Manager – Digital Community & Social Moderation

At REI, we believe a life outdoors is well lived, and our employees bring this idea to life daily for our community. The Manager of Digital Community is responsible for both the day-to-day management of and future visioning for the co-op’s online community, Conversations, and social media presence. With a goal of creating a world class, vibrant online community, this individual sets the annual and multi-year strategy for moderation, engagement and the evolution of the digital platform, where millions of REI customers and members engage in compelling discussions of outdoor gear, places, activities, experiences, and stewardship.

To be successful in this role, this individual must:

• Operate strategically on the co-op’s owned digital community, Conversations, combining their understanding of the co-op’s strategic priorities, the platform’s capabilities, and the competitive landscape to ensure ongoing growth and engagement within the community
• Build and develop a high-performing team of community moderators, who moderate across all social platforms where the co-op has a presence, including (but not limited to) Facebook, Instagram, Twitter, Reddit, TikTok, YouTube, Staff Exclusives (co-op’s internal employee blog) and Conversations, delivering top-notch expertise and timely customer service, operating with unfaltering judgment and escalate brand-sensitive issues as necessary, and creating, coordinate and launching cross-divisional initiatives within the community
• Thrive in a highly dynamic environment, where priorities can shift instantaneously between in-the-moment customer demands, cross-divisional partner needs, and future strategizing and planning
• Grasp how the back-end of the community and moderation platforms function, as this understanding will shape what future functions and capabilities are pursued
• Approach the work with a customer-first mindset, knowing that online communities are a critical component of customer and employee engagement
• Have an appreciation for brand preservation and use impeccable judgment at all times, recognizing what community issues warrant internal escalation
• Be a self-starter, always looking for opportunities to further integrate Conversations and social insights into the REI ecosystem, initiating meetings with stakeholders and potential partners, providing a clear vision on how the online community can provide ongoing value to customers, members, cross-divisional partners, and the co-op, and confidently present the work to large groups of employees
• Partner closely with IT and Digital product/program managers, and 3rd party vendors, to evolve the platform and bring new capabilities to fruition
• Understand the Marketing division, as they partner in developing marketing campaigns and operate as the integrator for the online community
• Consistently evaluate and evolve the non-traditional staffing model, ensuring diverse voices accurately represent the co-op to our customers in the community
• Lead the creation of a distinct point of view on the look, feel, and tone of the community, and therefore be creative, curious, and savvy in social media spaces
• Collaborate, working regularly and effectively with peers, cross-divisional partners, and a team of direct reports as they oversee the administration and moderation of the community platform
• Identifies and communicates key responsibilities and practices to direct reports ensuring the organization promotes a successful attitude, confidence in leadership, and teamwork to achieve business results.
• Supports the implementation of company programs, procedures, methods and practices to promote REI key messages.
• Models positive outlook and support of leadership directives.
• Challenges and inspires employees to achieve business results.
• Ensures employees adhere to legal and operational compliance requirements.
• Oversees training and development of employees directly and indirectly managed and makes effective staffing decisions.
• Provides coaching, direction and leadership support to employees in order to achieve department, company and customer results.
• Establishes and maintains visibility within the department.
• Monitors operational statistics, reports trends, variances and issues, and takes appropriate action.
• Facilitate empowerment and engagement of direct reports.
• Completes and conducts performance management and progress reviews.
• Proactively define and deliver community strategy, business plans and roadmap in the achievement of REI business goals
• Establish a vibrant online community space for REI customers and members, as measured through traffic, returning visitors, session length, posting, kudos, etc.
• Partner with creative teams to curate / create compelling content and drive engagement
• Oversee day-to-day moderation of community channels and help scale administration
• Manage and optimize user feedback channels to identify market-specific trends, compile reports and shared insights to drive product improvements
• Develop and implement processes and infrastructure to scale customer-facing operations
• Grow and scale internal and external community engagement through effective marketing campaigns, community promotions, and internal advocacy
• Evolve the user community through creative rewards, community moderation, and vetting of potential group members
• Execute promotional programs that encourage and reward user participation
• Work with cross-divisional REI teams (ex: Digital, IT, Marketing, Public Affairs, Retail, Legal, Social Media, etc.) to explore the fullest expression of a digital REI community that includes membership, customer service, green vest expertise, off-line events, and more
• Define and develop digital experiences, tools, and processes to enable community engagement between customers, members, influencers, and REI
• Oversee agency and application selection, negotiation, resourcing and management.
• Establish and grow internal relationships at all levels of the organization to ensure long-term program development and growth
• Collaborate with cross divisional departments to apply social insights to the broader business (ex: product feedback to inform future Co-op Brand design)
• Define online community standards and practices (look, feel, tone) in partnership with Public Affairs, Social, and Creative teams
• Communicate program strategies and results consistently to create transparency and visibility into the progression of the program
• Prepare budget recommendations for staffing and program investments
• Facilitate empowerment and growth of direct reports, owning team’s performance management through ongoing coaching, development, and regular feedback

• 5+ years of experience with social and community program management, including PR and social strategy development and oversight, successfully driving quality traffic, content, consumer engagement and participation
• 5+ years of management experience, building and leading teams, coaching and development direct reports, and budget management
• 2+ years managing or in direct delivery of online community and social moderation
• 2+ years of experience with Khoros, or equivalent online community platform
• Bachelor’s degree or equivalent experience preferred
• Builds capacity of individuals and teams through effective employee development, involvement, communication, and supervision efforts
• Creates a strong, mutually supportive work spirit and culture where people can do their best
• Establishes trust and inspires others
• Makes effective organization and people decisions in a manner consistent with REI’s values and ethics
• Delivers on commitments and holds others to same
• Champions the organization and advocates solutions in the overall company’s best interest
• Uses business knowledge, innovative thinking, and sound judgment in the solution of problems or the pursuit of business opportunities
• Consolidates information from various sources including feedback from others to reach sound decisions
• Considers the ultimate impact of decisions and actions on internal and external customers
• Fosters change in company direction
• Effectively plans and executes changes