Director, Brand Strategy

REI Seattle, WA

About the Job

What's cool about this job

This role contributes to REI's success by leading the enterprise wide function of Brand Strategy. This role will lead a high performing brand strategy team accountable for developing strategies related to enterprise brand. This includes ensuring product, marketing and communication initiatives reflect the brand strategy from inception to execution across all customer touchpoints and across the full product and services portfolio. This role will lead best practices of brand, marketing, and communications strategies across the organization, collaborating with leaders to shape strategies into action using array of tools and methodologies, quantitative and qualitative research; and by being a strong influencer amongst working teams and leadership.

The ideal candidate has a strong background in brand, positioning, consumer insights, and marketing communications strategy development and business acumen of multi-channel retail or related agency experience. From inception to final execution, this role will lead the charge in how the Co-op expresses its brand and communications creatively, and at the highest levels-both internally and externally. This role will be an advocate and leader in developing tools and educating others as we move forward on our journey to be a brand driven organization. Models and acts in accordance with REI's guiding values and mission.

  • Identifies and communicates key responsibilities and practices to ensure the organization promotes a successful attitude, confidence in leadership, and teamwork to achieve business results.
  • Supports the implementation of company programs, procedures, methods and practices to promote REI key messages.
  • Challenges and inspires employees to achieve business results.
  • Ensures employees adhere to legal and operational compliance requirements.
  • Oversees training and development of employees directly and indirectly managed and makes effective staffing decisions.
  • Conducts and ensures the completion of performance reviews. Provides coaching, direction and leadership support to employees in order to achieve department, company and customer results.
  • Leads and drives a strategic focus across diverse functions
  • Industry leader in understanding the landscape of the brand strategy discipline at multiple dimensions. Attuned to trends in the industry, assesses variances and issues, effectively convey impacts and recommend solutions.
  • Leads integrated, multi-channel marketing communications plans and strategies working with key partners across the Marketing, Retail and Digital
  • Leads and drives the strategy and stories/storytelling (including brand narrative, brand framework, value propositions, personality and naming) across the Co-op.
  • Leads focus on developing brand strategies by assessing insights, business priorities and goals.
  • Translates high level visions into an actionable strategic platform; creating a best in class strategic focus.
  • Possesses a deep understanding of research methods, both qualitative and quantitative to extract and synthesize insights and apply to initiatives.
  • Leads primary research efforts whether done internally or in partnership with outside consultants.
  • Leads and develops presentations, communications to serve as the base and foundation of implementing brand execution and expression at the enterprise-level.
  • Collaborates closely with creative teams to bring strategic insights to life in powerful and emotional creative expressions.
  • Provides thought leadership and defines best practices which contributes to overall Co-op success.
  • Partners closely with internal marketing and creative teams as well as cross-divisional business partners to bring positioning to life in powerful and emotional creative expressions.
  • Provides thought leadership and defines best practices which contributes to overall Co-op success.
  • Evangelizes both creative strategy process and specific insights across the organization.
  • Presents findings and actively manages cross-divisional alignment process.
  • Develops presentation models to drive alignment for creative expressions across and throughout the co-op.
  • Facilitates strategic work sessions with consumers, employees and senior leadership.


Bring your passion and expertise

  • 9+ years leading brand and marcom strategy function enterprise-wide team(s) or multi-channel retail or agency experience
  • 5+ years leading multi-disciplined strategy team including brand & marcom strategists
  • 3+ years of progressive leadership of 4+ person team
  • Demonstrated success as an effective strategic leader
  • Fluency in developing and directing multiple methods of qualitative and quantitative research; interpreting and synthesizing analysis for application across functions
  • Strong presentation, negotiation, influencing and persuasion skills at all levels
  • Strategic leader who can translate complex issues into simple principles to drive engagement and growth.
  • Demonstrated leadership skills working across a complex set of stakeholders and looks for ways to influence cross-functionally.
  • Demonstrable excellence in both written and verbal communication.
  • Deep understanding of user-centered design thinking.
  • Passion for great creative work and complex problem solving.
  • Degree preferred in related discipline: business, communications, marketing, advertising, sociology or related field.
  • Demonstrable cross-functional collaboration skills and interdisciplinary understanding.
  • Strong skills in presentation development
  • Actively participates and collaborates with others on one's own team and across REI for the achievement of business goals.
  • Flexible in one's viewpoints and positions in order to support the direction taken by others at REI.
  • Uses business knowledge, innovative thinking, and sound judgment in the solution of problems or the pursuit of business opportunities.
  • Consolidates information from various sources including feedback from others to reach sound decisions.
  • Considers the ultimate impact of decisions and actions on internal and external customers.
  • Works smart by setting effective work goals, establishing priorities, and planning well in order to produce quality work.
  • Executes effectively by using resources efficiently, meeting deadlines, and keeping others informed of work plans and progress toward goals.
  • Clearly conveys and accurately receives information by a variety of methods and in various situations.
  • Builds rapport with all kinds of people inside and outside the organization.
  • Acts upon opportunities and involves and influences others in the accomplishment of worthwhile organizational goals.
  • Challenges the status quo, champions change and influences others to change.