Manager, Lifecycle Strategy

Posted Date: Jan-29-2019

Job ID: 13196

Job Type: Full Time

Job Function: Marketing

City: Kent

State: Washington

Store: REI Headquarters is moving to Bellevue, Spring 2020!

What's cool about this job

This role will contribute to REI’s success by driving the lifecycle marketing strategy and business model that delights customers establishes industry standards and ensures the commercial health of the co-op. 

This role is also contributing by building the marketable audience, increasing conversion and driving retention for REI, through development, management and optimization of the marketing lifecycle strategies across customers touch points. The role will monitor trends and emerging technologies and assess how new opportunities that support key business goals can be leveraged to connect people to our co-op and create a seamless experience. This requires a high degree of entrepreneurial spirit and flexibility with a willingness to regularly advocate for innovative marketing solutions. This role will partner with leaders in Loyalty, Experiences, CRM, as needed to provide strategic support to vet the potential efficacy of new structural components, offers, or partnerships. This role works with cross-divisional leaders in Marketing, Digital Retail, Retail, Experiences, IT to deliver an integrated, cross-channel customer experience related to lifecycle marketing programs and offers. 

The Manager lifecycle marketing will be held accountable to the strategic roadmap and performance and be required to regularly update leadership stakeholders on key milestones.


  • Responsible for leading a team of 3 direct reports.
  • Identifies and communicates key responsibilities and practices to ensure the organization promotes a successful attitude, confidence in leadership, and teamwork to achieve business results.
  • Challenges and inspires employees to achieve business results.
  • 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.


  • Develops lifecycle strategy for REI’s members and experience prospect/customer to increase engagement and retention new and existing members/travelers. This includes leading vetting of new strategic initiatives and offerings as well as the communications strategy and contact plan.
  • Defines and develops creative, high quality and clear roadmaps based on team strategy and vision.
  • Develops detailed, clear and substantiated business requirements and user stories that can be used to create product specifications and architecture for business models.
  • Leads development of business plans and optimizes offering strategies to meet/exceed business objectives and manage program budgets.
  • Works closely with Manager – Loyalty and Experience marketing to identify and prioritize opportunities in the customer journey to best support the business throughout the year.
  • Proactively identifies and resolves strategic issues that may impair the team’s ability to meet strategic, financial, and technical goals.
  • Based on analysis and results, makes recommendations to senior management and on how strategy should be altered.
  • Partners with the customer insights team and digital team to identify and prioritize the needs of members and customers.
  • Manages expense budgets monthly working plan and year-end performance.
  • Develop success metrics, analyze results and report findings.

Bring your passion and expertise

  • MBA preferred
  • 5+ years experience in strategy or loyalty or lifecycle marketing, including in the retail/consumer, start-up, technology or consulting sector
  • 3+ years direct supervisory experience 
  • A solid business understanding and proven ability to develop, enhance, implement and measure successful customer acquisition and retention programs required.
  • Demonstrated ability to assess important market requirements and opportunities and identify competitive opportunities.
  • Demonstrated ability to think creatively 
  • Strong analytical skills and experience developping financial models, monitoring KPIs and managing a P&L
  • Experience finding avenues to hear from customers and work in their feedback into your product road-map; then deliver results
  • 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 has been recognized on the "100 Best Companies to Work For" list since the award's inception – 22 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 150 retail locations (and growing), REI offers unique competitive benefits to its more than 13,000 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.