Marketing Program Manager - Impact

Program Manager, Marketing – Impact Overview

At REI, we strive to connect people to the power of the outdoors, help protect the places and outdoor communities that make those connections possible. Our Impact work is key to bringing this mission to life through programs, partnerships, and experiences that members and customers can trust and engage with.

The Program Manager, Marketing – Impact is a marketing role that supports the development and execution of REI’s annual Impact marketing strategy, from leading integrated campaigns and standalone moments to driving evergreen marketing support for a portfolio of Impact programs that further REI’s Impact narrative.

• Advocacy and policy work (REI’s Cooperative Action Network)
• Non‑profit grant funding (REI Cooperative Action Fund)
• Entrepreneur / startup support (Path Ahead Ventures program)
• Inclusivity in the outdoors
• Sustainability & Climate Action

This role translates enterprise priorities and individual program priorities into clear marketing strategies, channel and go‑to‑market plans, with measurable outcomes. You will work closely with Impact program partners and Marketing teams to drive thoughtful, values‑led marketing that reflects our commitments to people, planet, and communities.

The position sits on the Integrated Marketing team and reports to the Senior Manager of Brand Programs and Partnerships, and contributes to cross‑functional work through sound marketing judgment, strong executional planning, collaboration, and stakeholder influence, operating with guidance and direction from senior marketing leaders.

• Translate complex, mission‑led Impact programs into clear, meaningful marketing narratives.
• Balance the holistic customer experience with program‑specific goals.
• Manage multiple work streams with strong attention to detail and follow‑through.
• Collaborate effectively across Impact, Marketing strategy, channel, and analytics teams and leaders.

• Develop integrated marketing strategies and plans for Impact programs, from planning through execution and optimization, aligning Impact program priorities, customer and member insights, and REI enterprise and marketing priorities.
• Contribute marketing perspective that helps shape strategy, improve ways of working, and elevate how Impact shows up in enterprise campaigns and always‑on marketing.
• Support development of values‑led storytelling that reflects REI’s mission, commitments, and co‑op difference.
• Partner with campaign planning teams to ensure Impact priorities are appropriately represented within enterprise campaigns and always‑on marketing.

• Serve as a day‑to‑day marketing partner to Impact program leads and working teams.
• Collaborate with Marketing campaign teams, channel partners, and X‑div teams—including Lifecycle, Paid Media, Email, Social, Content, Creative, PR, Local Marketing, and Store Operations—to support planning and execution of go‑to‑market plans.
• Brief creative and content partners with clear direction, objectives, and success criteria.
• Ensure alignment, readiness, and clarity across teams throughout execution.
• Coordinate dependencies, inputs, and approvals to support aligned execution across teams.
• Build strong relationships with internal and external partners, serving as a trusted day‑to‑day marketing point of contact.

• Partner with channel teams to track performance against defined objectives.
• Support development and synthesis of marketing recaps, surfacing insights, learnings, and opportunities for optimization.
• Apply test‑and‑learn approaches to improve effectiveness and clarity of Impact marketing over time.

• Contribute to the development and adoption of marketing processes, templates, and ways of working that improve efficiency and consistency.
• Operate with strong organizational discipline and follow‑through across multiple partners and work streams.
• Model REI’s values and mission in all work streams.

• 4–6+ years of experience in marketing or a related field.
• Experienc…