Senior Program Manager, Marketing – Membership

REI (Recreational Equipment Inc.)•Seattle, WA

About The Position

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. These will impact 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

Requirements

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

Nice To Haves

experience in retail or other loyalty or membership marketing a plus.
MBA preferred.
Knowledge of member behavior a plus as part of a membership or subscription program

Responsibilities

Develop and own the integrated marketing strategy and plans for the REI Membership program. This includes marketing approaches for key member engagement moments, benefits and value storytelling, and test-and-learn initiatives
Translate enterprise priorities and Membership program evolution into strategic, insights-led annual and quarterly marketing plans
Shape clear member‑first narratives that articulate the value and relevance of REI membership.
Evolve how REI communicates member value—meeting transactional benefits with emotional drivers of loyalty
Partner with campaign and marketing channel teams to ensure membership priorities are represented within membership and other marketing campaigns as well as always‑on channels
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
Supervise 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
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
Act as a pioneer in 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