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The Senior Program Manager for Co-op Brands Marketing is the strategic marketing lead for REI Co-op Brands, including REI Co-op gear and apparel and Co-op Cycles. Our brands' products help everyone get outside-with enduring quality, sustainable practices, and cooperative design-insights from our members. The Senior Program Manager owns the full marketing strategy, including an annual integrated marketing plan and ongoing insights-based refinements.
The position is the strategic marketing thought partner to Co-op Brands merchandising leadership and the cross-functional team. It translates business goals into marketing strategies and go-to-market plans in collaboration with campaigns, owned, earned, and paid channels. It also includes channel partnership for execution, optimization, and performance reporting.
The position is part of the Partnerships, Community and Content marketing team. It operates with high autonomy and influence. The role requires exceptional strategic marketing judgment and comfort with ambiguity. It also needs the ability to manage cross-divisional work and drive new processes without direct authority.
Keys to success include the ability to:
- Develop insights-led annual Co-op Brands marketing plans aligned to REI enterprise, merchandising and marketing priorities
- Act as a marketing thought leader. Shape strategy, improve processes, and elevate Co-op Brands positioning and products through campaign and always-on marketing support.
- Build durable relationships with stakeholders and managers, serving as a trusted advisor and primary marketing point of contact for Co-op Brands
Responsibilities and Qualifications
Integrated Marketing Strategy & Plan Ownership:
- Own the integrated marketing strategy and annual plan for Co-op Brands. This includes developing brand storytelling based off brand positioning, marketing planning for seasonal priorities, new product launches, and advancing a strategy for always-on support.
- Evolve Co-op Brands product collaboration strategy and build pipeline of collaboration opportunities in concert with Merchandising, Creative and Brand Strategy partners. Evaluate opportunities for strategic relevance and business impact. Ensure alignment with REI's core values. Create launch and sustain marketing strategies with collab partners, and see through to execution.
- Ensure key and supporting products are represented in applicable marketing campaigns and channels throughout the year, following merchandising-led product prioritization within campaigns. Work closely with marketing campaign managers and leaders to inform, recap, and understand Co-op Brands performance.
Cross-Divisional & External Partnership Leadership and Collaboration:
- Serve as the central marketing partner and marketing thought-leader to Co-op Brands merchandising leadership, absorbing and applying merchandising inputs and insights and providing marketing insights via cadenced shareouts and recaps
- Manage cross-divisional planning with channel teams including but not limited to Paid media, Earned, Email, Social, Content, Digital, PR, Store Ops and more
- Act as the internal Co-op Brands authority for Marketing teams. Educate and align stakeholders and managers on priorities, goals, and performance
Channel Reporting & Performance Management:
- Partner closely with marketing channels, REI Analytics teams, Co-op Brands, and cross-divisional partners. Manage consistent marketing performance shareout and review. Synthesize marketing results into clear insights and optimization recommendations.
- Assess ROI with channel partners; develop root-cause examination to inform ongoing optimizations
Leadership and Influence:
- Be a leader in marketing strategy, process design, and cross-functional collaboration. Be innovative and proactive, a "visionary" for solutions to problems that may arise with little or no guidance.
- Models REI's values and mission in all internal and external workstreams
- Extends expertise and best practices to other program managers and marketing teams
Required Qualifications
- Bachelor's degree required, MBA preferred
- 7+ years' experience in Marketing/Business Development
- 5+ experience in developing marketing plans & strategies in collaboration with partner teams.
- Experience building product collabs a plus
- Experience building new brands and/or managing marketing for private label brands a plus
- Experience in managing external vendors, partners, and relationships connecting to marketing programs.
- Experience working with content & creative teams including design and copywriting teams.
- Comfortable making decisions within approved budget and context.
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 towards this commitment and fulfill our brand promise of inspiring and enabling a life outside for everyone, we seek employees who demonstrate different ways of working, create a sense of belonging, and actively listen and learn.
Pay Transparency
We are committed to practices that promote pay equity and transparency. As required by applicable Pay Transparency laws, REI provides a range of compensation for roles that may be hired in locations under these requirements. Factors that may be used to determine your actual salary may include a wide array of factors, including: your specific skills and experience, geographic location or other relevant factors.
REI offers all regular employees a generous employee discount, access to health benefits, a retirement savings plan and accrued time off. Click here for a detailed overview of benefits plans by employee profile.
Pay Range
$98,300.00 - $157,400.00 per year
