Director, Membership Experience Strategy

Posted Date: Dec- 8-2021

Job ID: 22211

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

The Director, Membership Experience Enablement contributes to REI’s success by developing and leading vision, strategy, and execution of omnichannel initiatives that connect and enhance members’ experience of REI. This Director will develop a team that works cross-functionally with partner divisions including Retail, Digital, Customer Service, Customer Platforms, IT, CX Design, and Marketing. Provides thought leadership on membership and experience best-practices, leveraging customer insights, data and understanding of REI’s unique market position to inform decision making and vision setting for the optimal member journey throughout the entire REI ecosystem. 

Builds strong internal partnerships and excels at facilitating multi-disciplinary teams through collaborative processes. Understands digital products, experience design, martech / customer technology, customer data, and how to bring these elements together to deliver seamless, personalized member experiences. Works in close collaboration with other Membership team functions and the extended senior leadership team in support of the holistic REI Co-op Membership strategy. 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.
  • Establishes and maintains visibility within the department.
  • Monitors operational statistics, reports trends, variances and issues, and takes appropriate action.
  • Lead the development and execution of the “connected membership” vision, strategy and roadmap for improving members’ experience of the REI Co-op ecosystem.
  • Tie Member Experience priorities to the REI enterprise strategy, key member and business outcomes, and supporting evidence, insights, and market trends.
  • Partner with membership and go-to-market teams to connect Member Experience work to the enterprise marketing engine to increase new member conversion and existing member engagement, retention, and loyalty.
  • Define Member Experience measurement KPIs, tracking, and optimization mechanics in partnership with cross-functional teams to inform continuous learning and improvement.
  • Tie Member Experience initiatives to the enterprise capability roadmap to inform priorities and integrated delivery in partnership with Customer Platforms, IT, Digital, Retail Ops, and other key divisional teams.
  • Champion membership as a business model and member needs, desires and motivations as central force in how we make decisions and operate.
  • Partner with CX function to bring together a more seamless omnichannel way of working in service of improving the member experience; help identify new processes, tools, methods, and mental models that promote progress.
  • Stay apprised of the current state-of-the-art customer-centric practices, integrating recent advances in the field into existing processes and reports.
  • Oversee “connected membership” model innovation including customer research/testing, prototyping/piloting, and financial cost/load within the co-op overall growth model plan.
  • Manage prioritization and trade-offs among a portfolio of Membership Experience related initiatives, projects, and deliverables.
  • Work to develop strategy for experience launches including working with public relations team, executives, and other product team members.
  • Proactively identify and resolve strategic issues that may impair the team’s ability to meet strategic, financial, and technical goals.

Bring your passion and expertise

  • 10+ years work experience within the digital, content, retail / consumer, or management consulting fields, including demonstrated success leading teams.
  • Integrated understanding of the membership space, behavioral economics, consumer psychology, CX design
  • Balanced analytical and creative mindset with ability to synthesize complex information, connect ideas with data, and present in digestible, easy to understand format; relies on deep analytical insights to inform recommendations and decisions.
  • Demonstrated experience working in digital product environments using agile practices; familiarity with customer platform technologies / martech
  • Demonstrated understanding of human-centered design principles, CX strategy, and UX design and research
  • Demonstrated experience initiating and building high performing cross-functional teams
  • Ability to lead adaptively through complex and ambiguous problems and situations
  • Effective interpersonal and communication skills and the ability to build trusted relationships with all levels within and outside of the organization
  • Strong presentation skills with the ability to present to and influence diverse audiences on strategic initiatives using storytelling and vision setting
  • Proven ability to work in a fast-paced, changing environment, and effectively manage and meet multiple, simultaneous deadlines with minimum assistance.
  • Challenges the status quo, champions and manages change
  • Establishes trust and inspires others.
  • Creates a strong, mutually supportive work spirit and culture where people can do their best.
  • Champions the organization and advocates strategic thinking and problem solving in the overall Company's best interest.
  • Uses business knowledge, innovative thinking, and sound judgment in the solution of problems or the pursuit of business opportunities.
  • Synthesizes insights from a variety of sources including feedback from others to reach sound business cases and decisions.
  • Highly proficient in Microsoft Excel and Powerpoint
  • BS or BA, preferably in a related field (business, economics, etc.); masters preferred
  • Background or interest in consumer/retail/outdoor/active lifestyle sector


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

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

ARTICLE 23-A, Section 753

§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.