Overview
As the Vice President, Integrated Marketing, you will lead a high-performing team responsible for bringing our brand, products, and mission to life through world-class marketing campaigns, content, and vendor partnerships. This role oversees the Marketing Strategy, Marketing Campaigns, Content Marketing (including Social and Influencer Strategies), Local Marketing, and Vendor Marketing teams, ensuring an integrated, customer-centric approach that drives business growth and deepens REI's connection with its community.
You will set the vision for campaigns, content, events and activations and how REI shows up across owned, earned, and paid channels. This team will distill insights and objectives from cross-functional partners into marketing strategy, calendar, and plans, that deliver on business objectives. You will balance brand, activity, and product storytelling to fuel membership growth, drive revenue, and enhance customer loyalty. This role collaborates across the organization including with partners within the marketing organization, the membership and customer planning team, enterprise strategy, digital and retail organizations, merchandising and private brands. This role requires a leader who thrives in a fast-paced, multi-brand retail environment, can navigate complex cross-functional partnerships, and is passionate about the outdoors and REI's co-op model.
Responsibilities and Qualifications
Key Responsibilities
Leads the development of the 3-5-year integrated marketing strategy and goals that support the broader REI corporate vision and strategy.
Manages the creation of the annual marketing strategy and calendar that drives traffic and sales, acquires and retains customers and members, and increases brand awareness.
Leverages analytics and customer insights to develop and continually improve the effectiveness of marketing strategies, campaigns, content and activations.
Oversees the development and execution of high-impact marketing campaigns and off-price events that drive awareness, engagement and conversation, spanning seasonal, product, and brand initiatives. Partners closely with Marketing Creative and Operations teams to deliver on time and on budget.
Designs marketing strategies and activation in support of REI's strategic programs like Membership and CoBrand.
Sets the strategy for content marketing, social media and influencer partnerships, ensuring REI delivers compelling, authentic, expert storytelling that resonates with both core and new audiences.
Manages co-marketing relationships with key brand partners and vendors, maximizing investment and creating marketing programs that drive mutual growth. Works closely with the Retail Media Network team to deliver marketing opportunities to vendors.
Oversees REI's local marketing efforts, ensuring alignment with national campaigns while delivering hyper-relevant, community-driven programs that strengthen REI's presence and drive member engagement in key markets. Work closely with retail teams to support store openings, activations and local partnerships.
Partner closely with Marketing Channels team to optimize marketing spend and effectiveness and manage advertising agency relationship to develop media strategy and achieve investment goals.
Works closely with leaders across the organization including merchandising, membership and customer planning, retail and digital to ensure marketing efforts are fully integrated and aligned with broader business objectives.
Responsible for developing, monitoring and attaining the annual expense budget and goals.
Inspire, mentor, and develop a diverse team of marketing professionals and content creators, fostering a culture of creativity, accountability and high performance.
As a member of the Leadership Team, develop and implement a comprehensive information security strategy aligned with the co-op business goals.
Translates company strategies into actionable marketing strategies and plans. Leads cross-functional teams to execute and ensure successful delivery.
Identifies and communicates key responsibilities and practices to promote a successful attitude, confidence in leadership, and teamwork.
Collaborates with senior leaders across the organization to ensure that marketing strategies and programs support business objectives and drive organizational growth.
Provides coaching, direction and leadership support to employees to achieve division, company, and customer results.
Fosters a culture of continuous improvement and open feedback.
Recruits and builds high-performing teams that inspire others to learn, solve problems creatively, and succeed.
Develops and manages an environment that fosters the development of future leaders and embraces the company's values in action and behaviors.
Oversee, develop, recommend, and lead key strategic talent initiatives such as leadership development, performance change management, succession planning, talent acquisition, employee training and development, performance management.
Mindsets and Behaviors
Enterprise Thinker who acts as a steward of REI's overall success, not just marketing, balances short-term performance needs with long-term brand-building effort, and operates at both strategic and tactical levels, seamlessly moving between high-level vision and execution details.
Collaborative Connector who builds strong relationships across functions, communicates clearly and effectively and works through ambiguity to ensure teams stay focused and solutions-oriented.
Customer Obsessed and consistently thinking from the current and future member's perspective to ensures marketing strategies meet their needs.
Inspiring & Accountable , setting high standards while creating a culture of trust and empowerment. Holds team accountable for results and also fosters a supportive environment where people can take risks and learn. Develops and retains top talent, actively mentoring and coaching team members.
Decisive and Agile , able to move quickly in a dynamic retail environment, making informed decisions with available data, navigating complexity and helping teams stay focused amid shifting priorities. Encourages adaptability and resilience, ensuring the team remains responsive to changing market conditions.
Professional Qualifications and Experience
15+ years of progressively responsible marketing leadership with a strong background in integrated marketing, content marketing and campaign development.
Experience leading cross-functional marketing teams and partners.
Bachelors and/or masters degree in business, marketing or related field.
Deep experience in digital, social, influencer marketing with a track record of driving measurable impact.
Experience in a multi-channel retail company with revenue of $2B+.
Proven success in managing co-op and vendor marketing partnerships.
Strong understanding of multi-channel retail marketing with experience balancing brand and performance marketing objectives.
Ability to clearly articulate a compelling vision and strategy.
Strong analytical skills with experience developing financial plans, expense budgets and business cases.
Highly strategic with the ability to translate business objectives into compelling marketing plans.
Strong analytical mindset, with experience levering customer data and insights to drive decision making.
Understanding of the REI brand and the outdoor specialty retail business.
Experience with effective employee development, involvement, communication, and supervision efforts.
Can create a strong, mutually supportive work spirit and culture where people can do their best.
Establishes trust and inspires others, with a passion for team development and culture building.
Can make 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.
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.
Pay Range
275,000 - 325,000
