REI’s community stretches across the co-op’s members and customers, vendors, and employees, and is manifested both physically and digitally, across the country. The co-op’s community is unique and is a core component of REI’s success as a great place to work, shop, and get involved in fighting for life outside.
The Senior Manager of Digital Community Customer and Employee Engagement is responsible for establishing, leading and growing two distinct, but complementary digital communities for our employees and members.
- External/Members: Conversations is REI’s rapidly growing, purpose-built engagement platform that embodies the best of what the co-op can deliver for members and the communities we serve. Through Conversations, we help unlock the collective expertise and passion for the outdoors that exists across our millions of members. We also use Conversations to deepen engagement around core REI offerings, and regularly draw insights from our customers that help inform REI teams as they develop new offerings.
- Internal/Employees: REI’s employee-focused digital community is an internal publishing and engagement ecosystem designed to inform, connect and engage employees across the co-op. We currently do this through a matrix of different tools and programs that we will streamline, under this manager’s leadership, into a more purpose-built, effective tool for communicating with and engaging our employees, and connecting them to one another.
While these two communities are separate from each other, there are shared insights and best practices that this leader will help us realize across both communities. This leader will build the strategy and vision for these two online communities, establishing a compelling way for members, customers, and employees to engage digitally with the co-op and with each other. This leader will identify opportunities to grow engagement, drive traffic, and increase conversion within both digital communities.
Because this leader manages a team of community moderators, the successful candidate must have robust experience leading teams, managing individual team member performance, setting expectations, and holding employees accountable. This leader’s work, and that of their team, is highly visible, contains brand and legal risk, and involves a high volume of valuable voice of customer data. As a result, this leader and their team must exercise impeccable judgment at all times and escalate brand-sensitive issues as necessary. Ultimately, this leader will position both REI digital communities as best in class by ensuring creative delivery, consistently high engagement, accuracy and responsiveness across platforms.
- Acting as the complete business owner by providing requirements to Digital and IT to evolve the platforms, fulfilling the role of marketing integrator, and keeping a gauge on other digital communities to ensure the co-op’s are best in class;
- Creating annual and multi-year strategies that achieve programmatic goals and support the co-op’s broader strategic imperatives, considering current performance of each community, unmet potential, and evolution that has occurred in the marketplace;
- Partnering cross-divisionally to bring new concepts and offerings to fruition in the digital communities, ensuring voice of customer/employee is accurately and appropriately communicated, and prepping the moderation team in advance of all outgoing co-op communications;
- Overseeing 3rd party vendor selection, negotiation, resourcing, and management;
- Managing a team of community moderators, preparing budget recommendations for staffing and program investments, and evolving non-traditional staffing models to ensure diverse voices are heard within both communities;
- Acting as the champion for both programs across the co-op, effectively communicating program strategies and results to create transparency and visibility into the progression of the programs;
- Streamlining moderation across multiple digital community platforms to ensure consistent customer and employee experience and maintaining and updating community moderation guidelines as needed in collaboration with cross-divisional stakeholders
- Identify and communicate key responsibilities and practices to direct reports, ensuring the organization promotes a successful attitude, confidence in leadership and teamwork to achieve busines results
- Assess the effectiveness of the moderation team by setting clear expectations, providing the appropriate level of performance feedback, and ensuring employees adhere to legal and operational compliance requirements
- Facilitate empowerment and engagement of direct reports, actively seeking professional development opportunities for members of the moderation teamOversee training and development of employees directly and indirectly managed and make effective staffing decisions
- Conduct performance management and progress reviews in a timely manner
- Model positive outlook and support of leadership directives