Manager, External Communications

Overview REI Co-op is seeking a strategically minded, culturally fluent communications manager to help shape how the co‑op shows up in an increasingly complex external landscape. This role contributes to REI’s success by strengthening corporate reputation, elevating executive voice, advancing impact storytelling, and guiding the organization through moments of complexity with clarity and sound judgment. Sitting at the intersection of business strategy and public expectations, you will help define what REI says externally—and when and how we show up—to build trust. You will partner closely with cross‑divisional teams to align corporate narratives with enterprise priorities and emerging moments. In a communications environment that demands more than reactive PR, you will proactively identify opportunities to place REI into relevant external conversations across traditional media, emerging platforms, and with influential voices. You will help drive a steady drumbeat of meaningful, newsworthy storytelling that reinforces REI as a different kind of company and a leader in the outdoor industry. A key focus of this role is connecting REI’s impact strategy—particularly our leadership in protecting public lands—to the broader corporate narrative in ways that strengthen credibility and trust. You bring strong editorial judgment, a clear point of view, and the ability to turn both proactive opportunities and reactive moments into narratives that move the co‑op forward. And, of course, you love the outdoors. Responsibilities and Qualifications Leading the Way Leads, coaches, and develops a high‑performing communications team, setting clear expectations, providing regular feedback, and supporting growth through ongoing coaching and development. Brings a strong point of view and sharp storytelling instincts, helping the team simplify complexity and connect meaningfully with diverse audiences. Creates clarity in fast‑moving, high‑stakes environments—prioritizing well, making thoughtful decisions, and helping the team navigate ambiguity with confidence. Fosters strong collaboration across teams and levels, building trust and influencing without authority to drive shared outcomes. Models curiosity and awareness of the broader landscape, staying attuned to media and culture—and helping the team do the same. Leads with purpose and integrity, inspiring the team through a deep connection to REI’s mission and a belief in the role business can play in protecting the outdoors. Planning & Navigating Requirements Corporate Reputation & Strategic Communications Lead the development and execution of corporate communications strategies that strengthen REI’s reputation and align with enterprise priorities and co‑op values. Translate complex business initiatives and external dynamics into clear, compelling narratives for external audiences. Establish and sustain a consistent drumbeat of proactive, newsworthy storytelling that keeps REI relevant and credible in external conversations. Partner across teams to ensure messaging is aligned, timely, and reflective of REI’s voice and values. Public Relations & Media Engagement Lead proactive and reactive media engagement, identifying opportunities to place REI in meaningful external conversations. Build and maintain relationships with key media outlets and emerging platforms to amplify REI’s stories and point of view. Oversee the development of press materials, messaging, and media strategies in support of business moments, announcements, and issues. Prepare and support spokespeople with clear, strategic guidance for media engagements. Issues Management & Reputation Protection Monitor the external environment to identify emerging risks, cultural moments, and reputational considerations. Develop messaging frameworks and response strategies grounded in REI’s values, business priorities, and risk tolerance. Partner closely with legal, HR, public affairs, and other stakeholders to navigate sensitive or complex issues. Help guide teams through reactive moments, identifying opportunities to reinforce trust and credibility. Executive & Thought Leadership Communications Support the development of executive communications, including thought leadership, speaking opportunities, and key external moments. Help position REI leaders as authentic, credible voices on topics such as public lands, sustainability, and the future of the outdoors. Ensure executive voice is aligned with REI’s broader corporate narrative and communications strategy. Impact Communications & Public Lands Advocacy Integrate REI’s social and environmental impact strategy into external communications in ways that strengthen corporate reputation. Identify opportunities to elevate REI’s leadership in protecting public lands and advancing outdoor access. Partner with public affairs and impact teams to support advocacy efforts through strategic communications. Cross‑Functional Collaboration & Team Integration Lead and develop team members in alignment with broader communications priorities, ensuring clarity, accountability, and growth. Operate as part of an integrated communications team, recognizing the connection between external storytelling and how REI communicates with its 12,000+ employees. Partner across communications disciplines—including internal communications—to ensure consistency and alignment across audiences. Build strong relationships with cross‑functional partners to advance integrated communications strategies. Closing 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. Pay Range $98,300.00 - $157,400.00 per year #J-18808-Ljbffr