Senior Program Manager, Marketing – Membership at REI

Overview

This role contributes to REI’s success by shaping and advancing the marketing strategy for REI’s membership program. This ensures the value of being an REI member is clear, compelling, and differentiated. Through strategic marketing plans, this role strengthens awareness and participation in member benefits. It reinforces member value, and fuels member growth, engagement, retention and long-term loyalty.

The Senior Program Manager for Membership Marketing owns end-to-end development of annual marketing strategies and plans. This is inclusive of marketing performance management. The position serves as the strategic marketing lead and thought partner to REI’s Membership Program team. They will translate membership priorities and initiatives into insights-led loyalty marketing strategies and plans, working in close partnership with all owned, earned, and paid marketing channels.

The position is in the Partnerships, Content & Community marketing team and operates with a high degree of autonomy and influence, contributes to defining direction at the department level, and drives complex, cross-functional work. The role requires proven strategic marketing judgment, operating through ambiguity, and the ability to manage cross-divisional work and drive new process without direct authority.

Keys to success include the ability to:

• Link enterprise strategy to strategic member‑facing moments and experience
• Manage engagement, retention and growth priorities in how membership is marketed
• Synthesize membership and marketing insights into clear strategic marketing direction
• Drive cross‑functional alignment and marketing execution

Membership Marketing Strategy & Planning:

• Develop and own the integrated marketing strategy and plan for the REI Membership program, including key member engagement moments, benefits and value storytelling, test-and-learn and experimentation
• Translate experimentation results into scaled marketing strategies
• Utilize segmentation and personalization (i.e., behavioral segmentation, cohort strategies, personalization at scale across channels) to craft strategies
• Leverage loyalty and membership program trends, benchmarks, and best practices, combined with enterprise priorities to shape clear member‑first narratives that articulate the value and relevance of REI membership;
• Evolve how REI communicates member value; Partner with campaign and marketing channel teams to ensure membership priorities are effectively represented within membership and other marketing campaigns as well as always‑on channels

Cross-Divisional Leadership and Partnership:

• Serve as the primary marketing partner to Membership Program team and applicable collaborators
• Act as the marketing organization’s authority on membership and membership marketing, educating, partnering with, and aligning contributors and managers across the organization
• Drive cross‑divisional planning with Marketing campaign and channel teams.
• This includes Lifecycle, Paid Media, Email, Social, Content, Creative, PR, Local Marketing, and Store Operations
• Influence strategy and execution through exceptional relationships, data‑backed insights, and clear recommendations

Performance, Measurement & Optimization:

• Partner with Membership program, Analytics and marketing channel teams to define success metrics
• Manage marketing performance analysis with channel inputs; own recaps, synthesizing results into clear insights and optimization recommendations
• Partner with channel teams to recommend and deploy test-and-learn approaches to improve effectiveness of membership messaging

Leadership and Influence:

• Act as a trailblazer and best practice technician in membership marketing strategy and cross-functional partnership. Innovate for solutions to problems that may arise with little to no guidance
• Drive new or improved processes, templates, and ways of working that increase clarity, efficiency, and impact
• Models REI’s values and mission in all internal and external workstreams
• Extends expertise and best practices to other program managers and marketing teams

Responsibilities and Qualifications

• 7+ years’ experience in Marketing; experience in retail or other loyalty or membership marketing a plus.

• 5+ experience in developing marketing strategies and go-to-market plans in partnership with cross-divisional teams.

• Bachelor’s degree required, MBA preferred.

• Experience leveraging owned, earned, and paid marketing channels, including optimization in partnership with marketing channel owners.

• Experience working with content & creative teams including design and copywriting teams.

• Demonstrated comprehension of and application of consumer behavior and insights to daily work.

• Knowledge of member behavior a plus as part of a membership or subscription program

• Proven track record of innovative thinking, and sound judgment in the solution of issues or the pursuit of business opportunities.

• High level of influence and strategic insight for key program initiatives and strategies; proven track record as credible advisor to key collaborators and senior level management.

• Excellent communications skills & leadership presence; experience acting as a mentor to fellow colleagues and business partners.

• Self-driven with a sense of accountability, can-do attitude, composure and managing through ambiguity.

• Adept skill level with MS-Office Tools: Excel, PowerPoint, Word

ClosingAt 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

• 7+ years’ experience in Marketing; experience in retail or other loyalty or membership marketing a plus.

• 5+ experience in developing marketing strategies and go-to-market plans in partnership with cross-divisional teams.

• Bachelor’s degree required, MBA preferred.

• Experience leveraging owned, earned, and paid marketing channels, including optimization in partnership with marketing channel owners.

• Experience working with content & creative teams including design and copywriting teams.

• Demonstrated comprehension of and application of consumer behavior and insights to daily work.

• Knowledge of member behavior a plus as part of a membership or subscription program

• Proven track record of innovative thinking, and sound judgment in the solution of issues or the pursuit of business opportunities.

• High level of influence and strategic insight for key program initiatives and strategies; proven track record as credible advisor to key collaborators and senior level management.

• Excellent communications skills & leadership presence; experience acting as a mentor to fellow colleagues and business partners.

• Self-driven with a sense of accountability, can-do attitude, composure and managing through ambiguity.

• Adept skill level with MS-Office Tools: Excel, PowerPoint, Word

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.