Senior Program Manager, Local Marketing Brand Experience

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Senior Program Manager, Local Marketing Brand Experience

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Posted Date 01-27-2023 Job ID 26854 Job Function Marketing REI City Seattle REI State Washington REI Location Seattle HQ Remote Eligible Yes Please visit the Covid-19 Hiring Updates before applying What's cool about this job REI is committed to becoming a fully inclusive, antiracist, multicultural organization. To fulfill our brand promise of enabling a life well-lived outside for everyone, we are seeking candidates who demonstrate shared values of diversity, equity, inclusion, and antiracism. The Senior Program Manager, Brand Experience is an integral part of REI’s Local and Inclusion Marketing Team and will lead the development of scalable local marketing programs that increase REI brand awareness and engagement with new customer segments in local communities. This position, as part of the Brand Experience group, plays a vital role driving the support of regional marketing teams’ programs and events by developing processes, efficiencies, and tools to elevate program strategy and tactics, and advance business impact. (Local marketing activities include events, community partnerships, brand partnerships, local government affairs, and other culturally relevant brand engagement programs that attract new customers, drive membership, and connect Co-op values to local communities.) In addition to supporting regional teams’ programs, the Senior Program Manager will also play a lead role in strategic direction and planning of national event activations in local markets, partnering closely with internal and external partners in the planning, execution, and analytics involved in making national events and partnerships come to life in local communities and stores. This role reports to the Manager of Brand Experience, Local Marketing, and will be essential in the leadership and coaching of Brand Experience Program Managers and Specialists. The ideal candidate is:

• A problem-solving strategic marketer who is customer-centric, understands the value of community relationships, relevant experiential marketing, and connecting our brand to local communities in an authentic and relevant way
• Adept at diving into data and insights to provide strategic direction for the future state of local programs, tactics, and measuring the impact of our work. This role requires the ability to envision and work toward future frameworks while staying on top of details involved in developing those frameworks, all with stellar organizational skills to keep projects moving and deliverables on track
• A master at relationship building, partnering closely with several cross-divisional partners across the Co-op including Partnerships, Integrated Marketing, Owned and Paid Marketing Channels, Creative, Memberships, Retail Operations, Merchandising, and more

Responsibilities include, and are not limited to the following:

• Develop strategic marketing approach to planning and execution of national events at the local level that drive awareness, traffic, member retention and acquisition
• Create standardized local marketing programs within main customer activities (Run, Cycle, Camp, Hike) that can be executed at scale, across local communities in 7+ regions. This includes developing appropriate creative assets, tactics, guidelines, and the framework for variables for local relevancy.
• Establish ways to measure impact of local programs including designing tools with appropriate data, and working with applicable cross-functional teams
• Provide analysis of results, evaluating effectiveness of strategy, tactics, and program performance. Identify areas of opportunity to gain efficiencies and improve program KPIs.
• Collaborate with strategic external vendor and brand partners and internal Partnerships team to identify, prioritize, and plan local marketing support of partner initiatives
• Partners with cross-divisional partners to serve as expert and resource to the local marketing team on integrated marketing plans including GTM plans, seasonal initiatives, brand campaigns, and enterprise priorities
• Accountable for building, forecasting and tracking budget line items
• Manage projects start to finish including cross-divisional planning, execution, ROI analysis and recaps

Bring your passion and expertise Required Skills and Experience

• 7+ years’ strategic marketing experience
• Bachelor’s degree
• Experience managing marketing programs from concept to execution, including working directly with paid and owned marketing channels, content, creative and production teams
• Experience managing external partners or vendors to develop integrated marketing strategies and programs
• Experience developing ROI analysis and measuring impact through marketing KPIs
• Experience managing a large budget across multiple media and vendor outlets. Comfort in making decisions within this budget, understanding impact on other lines of the business, bid management, budget development and forecasting
• Experience in process management, and working with technical teams on toolset/feature development
• Experience utilizing customer insights for decision-making
• Proven track record as trusted advisor to key stakeholders and senior level management.
• Experience acting as a mentor and leader to fellow colleagues and business partners.
• Excellent communications skills & leadership presence.
• Self-driven with a strong sense of accountability, can-do attitude, composure and managing through ambiguity
• Expert skill level with MS-Office Tools: Excel, PowerPoint, Word, Access

Preferred Qualifications

• Experiential marketing or event experience
• People management experience
• MBA

REI hires, trains, and promotes regardless of race, religion, color, national origin, sex, disability, age, veteran status, and other protected status as required by applicable law. We remain deeply committed to making the Co-op a place where everyone can feel safe and be themselves. Join us. #LI-BS1 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. The pay for this role is: $96400 - $154300 per year . At REI we offer an enviable work environment that Fortune Magazine has recognized on the "100 Best Places to Work" list since the award's inception – 23 years in a row! Sure, we work hard, but it’s balanced with time off to play—a strategy that works for us as we continue to grow and thrive. Want to enjoy a workplace where you can be yourself, be heard and be respected while having a job that challenges you? This is the place. With more than 160 retail locations (and growing), REI offers unique competitive benefits to its more than 15,000 employees, including healthcare, gear and apparel discounts, free equipment rentals and challenge grants to help employees reach personal outdoor goals, generous retirement plan contributions, public transit subsidy, adoptions assistance, paid sabbaticals, and more. REI is an Equal Opportunity Employer Posting Range $96400 - $154300 per year Apply Back to job search

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