REI has a unique opportunity to offer an unparalleled and differentiated experience in expertise. The epicenter of expertise has been our Green Vests, who provide customers at all levels with the knowledge they need to confidently choose the right products. Over time, REI has provided knowledge to customers via industry leading content, classes, guided experiences and customer service, among other touch points. With over 9,000 expert staff, REI has the largest team of experts in the outdoor industry and is a leading publisher of content.
Our opportunity around expertise is to develop new and enhanced products and services that enable customers to access the outdoors, building on our current foundation through the lens of membership and activity. Doing so will strengthen REI’s ability to educate customers at all levels of experience, engage new customers and remove barriers that prevent a wider audience from enjoying the outdoors.
Reporting to our Chief Experience Officer, the Divisional Vice President, Expertise is dedicated to assessing our expertise opportunity (customer, business) through the lens of membership and activity. The scope of this role is significant. It will directly manage REI’s Sales & Customer Service teams and will influence strategy across other areas, including Green Vest, Content, Experiences and Virtual Outfitting. This leader may also recommend and initiate acquisitions and new partnerships in strategic areas to build our expertise and learning portfolio.
This leader will think strategically, assess white space opportunities, create business plans, collaborate and provide thought leadership across the organization and execute by leading teams running and building expertise programs. This leader will need to be an entrepreneur who is able to drive product tests, learn and build new products and services.
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