Divisional Vice President, Stores - East


Posted Date
Job ID
Job Function
Executive Leadership
REI City
REI State
REI Location
Seattle HQ
Remote Eligible
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What's cool about this job

The Divisional Vice President (DVP) of Stores – East is responsible for providing strategic leadership and operational guidance for REI’s stores and the stores organization.  As one of two DVPs this role oversees the Eastern half of REI’s operating regions and physical stores and is a critical leader in driving the strategy and execution of REI’s physical store experience operations. The DVP is directly accountable for monitoring and achieving division and overall store performance goals across revenue, membership, operational KPIs, profitability targets, employee engagement, team development and driving continuous improvement to strategies and tactics as necessary to consistently achieves or exceeds them.

The leader will play a key role in driving REI’s transformation agenda across REI’s stores by ensuring divisional strategies are developed to achieve the Co-op’s long-term membership goals, increase growth opportunities, and ensuring our stores, our employees, and offerings reflect the outdoor needs of the communities, members, and customers in the markets we serve. This leader will help ensure REI is achieving its equity, diversity and inclusion goals and building a deep pool of diverse leadership talent to position the Co-op for growth and operational excellence. This leader will act as a positive change agent in support of the co-op and stores transformation plan driving a more active and strategic voice from the stores organization across the commercial division and the Co-op, while increasing accountability and bias for action.

This leader is a strategic operator with experience leading multi-region networks of physical stores, driving organizational change, leading strategic thinking, developing, and managing field teams, and delivering results.

Location - this role is remote and supports our teams in the East division. It is important that the leader live in the market supported and has easy travel access to the entire East Coast Division. Ideal locations would include Chicago, IL; Atlanta, GA; Metro Washington DC Area; NY/NJ; Boston, MA, or Florida. The East Division includes Houston, Memphis, St. Louis, MO, Iowa, Minnesota and everything East.

Bring your passion and expertise

Leading the Way

  • 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.
  • Works cross-divisionally to drive execution of specific divisional and company strategies, initiatives and projects.
  • Strengthens retail staff’s access and connection to leadership through annual store visits and district conference calls; drives engagement and builds trust in REI’s leaders.
  • 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

Your Planning & Navigating Requirements

  • Contribute to the definition and execution of store strategy in alignment with overall Co-op strategy and priorities. Ensure full fleet strategy translates to regional strategies and vice-versa
  • Guide regional leadership teams to develop region-specific strategies that localize Co-op wide strategies and priorities while optimizing the Co-op’s opportunity at the regional level
  • Monitor and achieve division and overall store organization performance goals. Drive adjustments to strategies and tactics as necessary to achieve division and Co-op goals.
  • Ensure all stores consistently achieve or exceed revenue, membership, operational KPIs and profitability goals through effective use of short and long-term planning and expense control
  • Deliver consistent high standards of customer experience in stores in accordance with the Co-op Way and service standards across stores.
  • Partner closely with Real-estate to identify new store and relocation opportunities within the division and manage real-estate portfolio to achieve division growth goals.
  • Support Co-op wide initiatives with direct leadership participation
  • Build annual plans and budgets
  • Collaborate cross divisionally to ensure support and execution of regional and all store strategies
  • Partner with other leaders within the Commercial organization and across the Co-op to define and execute Co-op wide strategies and tactics to achieve the Co-ops goals.

Skill & Experience Qualifications

  • 7+ years in regional leadership experience or equivalent.
  • Ideally Bachelor's Degree or master’s degree (Business or related field).
  • Proven experience in establishing vision and goals; developing strategic plans and leading cross-divisional teams in accomplishing key strategic initiatives.
  • Comfort with ambiguity and a dynamic business landscape.
  • Demonstrated ability to manage multiple tasks and projects, to prioritize, and adapt to a changing environment.
  • Strong relationship-building skills and experience working closely with cross-functional partners to influence and operationalize key strategic initiatives.
  • Ability to think strategically, define business opportunities, collect, interpret, and analyze abstract information and create strategic value-added solutions.
  • Establishes trust and inspires others.
  • Demonstrated experience of cross-divisional partnership and collaboration to lead in a matrixed environment.
  • Creates a strong, mutually supportive work environment and culture where people can do their best.
  • Ability to embrace, facilitate, and drive change through the operations.
  • Must possess strong leadership and coaching skills and the ability to capitalize and apply those skills.
  • Experience and proven success in motivating a team to deliver differentiated customer experiences and solve customer issues.
  • Consolidates information from various sources including feedback from others to reach sound decisions.
  • Must have strong communication skills (verbal & written), including strong relationship building skills.
  • Successful in fostering and working as part of a diverse and inclusive team. Builds rapport with all kinds of people inside and outside the organization.
  • Ability to build a culture of innovation by promoting risk-taking and creativity.
  • Develop and enhance cultures of continuous improvement and data-driven decision making, leading to improved KPIs and customer experiences. Has built programs and processes
  • A growth mindset coupled with a bias for action and sense of urgency.
  • Establishes, models and drives accountability. Provides management oversight and support, establishing a culture of accountability.
  • Uses business knowledge, innovative thinking, and sound judgment in the solution of problems or the pursuit of business opportunities.
  • Ability to travel as required.


As required by applicable Pay Transparency laws, REI provides a range of compensation for roles that may be hired in locations under these requirements. 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 base pay for this role is: $225,000 - $275,000 per year.   In addition to base salary, this role is eligible for annual and long-term incentive compensation.

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

Posting Range
$175500 - $347900 per year
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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:

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

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(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.

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