Director, External Communications

As REI’s director of External Communications, you are part of the team responsible for driving awareness with employees and the public, helping the world see that time outside is fundamental to a life well-lived—and that REI Co-op can help them get there. The Co-op Communications team is responsible for shaping and telling holistic, integrated enterprise stories, helping the co-op find the leading edge of its voice, keeping employees at the center of everything we do and protecting REI’s brand reputation. We serve the co-op’s more than 17,000 employees and 23 million members. Your role in communications helps drive the business, build trust and confidence in the co-op and its leaders, and inspires the co-op community. Plus, you get to showcase the coolest products, experiences and people along the way.

As director of External Communications, you will have an outstanding track record in the craft of public relations and company communications as you will be central to the design and execution of strategic brand engagement efforts across disciplines. In this highly collaborative role, you will lead REI’s earned media strategy and help bring the co-op’s purpose to life through strategic, creative and operational leadership.

You will lead the team responsible for developing and implementing proactive and defensive external communication strategies and initiatives that reinforce REI’s brand, impact and inclusion work, business goals and industry/community leadership. You will oversee issues and crisis, brand PR and proactive identification of topics of emerging importance to the co-op and its employees and members and you will serve as a key counselor to REI’s most senior leaders in your oversight of external executive positioning.

You will develop strategies in collaboration with multiple internal and external partners, including creative, government affairs, community investment, sustainability, HR, employer brand, marketing, digital, content and other cross-divisional leaders. Advanced integrated planning, team leadership and program management skills are vital. You will formulate annual goals and budgets for REI’s External Communications initiatives, while aligning with internal communications. You will play a central role in the co-op’s impact strategies as an advocate and spokesperson. You will measure divisional performance against group and company performance indicators and exemplify REI’s values.

Your Planning & Navigating Requirements

• Plays a leading role in cross-divisional engagement strategies which draw together multiple disciplines spanning the creative to operational spectrum; a natural integrator and inspiring convener.
• Develops and implements a concrete and specific annual communications strategy that directly supports the co-op’s and the division’s 3-year strategies. Sets direction for and approves annual and opportunistic insights-driven communication and publicity plans, success measures and planned resource deployment.
• Leads external executive positioning and thought leadership and serves as the media relations lead for proactively positioning, training and supporting senior-most executives on key strategic issues and opportunities.
• Leads positioning and development of integrated communications strategies and initiatives with internal and external partners, including alignment with creative, merchandising and Co-op Brands, membership and marketing partners on complementary communication strategies. Has a direct working relationship with the co-op’s brand and marketing leaders. Owns development and accountability for earned media strategy and KPIs within REI’s integrated brand marketing strategies.
• Negotiates and sets cross-divisional strategy and resource allocation for communications efforts and ensures that communications maximize value to the company while protecting and enhancing REI’s brand and reputation.
• Ensures clarity and mutual understanding of issues of consequence among REI stakeholders with the goal of creating mutually beneficial outcomes for all parties.
• Positions the co-op effectively in response to issues, opportunities and threats and is proactive in efforts to guide business actions that reflect REI’s values and key stakeholder expectations. Designs and delivers clear and consistent messages that address the communication needs and requirements of stakeholders.
• Tracks, analyzes, reports and recommends actions to company leadership on emerging trends and issues of consequence to the company’s reputation and brand. Addresses or elevates issues as necessary and garners appropriate support for action plans and responses.
• Ensures that the company’s crisis communication process and protocols are adequate, consistent and regularly tested. Ensures divisional alignment, appropriate oversight and integration with the co-op’s emergency management protocols and necessary policy, technology and resource support. Serves as the lead communications consultant on significant communication challenges and reputational issues.
• Evolves communication strategies and develops the team’s competency to ensure REI is well positioned to maximizing its effective with owned, earned emerging communication channels, methods and media.
• Provides strong team leadership for staff in the performance of their duties, including the development and articulation of clear strategies and goals, leadership development within the group’s staff and on-going counsel and coaching.
• Drives operational efficiencies in all areas of responsibility to maximize the team’s contribution to REI’s goals.

• 12+ years of experience in corporate communications, public relations/public affairs with at 7+ years supervising other professionals.
• Exceptional media relations skills with proven experience of positive results from working with national-level press.
• Demonstrated track record of employing exceptional judgment in decision-making and all working relationships. Demonstrates strong emotional intelligence in interactions, negotiations and communications.
• Demonstrated record of success in development, alignment and deployment of business and communications strategy. Proven ability to develop short and long-term implementations.
• Ability to work well under the pressure of deadlines, unpredictability and on multiple priorities.
• Experience with budget development, management and resource allocation
• Proven experience in counseling and influencing senior executives
• Exceptional analytical skills, proven experience as problem solver and excellent negotiator
• Expertise in both traditional and emerging media and communications; technology savvy and demonstrated practical experience working with new media and internet communications.
• Communications experience in large, multi-store retail or service organization.
• College degree or equivalent professional experience in the field.
• Excellent oral and written communication skills; group presentation skills required
• Proven leadership and supervisory abilities in a complex organization and proven experience as a people manager with skills in leadership development, mentoring and supporting exceptional employee performance
• 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 inspires others.
• Makes effective organization and people decisions in a manner consistent with REI's values and ethics.
• Delivers on commitments and holds others to same.
• Champions the organization and advocates solutions in the overall Company's best interest.
• 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/stakeholders/members
• Fosters change in company direction.
• Effectively plans and executes changes.

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.