Divisional VP, Brand Marketing at REI Co-op

I have a passion for creating stories and building mission-driven brands. At REI Co-op, I lead teams that architect and deliver our marketing strategies, brand and seasonal campaigns, content marketing, and brand channels: advertising, social media, and influencers.

Credentials and accolades include:

- Cannes Lions-winning creative and content at REI Co-op for #OptOutside and Force of Nature campaigns
- Deep expertise in communications, media and marketing channels supporting brands including Microsoft, Samsung, U.S. Army and Eddie Bauer
- Recipient: University of Washington Communication Leadership Award, Sundance Brand Storytelling Honor Roll, Content Marketer of the Year,
- Advisory board member at Brand Storytelling, the Brand-Foundation Alliance and Western Washington University journalism school
- Speaking events: Sundance, Association of National Advertisers, American Marketing Association, Content Marketing World, Outdoor Retailer, Seattle Interactive Conference

Here are some campaigns I have worked on during my time at REI. 

Every Trail Connects

Role: Campaign and content strategy

REI recognized that trails are a gateway to the outdoors from neighborhood backyards to National Parks backcountry. In a multi-year effort, we told the stories about how trails connect us to the outdoors and each other, and invited our members to help us invest in non-profit organizations that build and maintain trails in their communities.

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Force of Nature

Role: Campaign and content strategy

REI proclaimed that the outdoors should be the world's largest level playing field -- a statement focused on gender equality. The Force of Nature campaign included a $500,000 grant for outdoor women's organizations, an original study on gender equity in the outdoors, and an integrated branded content relationship with Outside Magazine, including print, digital, film and podcast. 

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OptOutside

Role: Campaign and content strategy

REI closed its doors on Black Friday and paid employees to take the day off and #OptOutside. The renown campaign trended on all U.S. social networks and attracted 6+ billion earned media impressions. The campaign won 9 Cannes Lions, including the Titanium Grand Prix. Over the past three years, more than 15 million people and 700 organizations have joined the movement.