The Vice President (VP), Communications leads the development and execution of our strategic internal and external communications strategy across our 15,000+ employees and 25 million members to enhance brand reputation, drive customer and employee engagement, evolve the brand through earned media, and strengthen relationships with key stakeholders.  Reporting to the to the Chief Marketing Officer, the VP of Communications is responsible for corporate messaging, media and media-adjacent influencer relations, crisis management and internal communications and events to ensure a consistent and compelling brand voice across all channels.  This pivotal leadership role demands an innovative mindset to deliver cohesive, strategic, and impactful communication both internally and externally, thereby enhancing the co-op’s reputation in the outdoor industry and beyond.  

Leading the Way (Team leadership and Development)

• As a member of the Co-op’s leadership team, they will develop a deep understanding of the Co-op’s strategies and priorities and broadly support their execution.
• Leads and mentors a high-performing communications team, including PR, and internal comms and events specialists.
• Cultivates a culture of excellence within their team, focusing on service, quality, and innovative thought leadership.
• Proactively identifies leadership needs and provides development paths to provide a deep pool of capable, high-performing future leaders.
• Collaborates effectively cross-functionally including with HR, Legal, and Marketing to ensure alignment across all messaging.
• Monitors and drives employee engagement across their organization and develops strategies/tactics to address opportunities and issues.
• Purposefully role-models and promotes our Values in Action and Leadership Behaviors in their everyday interactions.
• Creates a culture of high-standards and continuous improvement in their organization.
• Sets a high bar for their organization for expectations around strategic thinking, bias for action, accountability, and high performance.
• Effectively manages budgets for PR campaigns, media engagements, communication tools etc.

Your Planning & Navigating Requirements (Job Responsibilities)

Corporate Communications & Brand Messaging:

• Develops and implements a comprehensive corporate communication strategy aligned with business goals integrating REI’s Mission and Values in Action into all communication materials and relationships.
• Directs media strategies by implementing media plans; communicating and clarifying strategy for senior leadership.
• Drives multifaceted communication campaigns encompassing organizational storytelling, public relations, and reputation management.
• Implements executive communication best practices across all channels; supports executive leadership in crafting speeches, presentations, and public statements.
• Develops strategies to ensure engagement for senior executives by developing thought leadership platforms; monitoring and identifying business, social, and communications trends.
• Manages relationships with key agency partners to bolster the REI brand and achieve communication goals.
• Develops and refines communication channels, tools, and platforms that effectively convey key messages and updates from leadership, maintaining the organizational voice both internally and externally.

Public Relations & Media Relations:

• Sets and drives the overarching earned media and public relations strategies to enhance brand visibility and reputation.
• Leads national and local public relations efforts, cultivating relationships with top-tier media and executing proactive PR strategies.
• Builds and maintains strong relationships with media, influencers, and industry analysts.
• Serves as the company’s spokesperson for major initiatives, product launches, and industry events.
• Develops press releases, media statements, and crisis response plans.
• Prepares executives for media opportunities.
• Partners with government affairs to design strategic communication support that advances advocacy agendas.

Crisis Communication & Reputation Management:

• Develops and implements crisis communication strategies to proactively address negative media coverage.
• Monitors social media and news for potential risks and responds proactively.
• Trains executives and fleet leaders on crisis communication protocols.
• Mitigates the risk around the use of communication materials and tools.

Internal Communications & Employee Engagement:

• Develops and executes a comprehensive internal communications strategy that informs, inspires and connects employees including. for the implementation of key initiatives and the change management strategies to ensure the success of these initiatives.
• Leads the execution of our signature employee events including Anderson Awards, Leadership Award Event and Leadership Conference.
• Collaborates with marketing teams to enhance customer engagement through storytelling and brand narratives.
• Supports regional leaders in handling issues such as crisis communication and reputation management.
• Works with cross divisional partners to create communication strategies for co-op employees, including training updates and company news.
• Oversees Co-op News, town halls, and leadership communications.
• Engages with cross-functional leaders to align priorities and address any roadblocks.

Professional Qualifications and Experience

• Bachelor’s or Master’s degree in Communications, Public Relations, Marketing, or a related field.
• 15+ years of experience in corporate communications, public relations, or media relations, preferably in the retail or consumer goods industry with 5+ years of leadership at a senior leader level.
• Demonstrated success in creating and executing large-scale communications programs and ecosystem campaigns for national brands.
• Deep experience in labor and union communications in a complex multi-stakeholder environment.
• Experience in developing and leading teams to execute both external and internal communications strategies.
• Proven track record of working at the executive level and effectively counseling leaders on communications strategies and opportunities.
• Proven skills in strategy development, crisis communication, and relationship management.
• Proven track record of successfully managing multi-stakeholder programs as well as media, internal communications, partner agencies, and executive communications programs.
• Strong understanding of customer-centric communication and a retail disbursed workforce; union experience a plus.
• Experience handling high-profile public relations crises and reputation management.
• Strong writing, storytelling, and presentation skills.
• Knowledge of omnichannel retail communication strategies, including digital, social, and in-store messaging.
• Strong relationship-building skills and experience working closely with senior executives and cross-functional partners to influence strategic agendas and operationalize key strategic initiatives.
• Uses business knowledge, innovative thinking, and sound judgment in the solution of problems or the pursuit of business opportunities.
• Role model for our Diversity, Equity, Inclusion and Belonging efforts. Proven success at building and working as part of a diverse and inclusive team.
• A commitment to embodying and promoting REI’s Mission and Values in Action.
• Adept at translating abstract concepts into clear communications strategies.
• Ability to travel as required.