishment of worthwhile organizational goals.
  • Establishes trust and inspire others.
  • Makes effective organization and people decisions in a manner consistent with REI's values and ethics.
  • Delivers on commitments and hold others to same.


REI is committed to becoming a fully inclusive, antiracist, multicultural organization. To fulfill our brand promise of enabling a life well-lived outside for everyone, we are seeking candidates who demonstrate shared values of diversity, equity, inclusion, and antiracism. 



#LI-BS1

As required by the Colorado Equal Pay Transparency Act, REI provides a range of minimum compensation for roles that may be hired in Colorado. 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. The salary range for this position may be lower or higher in different markets.

$107,500 to $225,000 per year

To review benefits information, including medical, retirement, and time off visit http://foryourbenefit-rei.com.

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.