Divisional Vice President, Brand Creative & Design

Posted Date: Oct-28-2021

Job ID: 20998

Job Type: Full Time

Job Function: Executive Leadership

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

The Divisional Vice President, Brand Creative and Design contributes to the co-op’s success by overseeing REI’s brand systems, teams and expressions and leading the creative vision and execution across all member touchpoints.


The DVP, Brand Creative and Design elevates storytelling and brand expression, leads the development of a strong internal creative team and culture, and oversees the process and development of creative work from brief to final execution that has the potential to shape culture, create conversations and drive the business. Develops compelling, strategically differentiated, brand appropriate creative across all media and business channels.  Accountable for developing marketing, brand, digital and Co-op Brands that support the company priorities and differentiate the REI brands in the marketplace. 


Reporting to the VP, Customer and Brand Shared Services, the DVP directly manages a team of cross-functional creative directors and works collaboratively with leaders across the business to ensure effective creative ideation and brand expression. The DVP represents the Brand Lab, Digital Creative and Co-op Brands Creative and its business requirements with internal and cross-divisional partners. This role is a key contributor to the manifestation of the brand across all physical/retail executions. In addition, the DVP plays an important role in fostering the overall creative community at the co-op.


At REI Co-op, we believe time outside is fundamental to a life well lived and exist to inspire and enable a life outside for everyone.  To deliver on that promise, we are working with our 15,000 employees, 20M members and the broader outdoor community toward a reality where everyone has the opportunity to be themselves, to access opportunities and find their place in the outdoors. For us, that means: 


  • Investing in work that removes the barriers people and communities face to getting outside
  • Delivering relevant products, experiences, and expertise to equip and inspire a new generation of outdoor stewards
  • Cultivating a workforce that reflects the demographics of the markets we serve
  • Leading the industry’s efforts to welcome people and communities historically underrepresented into outdoor media and culture

Bring your passion and expertise

Essential Leadership Behaviors


  • Ultimately accountable for the strategy and integrity of enterprise and brand creative expression and deliverables
  • Contributes to the development of the 1-3 year brand strategy and goals that supports the enterprise vision and mission
  • Leads creative development for all brand, Co-op Brands creative, marketing expressions across all customer channels
  • Articulate and promote a creative vision that aligns with REI's brand position and strategies
  • Strong ability to provide clear creative direction and provide timely and helpful feedback to improve creative output and processes
  • As a member of the Leadership Forum, develops a deep understanding of, effectively communicates and broadly supports execution of company strategies and priorities.
  • Translates company strategies into actionable divisional plans and executes successful delivery.
  • Monitor trends in the digital, social, brand, content, marketing, design and advertising industries to stay current and position REI for success as an industry leader
  • Improves empowerment and accountability across creative teams through inspiration and effective leadership
  • Ensures consistent execution of creative strategy and positioning across all member touchpoints
  • Builds relationships and helps manage outside agencies to ensure work supports REI brand standards and achieves goals.
  • Generates new ideas and innovation for: creative execution, design excellence, customer experience, work process and execution
  • Collaborates with retail and merchandising to execute creative strategies across the physical customer experience
  • Responsible for partnering with VP to develop, monitor and attain the annual expense budget and goals
  • Possesses strong leadership skills including the ability to foster and accelerate creative ideation and execution


Professional Qualifications and Experience


  • Significant experience in Creative design & copy, concept-development, UX, web design and substantial tenure as a senior level professional leading and managing multiple teams up to 50 people.
  • Expert knowledge of marketing and brand functions and competencies including art direction, photography, video, copy writing, editing, web design, UX, product branding, content strategy, production, digital assets, print production
  • Proven leadership & team development with ability to mentor, motivate and inspire
  • Understanding / ability to speak to multiple channels; content, social media, direct, digital, film/ video, virtual reality.
  • Passion for powerful, effective creative, with an eye for good writing and design
  • Anticipate the future of the industry through both research and personal insight
  • Significant leadership and Influence at both a senior leadership level and throughout the company.
  • Experience in managing external vendors and partner relationships.
  • Cultural fluency in terms of trend awareness, design drivers and overall social themes
  • Awareness and understanding of outdoor culture
  • Proven experience building and maintaining strong, collaborative, cross divisional business relationships
  • Flexible in one’s viewpoints in order to support the direction taken by others at REI
  • Builds capacity of individuals and teams through effective employee development, involvement, communication, and supervision efforts.
  • Creates a strong, mutually supportive work spirit and culture where people can do their best.
  • Establishes trust and inspires others.
  • Makes effective organization and people decisions in a manner consistent with REI's values and ethics.
  • Delivers on commitments and holds others to same.
  • Champions the organization and advocates solutions 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.
  • 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.
  • Fosters change in company direction.
  • Effectively plans and executes changes.

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.