Sr. Program Manager, Integrated Marketing Strategy

Marketing Strategy Leader

This 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 time frames 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.

Closing

At REI, we believe the outdoors is for all. We are committed to becoming a fully inclusive, anti-racist, multicultural organization. We know that there's strength in our diversity – that each employee brings unique skills, experiences, and perspectives. Every day you are driving change, fostering a culture of respect, and knowing you're backed by benefits that support your whole life. To work…