Job Description

  This position leads and manages the performance marketing programs at REI including programs such as paid search, shopping, product listing ads, data feeds, social advertising, and affiliates. Responsibilities include management of performance marketing program managers and developing the strategy for performance marketing programs as it relates to REI’s overall digital marketing strategy. Responsibilities also include management of performance marketing program budgets, fostering cross team collaboration, developing partner relationships, vendors, optimization/analysis, program calendar, execution processes and resource allocation. Team leadership, people management, coaching and development are an integral part of the role. 

This job is critical to the development of REI’s overall marketing strategy. The position reports to the Director, Performance Marketing and Analytics and aligns with REI’s strategic growth area in the areas of new customer acquisition, membership, and sales.

Leading the Way (team leadership, coaching and development responsibilities for this “manager of staff”)

• 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.
• Establishes and maintains visibility within the department.
• Monitors programs performance, reports trends, variances and issues, and takes appropriate action.

Your Planning & Navigating Requirements

• Lead, collaborate, develop and effectively communicate performance marketing plans that support REI’s sales goals. Including strategies for search engine marketing, social advertising, and affiliate marketing.
• Drive collaboration with cross-divisional teams to develop campaign support of performance marketing strategies and tactical implementation.
• Evolve and manage relationships with REI’s performance marketing vendors and partners. Evaluate and optimize performance marketing opportunities, screen and identify potential partner opportunities, and provide recommendations for such partnerships.
• Lead the management of the performance marketing program budgets. Manage allocation of budget to marketing programs, tools, consulting, and other areas. Manage invoicing, billing, accruals and fraud detection processes.
• Develop and maintain performance marketing infrastructure that supports the evolution of program and business needs. Define and manage marketing program calendar and execution processes. Process definition includes clear descriptions of inputs, internal hand-offs, outputs, and timelines. Process execution management involves regular actions that feed the delivery of key success metrics (example: Is marketing creative for social selling programs being delivered on-time?).
• Lead and manage daily analytics, optimization and implementation of performance marketing programs to achieve successful and flawless execution.
• Communicate program results, making strategic adjustments to budget allocation and program strategies based on results and in accordance with REI's sales plans.
• Facilitate empowerment and growth of direct reports. Own performance management & progress reviews. Own coaching, development and regular feedback.

The 10+ Essentials (the minimum knowledge, skills and abilities necessary to perform the job)

• 5+ years’ experience in Direct Response and Pay-per-click Digital Marketing.
• 3+ years direct supervisory experience required within the context of current
• e-commerce models.
• 3+ years marketing analysis experience. A solid record of using web metrics, online media test methodology, and optimization strategies.
• Experience developing marketing plans and strategies in collaboration with partner teams.
• Experience managing external vendors, partners, and relationships connecting to marketing programs.
• Experience in process management, and working with technical teams on toolset/feature development.
• Experience working with content & creative teams including design, web production, and copywriting teams.
• Experience managing a large budget (>$20M) across multiple media and vendor outlets. Comfort in making decisions within this budget and impact context.
• Proven track record developing program plans that meet/exceed goals and managing program budgets.
• Ability to assess important market requirements and opportunities and identify competitive opportunities.
• Uses business knowledge, innovative thinking, and sound judgment in the solution of problems or the pursuit of business opportunities.
• Considers the ultimate impact of decisions and actions on internal and external customers.
• 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.
• Builds capacity of individuals and teams through effective employee development, involvement, communication, and supervision efforts.
• Creates a strong mutually supportive work spirit and culture where people can do their best.
• Establishes trust and inspire others.
• Makes effective organization and people decisions in a manner consistent with REI's values and ethics.
• Delivers on commitments and hold others to same.
• Champions the team and advocates solutions in the overall company's best interest.

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.  

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