VP, Digital

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.

Leading the Way

• 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.

Your Planning & Navigating Requirements

• 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.

Required Qualifications

• 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.

Preferred Qualifications

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

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 – that each employee brings unique skills, experiences, and perspectives. Every day you are driving change, fostering a culture of respect, and knowing you're backed by benefits that support your whole life. To work towards this commitment and fulfill our brand promise of inspiring and enabling a life outside for everyone, we seek employees who demonstrate different ways of working, create a sense of belonging, and actively listen and learn.

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.