Sr Membership Strategist

Overview

This job contributes to REI’s success by developing strategy for co-op membership, including complex program design, initiatives and/or lines of business. Membership strategies include articulation of business objectives, target customer, positioning, membership model best‑practices, KPIs and program mechanics to serve as a foundation for decisions on new, enhanced, or retired program benefits. This position influences work across the enterprise and provides tools for execution to teams including Integrated Marketing, Digital, Retail, Sales & Customer Service, and others to ensure all customer‑facing touchpoints reinforce the strategy.

• Develops membership program strategy across diverse program elements to deliver the vision of co‑op membership and support REI’s business objectives. Includes evaluation and analysis of existing program mechanics as well as new feature exploration, innovation and iterative test and learn.
• Serves as a subject matter expert in membership strategy and may consult with other cross‑divisional partners.
• Contributes to annual co‑op membership strategy.
• Collaborates with Customer Insights to identify member/prospect research needs, analyzing and applying those insights to ongoing strategy development. Builds an in‑depth understanding of the member and broader industry landscape, drawing on research, syndicated research, internal analytics, and desktop research. Works with business partners and Customer Insights to define member/prospect problems to solve and articulate member/prospect need states, jobs to be done and mindsets as part of developing strategy.
  
  Continues to seek new customer insights to learn and improve the membership strategy.
• Oversee program management of membership programs and projects, ensuring they are executed efficiently and effectively. This includes planning, coordinating, and monitoring programs/projects, managing budgets, and ensuring alignment with goals.
• Works cross‑functionally to gather feedback, build shared goals, and achieve alignment on evolving membership program strategy, mechanics, and operations.
• Provides thought leadership and defines best practices which contributes to overall Co‑op success.
• Collaborates closely with partner teams to bring insights and strategy to life in clear, compelling and tangible ways in order to further organizational progress against opportunity areas.
• Evangelizes both membership strategy process and specific strategies across the organization. Demonstrates excellent written and oral communication skills.

• 7+ years in a membership or loyalty program strategy or design role.
• 3+ years’ experience in developing membership strategies in a cross‑functional, enterprise model.
• BA in Business, Marketing or related field, MBA preferred.
• Strategic thinker who can translate complex issues into simple principles to drive engagement and growth.
• Proven success in building membership program mechanics that drive awareness, conversion, engagement and retention. Experience working in human‑centered design processes using integrated teams. Solid analytical skills.
• Working knowledge of consumer insights, experience commissioning insights work, interpreting and applying customer insights findings. Ability to identify customer needs and draft strategies and plans that deliver on those needs.
• Program management experience including executing complex strategies, programs, or projects.
• Strong presentation and persuasive speaking skills. Storytelling and presentation skills. Able to distill complex information into compelling presentation materials to effectively communicate vision, objectives and strategies with cross‑divisional peers, team members and leaders.
• Demonstrated leadership skills working across a complex set of stakeholders and looks for ways to influence cross‑functionally.
• Member/customer advocate who considers the ultimate impact of decisions and actions on internal and external customers.

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 –…