VP, Digital

REI (Recreational Equipment Inc.)•Seattle, WA

About The Position

The VP, Digital serves as the general manager and channel lead for REI’s ecommerce business, owning end-to-end performance of the digital channel across revenue growth, profitability, customer experience, and operational execution. This leader is accountable for setting the strategic direction of the Co-op's digital experience as well as the ecommerce P&L and delivering results consistent with an industry-leading omnichannel retailer. This leader sets the strategic direction for the Co-op’s digital channel, with full accountability for the ecommerce P&L and delivering results consistent with an industry-leading omnichannel retailer. Leading a large, cross-functional organization, the VP, Digital will drive the continued evolution of REI’s digital experience—placing the customer at the center while advancing a business model that delivers both customer and commercial impact. This role oversees site merchandising, digital marketing, site operations, analytics, product management, and user experience, ensuring the digital experience is brand-right, relevant, seamless, and built to scale. As a true business owner, the VP, Digital partners across Merchandising, Supply Chain, Marketing, Technology, Finance, and Retail to unlock sustainable, enterprise-wide growth. This is a pivotal leadership role at a moment of transformation, with the opportunity to shape the future of digital at REI and play a central role in delivering on the Co-op’s long-term growth strategy.

Requirements

15+ years of progressive ecommerce leadership experience, with ownership across merchandising, marketing, UX, analytics, operations, and product strategy at scale.
Proven experience leading an ecommerce business with full P&L accountability, delivering growth, margin expansion, and operational performance.
Demonstrated ability to balance creative customer experience design with data-driven commercial outcomes.
Proven ability to set vision and strategy, translate into execution, and lead cross-functional teams to deliver results.
Deep understanding of digital retail economics, customer behavior, and modern ecommerce platforms and technologies.
Strong track record of influencing and leading in complex, matrixed organizations.
Experience building, developing, and retaining high-performing leadership teams.
Builds an inclusive, high-performing culture where teams can do their best work. Exercises sound judgment, synthesizes diverse inputs, and makes informed, high-quality decisions.
Leads and executes complex organizational change in a dynamic, fast-paced environment.

Nice To Haves

Experience in omnichannel retail, ideally within apparel, gear, or consumer-facing categories.
Familiarity with purpose‑driven or values‑led brands operating at national scale.

Responsibilities

Operates as the general manager and channel leader for ecommerce, setting a clear vision, priorities, and accountability tied to growth, profitability, and customer outcomes.
Builds and leads a high-performing, inclusive organization across merchandising, marketing, operations, analytics, product management, and UX.
Cultivates a culture of customer obsession, accountability, and continuous learning aligned with REI’s values.
Coaches and develops leaders to deliver results while balancing speed, rigor, and strategic insight.
Establishes clear decision rights, operating rhythms, and ways of working across teams.
Serves as a visible, trusted enterprise leader, driving alignment and high-impact outcomes.
Ensures adherence to legal, ethical, operational, and financial standards while thoughtfully managing risk.
Owns the end-to-end digital strategy and roadmap, translating enterprise priorities into channel plans that drive revenue growth, margin performance, and differentiated customer experiences.
Leads ecommerce as a P&L owner, identifying and activating levers to improve commercial outcomes in partnership across the enterprise.
Drives go-to-market strategies across site merchandising, digital marketing, and content in close partnership with Marketing and Merchandising leadership.
Owns the digital product roadmap, prioritizing initiatives that improve conversion, elevate the brand experience, and enhance the customer journey.
Leads personalization strategy, embedding a test-and-learn mindset while defining a long-term vision for customer experience and capabilities.
Establishes best-in-class analytics and performance management, using data and experimentation to inform decisions and drive continuous improvement.
Defines ecommerce operating priorities in partnership with Supply Chain, Merchandising, Marketing, and Retail to enable seamless omnichannel execution.
Leverages customer insights and monitors the competitive landscape to identify opportunities, risks, and strategic actions.
Builds strong cross-enterprise partnerships to ensure priorities are well understood, resourced, and effectively executed.