Overview

As Manager, Brand and Product Communications, you will lead communications strategy and execution that strengthen REI's brand, elevate our product expertise, deepen member connection, and advance key business priorities. You will serve as a trusted advisor and collaborative partner across the co-op. You will turn marketing initiatives, product launches and innovation, member experiences, partnerships, and cultural moments into clear and compelling stories that build trust, relevance, and connection with current and future members and customers.

You will lead a team responsible for brand storytelling, product and expertise communications, editorial content, member expression, and earned media engagement. You will bring these areas together through a connected communications strategy that reinforces REI's role as a specialty retailer, trusted outdoor authority, and purpose-driven co-op.

Success in this role requires more than traditional media relations. You will help shape how REI participates in culture and outdoor life, guide how our brand is expressed externally, and identify opportunities for the co-op to contribute to meaningful conversations across media, creator, partnership, community, and emerging platforms.

You will balance strategic leadership with hands-on execution, connecting product, campaign, member, and business stories into a clear and consistent narrative. You will also coach and develop a team, foster collaborative cross-functional partnerships, and advance REI's long-term brand and business goals through communications.

Responsibilities and Qualifications

Responsibilities

• Lead, coach, and develop a high-performing team responsible for brand communications, product and expertise storytelling, editorial content, and earned media engagement. Create an environment where people can do their best work and grow their capabilities and impact.
• Establish a clear vision, priorities, and operating rhythm for the team. Align the team's work with enterprise goals and meaningful business outcomes.
• Bring a clear strategic perspective and effective storytelling instincts. Help the team identify the stories that matter most and turn complex information into compelling, audience-centered narratives.
• Build trust and collaborate with leaders across Marketing, Merchandising, Membership, Co-op Brands, and Corporate Communications.
• Foster curiosity, creativity, accountability, and continuous learning. Help the team stay connected to changes in media, culture, consumer behavior, and the outdoor industry.
• Inspire storytelling that advances the co-op's mission and strengthens relationships with members and customers.

Brand Narrative and Storytelling

• Develop and evolve REI's integrated consumer narrative, connecting marketing campaigns, product innovation, member stories, partnerships, and purpose-driven impact.
• Lead communications strategies that strengthen brand connection, deepen member relationships, and reinforce REI's position as a trusted voice in the outdoor industry.
• Maintain a proactive storytelling agenda that delivers relevant, business-aligned narratives across earned, owned, shared, and emerging channels.
• Connect brand, product, marketing, member, and editorial storytelling so audiences experience one clear REI story.
• Partner with senior leaders to identify opportunities that elevate REI's voice and advance long-term brand and business goals.

Public Relations and Media Engagement

• Lead proactive communications efforts that ensure REI contributes meaningfully to conversations about outdoor culture, consumer trends, active lifestyles, retail, recreation, travel, and related industries.
• Oversee earned media, creator, influencer, partnership, and experiential storytelling strategies that expand REI's visibility, relevance, and cultural impact.
• Build relationships with journalists, content creators, industry partners, and emerging platforms that influence how people discover and engage with the brand.
• Direct communications for major campaigns, partnerships, product launches, category initiatives, and business moments, ensuring clear alignment with enterprise objectives.
• Partner with team members and external agencies to create programs that build awareness, engagement, consideration, and brand connection.

Marketing and Cross-Functional Partnership

• Serve as a senior communications partner to Marketing, Merchandising, Membership, and Creative teams.
• Provide strategic guidance on how communications can extend marketing investments, strengthen audience engagement, and support business growth.
• Include communications strategies early in campaign planning, product launches, partnerships, and category initiatives.
• Align Brand Communications, Product Communications, Editorial, Member Storytelling, and Corporate Communications teams around a clear external voice.
• Turn business priorities and marketing initiatives into communications platforms that can be used across channels and audiences.

Emerging Platforms, Issues, and Brand Stewardship

• Help shape how REI's brand appears in evolving discovery environments, including AI-driven search, editorial platforms, and new media ecosystems.
• Ensure REI's narratives are accurate, easy to discover, and consistent with our brand.
• Monitor changes in media and technology and recommend updates to the communications approach.
• Identify emerging risks, opportunities, and narrative gaps across brand touchpoints.
• Partner with Corporate Communications and other teams during complex or high-attention moments.
• Track communications effectiveness across earned media, brand sentiment, and narrative resonance. Use insights to improve storytelling strategies and maintain relevance and impact.
• Measure communications effectiveness across earned media, brand sentiment, and narrative resonance. Use insights to improve strategy, relevance, and impact.

Required Qualifications

• 7+ years of experience in brand or consumer communications, including at least three years supervising other professionals.
• Experience securing national media coverage and building productive relationships with national journalists. Agency or in-house experience with a consumer or retail brand is preferred.
• Strong storytelling and business skills, with experience connecting communications programs to audience engagement and business outcomes.
• Experience communicating products, services, or technical expertise to consumer audiences.
• Demonstrated judgment in decision-making and working relationships, with emotional intelligence in interactions, negotiations, and communications.
• Ability to manage deadlines, changing conditions, and multiple priorities.
• Experience developing and managing budgets and allocating resources.
• Experience advising and influencing senior executives.
• Effective analytical, problem-solving, and negotiation skills.
• Expertise in traditional and emerging media and communications, including practical experience with new media and digital communications.
• Communications experience in a large, multi-store retail or service organization.
• College degree or equivalent professional experience in the field.
• Excellent written, verbal, and group presentation skills.
• Leadership and supervisory experience in a complex organization, including experience developing, mentoring, and supporting employees.

Preferred Qualifications

• Experience in the outdoor industry or a related consumer category, such as gear, apparel, footwear, specialty retail, or active lifestyles.

Pay Transparency

We are committed to practices that promote pay equity and transparency. 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.

REI offers all regular employees a generous employee discount, access to health benefits, a retirement savings plan and accrued time off. Click here for a detailed overview of benefits plans by employee profile.

Pay Range

$98,300 - $157,400 per year