I lead teams in marketing strategy, campaign management, brand advertising, product and vendor marketing, strategic partnerships, gift card and REI Mastercard marketing, social media and influencers, content marketing, channel strategy, films, podcast, and editorial.

Divisional Vice President, Brand Marketing

I lead our brand channel teams in social media, advertising, influencer, and content marketing.

Director, Brand and Content Marketing

I co-created REI Co-op Studios with my management team to contribute to the co-op's mission and strategies. Across films, podcasts, and editorial programs, we develop and produce stories that entertain, enrich and explore the power of time spent outside, while complementing the co-op’s broader climate and racial equity, diversity, and inclusion commitments. I developed the enterprise strategy and built the teams delivering on our mission to tell transformational outdoor stories.

Our key programs:
- Uncommon Path digital magazine exploring the intersection of the outdoors & culture 
- How-to library: Expert Advice product education and skills 
- Podcast network: Wild Ideas Worth Living, Camp Monsters, Wildfire, Hello Nature 
- Short and feature films, including The Dark Divide (2019), Spirit of the Peaks (2022) and forthcoming Space Oddity, Frybread Face and Me 

Acknowledgments:
- 2021 REI Expedition Ridgeline leadership cohort
- 2020 Sundance Brand Storytelling Honor Roll
- 2019 University of Washington Communication Leadership Award

Director, Content Marketing

- Led enterprise media planning team and Spark Foundry (Publicis) AOR; led in-house branded content program and innovative media partnerships
- Developed and built out Co-op Journal team into a leading online outdoor publication 
- Led strategy for Expert Advice education library 
- Produced short docs earning dozens of regional and outdoor industry film festival placements
- 2017 CMI Content Marketer of the Year

Senior Manager, Content Marketing, SEO, and Advertising

- Led content strategy and partnered with internal teams and external agencies for hallmark 2015 #OptOutside campaign, which attracted 6+ billion earned media impressions and won 9 Cannes Lions, including the Titanium Grand Prix
- Built and managed content marketing and content SEO teams
- Led enterprise content and editorial strategy efforts
- Developed foundational content strategy for REI.com
- Launched online magazine Co-op Journal
- 2016 REI Leadership Award Winner

Manager, Content Marketing

- Managed social media advertisting budget and relationships with social networks
- Procured and managed social publishing and analytics vendors 
- Developed strategies and launched REI on Pinterest and Instagram
- Managed vendor ecosystem and roadmap for the REI 1440 Project

Program Manager, Social Media

Communication Leadership at the University of Washington

Senior Affiliate Faculty, Communication Leadership

I teach brand and digital marketing in the Communications Leadership graduate program.

Affiliate Faculty, Communication Leadership

Edmonds College

I teach social media and digital marketing courses in the undergraduate business division.

Associate Faculty, Business Division

Eddie Bauer

- Created and executed social marketing and interactive communications strategies across marketing, customer service, loyalty and ecommerce 
- Managed content and communications for the First Ascent blog and social channels
- Edited and published original stories authored by athletes and telling mountaineering, skiing and kayak expedition stories across the globe
- Founded customer service in the social media channel and managed dedicated staff in partnership with customer service executives
- Directed marketing messages in email and ecommerce to support key initiatives and campaigns
- Participated in planning and execution of special events across the U.S., including Birds of Prey Men’s Downhill Skiing World Cup and Teva Mountain Games
- Managed relationships with key partners, including Facebook, social marketing vendors and analytics agency to maximize tactical executions and measurement efficiencies
- Provided online communications training and counsel to sponsored athletes and employees

Social Media Lead

Weber Shandwick

- Executed online strategies and tactics for U.S. Army Accessions Command
- Maintained relationships on behalf of Microsoft Windows Mobile with reporters at the Associated Press, BusinessWeek, Financial Times, and USA Today; and with analysts at firms including Forrester, Gartner and IDC
- Developed and managed international media and analyst tours and events with teams in New York, London and Singapore
- Coordinated with Microsoft's mobile business partners, including AT&T, Sprint, Verizon, Motorola, and Samsung, on shared announcements, events and press releases

Senior Account Executive

Account Executive

Assistant Account Executive

PRWeb

- Wrote, edited, search engine optimized and approved press releases
- Served as online marketing and public relations consultant for clients

Senior Editor

I am a builder of teams, brand strategies, and stories. I get to express my passions serving as REI's Divisional Vice President of Brand Marketing, leading the marketing strategy, campaigns, brand advertising, social media, content marketing, films (Co-op Studios), partnerships, influencer marketing, and editorial teams.

I have contributed in creative and marketing leadership roles for REI's most renowned, Cannes Lions-winning campaigns, #OptOutside and Force of Nature. My brand and agency communications work includes Microsoft, Samsung, U.S. Army, and Eddie Bauer. 

I am alumnus and on the faculty at the University of Washington Communications Leadership graduate program and studied journalism at Western Washington University.

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