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

REI is committed to enabling our members’ love of a life outside. The customer lifecycle team supports efforts to strengthen our relationship with customers throughout their lifecycle - engaging, nurturing and retaining members along the customer journey

The Manager, Customer Lifecycle will be responsible for translating business goals and opportunities into impactful initiatives. They will work the Director to define long-term strategy and customer touchpoints that delight customers, establishes industry standards, and ensures the commercial health of the co-op.  The Manager will guide a team to build the marketable audience, increase conversion, and drive retention for REI, through development, management and optimization of the marketing lifecycle strategies across customers touchpoints.

The role will also 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 Customer Insights, Member Programs, and Digital to deliver an integrated, omni-channel customer experience related to lifecycle marketing programs and offers.  The Manager, Customer Lifecycle will be held accountable to communicate the team vision and share result that demonstrate the program impact to leaders and other divisions


  • 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.
  • Proactively defines lifecycle strategy to onboard new REI’s customers and to increase engagement and retention of our members and travelers.  
  • Develops and delivers high-quality annual initiative prioritization to deliver against co-op strategic goals.
  • This includes leading vetting of new strategic initiatives and offerings as well as the communications strategy and contact plan.
  • Drives alignment around holistic customer journey with key business lines to bring optimal touchpoints throughout the customer lifecycle.
  • Defines and develops digital capabilities, tools, and processes to enable members’ onboarding, engagement and retention.
  • Partner with digital/IT to develop automated tools to deliver programs targeted at customer and lifecycle cohorts to improve personalization, messaging strategies and offers.
  • Establishes and grows internal relationships at all levels of the organization to ensure long-term development and growth for her program and her team members.
  • Communicates program strategies and results consistently to create transparency and visibility into the impact of the program.
  • Prepares budget recommendations for staffing and program investments
  • Facilitates empowerment and growth of direct reports, through the formal review process and ongoing talent development.
  • Leads development of business plans and optimizes offering strategies to meet/exceed business objectives and manage program budgets.
  • Provides thought leadership on customer lifecycle landscape and innovation and define opportunity for the co-op to strengthen member engagement
  • Establishes and maintains visibility of the team’s portfolio across the co-op, ensuring that all key partners are informed on the latest trends, capabilities and are clear on the POV that we are driving around customer journeys.
  • Partners with the customer insights team and digital team to identify and prioritize needs of members and customers.
  • Leverages analytics to optimize performance, guide the roadmap and demonstrate programs impact to leadership.
  • Partner with customer experience, member programs, digital, and key line of business to improve customer journeys across the co-op.
  • 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 developing 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

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.