Brand Senior Program Manager

This job contributes to REI’s success by defining and articulating the unique brand that current and prospective employees will experience while working at the co-op. The Employer Brand Senior Program Manager will cultivate the Employee Value Proposition (EVP) and ensure it is clearly and consistently represented through internal and external communications and infused into our Employer Brand and Recruitment Marketing efforts.

The ideal candidate is a collaborative, progressive thinker skilled at developing long term employee-centric brand solutions and partnering closely with leaders and teams across multiple divisions to create and drive these solutions forward. This role will drive the strategy and plan for all employer brand work, including management of our vendors and platform partners, to bring creative plans to life.

This role also entails driving daily operations, content creation, programmatic advertising, social campaigns, events and strategic programs that attract, engage, hire and retain talent. Ultimately, this role utilizes data, insights, and storytelling to increase REI’s brand awareness as an employer of choice, simultaneously improving employee advocacy and career site traffic and applications of quality candidates, in service of the co-op’s purpose and priorities.

This role will work closely with cross-functional stakeholders across Human Resources to build and maintain the EVP, partner with Marketing and Communications to ensure a consistent Employer Brand experience and ensure alignment with Talent Acquisition and DEI related to Recruitment Marketing efforts. Models and acts in accordance with REI’s guiding values and mission.

• Evolve and refine REI’s EVP, employer brand, and recruitment marketing strategies to authentically reflect the co-op's culture and values
• Partner with other HR leaders (TA, DEI, Total Rewards, etc.) and internal stakeholders to refine and deliver on the roadmap and content, ensuring clear governance and enabling a cohesive strategy
• Set and deliver program milestones and establish a regular review cadence to report on the state and impact of work
• Develop storytelling materials, such as videos and social media campaigns, with creative teams to create engaging collateral that resonates with audiences and aligns to REI brand standards
• Oversee partnership with recruitment marketing vendor and other platform partners to build and implement campaigns, in alignment with our Talent Acquisition strategy
• Partner with Marketing and Comms teams to enhance thought leadership and brand visibility through strategic opportunities, including partnerships, brand awareness activities, and industry events
• Drive alignment and act as a central representative for planning, communication, and the advancement of Employer Brand within key partner divisions
• Partner with Talent Acquisition and Tech teams to ensure our Careers Site is consistent and accurate
• Oversee REI’s presence on platforms like Glassdoor, Indeed and Linked In, ensuring a consistent employer brand
• Analyze engagement and brand data to measure the success of initiatives and adjust strategies as needed
• Provide solutions and make prioritization decisions balancing employee experience, brand experience, and business value

Required Skills & Experience

• Bachelor’s degree
• 7+ years’ experience in employer branding, marketing, or related roles with expertise in brand-building and storytelling
• 3+ years’ experience in project management, process improvement and implementation of strategic initiatives
• Experience navigating within Human Resources functions and with cross-divisional partners and programs
• Experience managing a Recruitment Marketing vendor and/or in-house creative teams
• Experience with graphic design and UX
• Experience managing a large budget across multiple media and vendor outlets
• Strong analytical skills to evaluate data and metrics and drive improvements for optimal outcomes
• Experience owning program strategy, end to end delivery, and communicating results to senior stakeholders
• Demonstrated leadership skills and proven ability to flex between strategic thinking and effective…