OverviewThis role is at the forefront of leading cross-divisional and marketing partners to drive the business and the brand forward through marketing strategies and integrated campaigns that amplify across customer touch points. A champion of the REI brand and the co-op's strongest points of differentiation, this role is central to driving prioritized customer behavior. Leading with a spirit of innovation, this role takes into consideration customer and business insights, the competitive landscape, and culture to define strategies and deliver business outcomes.
Areas of Accountability
- Develops integrated marketing plans inclusive of marketing objectives, customer insights, business objectives, outdoor cultural moments, and prioritized messaging timeframes to inform campaigns and channel strategy.
- Develops and leads campaign strategies that deliver against business and customer outcomes; including annual strategies, briefs, communication strategies, and go-to-market plans
- Leads full-funnel and omni-campaigns in support of annual plan and prioritized marketing outcomes
- Informs channel campaigns to deliver against annual membership marketing plan
- Collaborates with Marketing Planning and Customer Insights team to develop measurable campaign KPIs and supports recapping as needed
- Advocates for what matters to our members through fluency in Customer Plan and building customer-centered marketing campaigns from strategy through execution
- Partnership closely with the Member and Customer Planning team to pull through membership strategy and benefits into annual marketing plan and campaigns
- Partners closely with Merchandising to integrate compelling product categories, products, and brands in annual plan and campaigns
- Ensures that the customer experience and supporting content, assets, and programs deliver on marketing strategy and objectives
- Maximizes the potential of campaigns through expanded consideration of how to reach customers through paid, owned, earned, employee, and partner communication channels throughout marketing funnel
- Assures REI branding, membership, and product attributes are appropriately represented in campaigns
- Understands current business performance and opportunities to evolve in-market and future marketing plans and campaigns
- Student of retail trends, outdoor culture, consumer behaviors, and loyalty programs to influence marketing innovation and outdoor specialty retail expression
Responsibilities and Qualifications- 7+ years with marketing strategy or campaign management experience
- Expert knowledge of marketing competencies including marketing strategies, campaign strategies, briefs, communication strategies, and go-to-market development.
- Experience authoring briefs and communication strategies
- Experience leading full-funnel and omni marketing campaigns
- Proven track record developing and presenting to leadership integrated marketing strategies and go-to-market plans that meet or exceed business goals.
- BA in Business, Marketing, or Communications preferred
- Demonstrated ability to manage work in a deadline and process-driven environment
- Demonstrated ability to assess important market requirements and opportunities and identify competitive opportunities.
- Experience with loyalty program marketing strategy and campaign development
- Experience working with retailers carrying a broad portfolio of products and brands
- Experience and success in productively managing partners and relationships to develop marketing strategies and campaigns
- Creates a strong, mutually supportive work spirit and culture where people can do their best.
- Establishes trust and inspires others.
- Makes effective business decisions in a manner consistent with REI's values and ethics.
- Delivers on commitments and holds others to same.
Pay Range$98,300.00 - $157,400.00 per year
