Overview

This role drives REI's success by transforming and modernizing the Marketing Creative Operations function. As a strategic leadership role, it is responsible for redesigning the end-to-end Creative Operations system—people, process, technology, and governance—to scale content production with greater speed, consistency, and measurable business impact.

The Director identifies and implements technology-enabled solutions, including automation, workflow optimization, and AI-augmented production, to increase content throughput while protecting and elevating REI's brand expression.

As the primary Creative Operations leader and a key member of the Marketing Operations Leadership Team, this role defines the roadmap for scaling marketing content through modern production systems and intelligent automation. The Director builds AI fluency across teams, identifies high-impact opportunities for workflow transformation, and partners closely with Marketing and Technology leaders to deliver measurable gains in speed, quality, efficiency, and governance.

This leader champions REI's culture and co-op values, ensuring modernization strengthens—not dilutes—our brand, teams, and member experience, while modeling responsible technology adoption and leading change in a way that builds trust, capability, and long-term organizational resilience.

Responsibilities and Qualifications

• Lead the modernization of Creative Operations across Media Studio, Print Production, Content Acquisition, and Product Copy—driving faster, higher‑quality, and more scalable content production.
• Identify, pilot, and scale AI and automation solutions that reduce manual work and increase throughput (e.g., content generation, image optimization, metadata tagging, quality control, and video workflows).
• Establish a clear operating model for AI‑enabled creative production, including governance, guardrails, and responsible adoption standards.
• Oversee end‑to‑end production delivery across digital, print, in‑store, and member communications, ensuring on‑time and on‑brand execution.
• Standardize workflows, templates, production specifications, and asset management practices to improve quality, speed, and cost efficiency.
• Partner closely with Marketing, Creative, Marketing Technology, and IT leaders to implement tools and platforms that enable modern creative production.
• Manage agency and vendor relationships, budgets, and performance—balancing efficiency with creative excellence.
• Build, lead, and develop high‑performing teams while championing REI’s values, culture, and commitment to responsible change.

Qualifications:

Required

• 8+ years of leadership experience in creative operations, marketing production, digital workflows, e Commerce, or related environments.
• Proven success leading large, cross‑functional teams and complex, multi‑channel marketing initiatives.
• Experience building and scaling high‑performing organizations (25+ employees).
• Strong expertise in creative production workflows, digital asset management, and production technologies.
• Demonstrated ability to manage budgets, forecast resources, and optimize operational spend.
• Proficiency with Adobe Creative Cloud and modern digital production tools.
• A leadership style grounded in trust, collaboration, accountability, and continuous improvement.

Preferred

• Experience in creative production, digital programs, DAM, print/pre‑media, or e Commerce environments.
• Background managing photo or video studio operations.
• Knowledge of digital asset rights, content governance, and production compliance.
• Experience leading workflow modernization, automation, or operational transformation initiatives.

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

$140,300.00 - $238,600.00 per year

• Lead the modernization of Creative Operations across Media Studio, Print Production, Content Acquisition, and Product Copy—driving faster, higher‑quality, and more scalable content production.
• Identify, pilot, and scale AI and automation solutions that reduce manual work and increase throughput (e.g., content generation, image optimization, metadata tagging, quality control, and video workflows).
• Establish a clear operating model for AI‑enabled creative production, including governance, guardrails, and responsible adoption standards.
• Oversee end‑to‑end production delivery across digital, print, in‑store, and member communications, ensuring on‑time and on‑brand execution.
• Standardize workflows, templates, production specifications, and asset management practices to improve quality, speed, and cost efficiency.
• Partner closely with Marketing, Creative, Marketing Technology, and IT leaders to implement tools and platforms that enable modern creative production.
• Manage agency and vendor relationships, budgets, and performance—balancing efficiency with creative excellence.
• Build, lead, and develop high‑performing teams while championing REI’s values, culture, and commitment to responsible change.

Qualifications:

Required

• 8+ years of leadership experience in creative operations, marketing production, digital workflows, e Commerce, or related environments.
• Proven success leading large, cross‑functional teams and complex, multi‑channel marketing initiatives.
• Experience building and scaling high‑performing organizations (25+ employees).
• Strong expertise in creative production workflows, digital asset management, and production technologies.
• Demonstrated ability to manage budgets, forecast resources, and optimize operational spend.
• Proficiency with Adobe Creative Cloud and modern digital production tools.
• A leadership style grounded in trust, collaboration, accountability, and continuous improvement.

Preferred

• Experience in creative production, digital programs, DAM, print/pre‑media, or e Commerce environments.
• Background managing photo or video studio operations.
• Knowledge of digital asset rights, content governance, and production compliance.
• Experience leading workflow modernization, automation, or operational transformation initiatives.

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.