Manager, Membership Growth Strategy

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Posted Date
05-10-2021
Job ID
20098
Job Function
Marketing
REI City
Seattle
REI State
Washington
REI Location
Seattle HQ
Remote Eligible
Yes
Please visit the Covid-19 Hiring Updates before applying
What's cool about this job

This job contributes to REI’s success by developing growth strategy for co-op membership, including Membership go-to-market and growth engine, optimizing Net Membership Additions (Net Adds), developing strategic partnership and other initiatives. Membership growth strategies include articulation of business objectives, target customer, positioning, membership model best-practices, KPIs and program mechanics to serve as a foundation for decisions on new, enhanced, or retired program benefits.  This position influences work across the enterprise and provides tools for execution to teams including Integrated Marketing, Digital, Retail, Sales & Customer Service, and others to ensure all customer-facing touchpoints reinforce the strategy.  

Specifically, this position leads 1 to 2 strategist who develops analysis and recommendations for changes to specific membership features, benefits, or associated offerings. The manager leads these core areas of focus: membership growth cross-divisional integration, insight development, thought leadership. Models and acts in accordance with REI’s guiding values and mission. 
 

Your Planning & Navigating Requirements 
  • Develops membership growth strategy across diverse initiatives to deliver the inorganic on-ramp into co-op membership and support REI’s business objectives by identifying new levers to deepen member engagement. Includes evaluation and analysis of acquisition and engagement mechanics as well as new levers exploration, innovation and iterative test and learn. 
  • Serves as a subject matter expert in membership strategy and may consult with other cross-divisional partners. 
  • Contributes to annual co-op membership strategy 
  • Collaborates with Customer Insights to identify member/prospect research needs, analyzing and applying those insights to ongoing strategy development. Builds an in depth understanding of the member and broader industry landscape, drawing on research, syndicated research, internal analytics, and desktop research.  Works with business partners and Customer Insights to define member/prospect problems to solve and articulate member/prospect need states, jobs to be done and mindsets as part of developing strategy.  Continues to seek new customer insights to learn and improve the membership strategy. 
  • Works cross-functionally to gather feedback, build shared goals, and achieve alignment on evolving membership program strategy, mechanics, and operations. 
  • Provides thought leadership and defines best practices which contributes to overall Co-op success. 
  • Collaborates closely with partner teams to bring insights and strategy to life in clear, compelling and tangible ways in order to further organizational progress against opportunity areas. 
  • Evangelizes both membership growth strategy process and specific strategies across the organization. Demonstrates excellent written and oral communication skills. 
Bring your passion and expertise

  • 7+ years in a membership or loyalty program strategy or design role 
  • 3 + years’ experience in developing membership strategies in a cross-functional, enterprise model 
  • BA in Business, Marketing or related field, MBA preferred 
  • Strategic thinker who can translate complex issues into simple principles to drive engagement and growth. 
  • Proven success in building membership program mechanics that drive awareness, conversion, engagement and retention.  Experience working in human-centered design processes using integrated teams.  Solid analytical skills 
  • Working knowledge of consumer insights, experience commissioning insights work, interpreting and applying customer insights findings. Ability to identify customer needs and draft strategies and plans that deliver on those needs. 
  • Strong presentation and persuasive speaking skills. Storytelling and presentation skills.  Able to distill complex information into compelling presentation materials to effectively communicate vision, objectives and strategies with cross divisional peers, team members and leaders. 
  • Demonstrated leadership skills working across a complex set of stakeholders and looks for ways to influence cross-functionally. 
  • Member/customer advocate who considers the ultimate impact of decisions and actions on internal and external customers. 
  • Demonstrable cross-functional collaboration skills and interdisciplinary understanding. 
  • Actively participates and collaborates with others on one's own team and across REI for the achievement of business goals. 
  • 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 member-centric opportunities. 
  • Consolidates information from various sources including feedback from others to reach sound decisions. 
  • Works smart by setting effective work goals, establishing priorities, and planning well in order to produce quality work. 
  • Executes effectively by using resources efficiently, meeting deadlines, and keeping others informed of work plans and progress toward goals. 

REI hires, trains, and promotes regardless of race, religion, color, national origin, sex, disability, age, veteran status, and other protected status as required by applicable law.  We remain deeply committed to making the Co-op a place where everyone can feel safe and be themselves. Join us. 



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As required by applicable Pay Transparency laws, REI provides a range of minimum 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 salary range for this position may be lower or higher in different markets.

The pay for this role is: $85,000 to $170,000 per year  
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
$85,000 to $170,000 per year
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.