Creative Direction Art Direction Email Marketing Local Marketing SMS App Messaging
REI Co-op is one of the most trusted names in outdoor retail. A brand at that scale produces an enormous volume of creative, with each asset needing to meet the performance needs of the channel and the continuity needs of the brand.
I lead an embedded team of 10 creatives (designers, copywriters, and art directors) partnering with REI's brand and channel marketing teams to produce creative that performs and stays on brand. Together, we power day-to-day creative across multiple channels, producing 1,500+ deliverables in 2024 alone. We’ve help redesign briefs, workflows, and operational processes to dramatically improve output and efficiency.
1,500+
Deliverables in 2024
60%
Reduced Time & Cost per Deliverable
By collaborating with REI stakeholders, our team rebuilt briefs, workflows, and production processes. Paired with our creation of Figma templates using auto layout to accelerate design production, we reduced time and cost per email by 60% while increasing send volume by 120%.
Local Marketing
I lead creative for REI's Local Marketing program, supporting events across the country. To keep pace with the volume and variety of deliverables, our team built a robust briefing and project tracking process paired with Figma, print, and web templates—allowing us to move quickly across landing pages, event registration, promotional signage, paid social, and more.
SMS + App Messaging
Our success across email and local marketing opened the door to SMS and the REI app. I lead creative across both channels, bringing the same channel-specific thinking and operational processes that have driven efficiency and consistency throughout the program.
