OverviewThe Program Manager leads all local brand engagement at the market level through demonstrated expertise of local customer insights, geography and the national REI Go TO Market strategy. This job contributes to REI’s success through the planning and delivery of Local Marketing programming including local events, sponsorships & partnerships; community building efforts + philanthropy, earned media + public relations, virtual programming, influencer relations, and local diversity inclusion practiceswithin their specific market. The Program Manager leads all recapping and reporting for the market, including internal storytelling. This role reports directly to the Regional Manager, Local Marketing ensuring all local marketing plans ladder to Regional Local Marketing objectives.
This role identifies, develops, and leads new and existing program opportunities and ensures program performance goals are met, including but not limited to: drive store/digital traffic, increased brand engagement, brand relevance & authenticity, customer lifetime value, new customer acquisition, word-of-mouth marketing, connecting Co-op-wide initiatives at a regional and market level, leading with impact and member retention.
- Local Market expert in Marketing initiatives and Engagement in the Seattle Area Market
- Leads the work of Market team to meet KPIs and evaluate ROI
- Creates and delivers local marketing & earned media plan to Local Marketing Market Manager
- Owns project management for the region while also being an individual contributor
- Collaborates cross-functionally and can navigate within a corporate marketing structure
- Owns local marketing calendar
- Builds and manages relationships with local partners
- Partners with local REI Experiences and Retail partners to deepen the engagement of local prospects and customers
- Reviews plans, performance results and improvements with the Regional Manager, Local Marketing
- Conducts financial estimates and monthly budget forecasting
- Ensures Experiences and Retail Store teams have marketing campaign details in a timely manner for effective execution for all programs
- Attends local events + activations as needed.
- Cultivates and leverages local media partnerships (i.e. news outlets, radio; social media) to promote REI’s expertise
- Builds and executes local support plan for national public relations communications
- Leads planning and execution of Market + project plans
- Builds and executes on the local marketing support plan for national vendor and/or partnership programs
- Collects feedback and evaluates ROI on programs to improve future performance
- Builds positive and beneficial relationships with Experiences, Retail and HQ partners to ensure buy-in and support of Local Marketing Programs
- Represents the Local Marketing team and communicates Local Marketing priorities during regular market stores visits
Responsibilities and Qualifications- 5 + years of experience in experiential marketing, word of mouth marketing, social media, digital marketing, community engagement, B2B partnerships
- B.A. in Business or Marketing or equivalent experience
- Prior experience with curating and implementing regional marketing programs, local earned media pitches, local community engagement programs, events and partnerships
- 3+ years developing marketing plans + creative briefs
- 2+ years of experience in managing budgets
- Ability and strength influencing, leading and collaborating with peers and remote groups to produce desired results
- Passion for preserving and recreating in the outdoors preferred
- Strong identification with REI’s customer service philosophy; ability to effectively resolve difficult customer issues
- Actively participates and collaborates with others on one’s own team and across REI for the achievement of business goals.
- Can create + lead a market plan and programming from start to finish: from strategy, to concept, to planning, to implementation, to reporting
- Executes effectively by using resources efficiently, meeting deadlines, and keeping others informed of work plans and progress toward goals.
- Acts upon opportunities and involves and influences others in the accomplishment of worthwhile organizational goals.
- Mid-level PC skills: Word, Excel, Outlook, SharePoint, Publisher.
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$76,407.00 - $122,226.00 per year
