Professional Experience

REI Classes & Events REI Adventures

REI
Senior Manager, Business & People Operations
2021 – 2023
Oversaw nation-wide business operations and human resource functions for REI Experiences, a start-up like division driving $17M in sales with a full suite of outdoor adventure experiences. Built and led strategies to support a dispersed workforce in recruiting, training, development, recognition, internal communications, workforce systems and health and safety. Led business operations such as budgeting and forecasting, project management, government contracting, risk management, facilities management, vehicle management and equipment management. Led cross-functional transformation initiatives and change management efforts to support aggressive growth goals and broader enterprise objectives.

Notable Accomplishments

• Built and implemented an organizational design strategy to scale operational functions. Worked cross-functionally to maintain the appropriate level of decentralized organizational structure while building a 22-person, remote, centralized operations team from the ground up.

• Led operational integration of two lines of business and an acquisition. Built strategy to deliver year-over-year contribution margin improvements of 1500 bps.

• Built a multi-year strategy to drive profitability through improvements along three dimensions: service delivery (people/process/tech), unit economics and product portfolio. On track to deliver $2M in savings.

• Upleveled business planning efforts to drive focus, scale, and quicker results with a transition to the OKR planning framework.

• Led change management efforts to roll-out one of the largest organizational restructure and strategy shifts in REI Co-op Experiences history. Post-roll out employee survey results exceeded expectations.

• Served as an exceptional team builder and talent developer. Consistently received higher-than benchmark-employee engagement scores with every bi-annual survey.

Manager, Program Development & Operations
2019 – 2021
Led people operations, business operations and program development for REI Local Experiences, a start-up like division within REI serving 80k+ people annually with local outdoor adventure day tours and classes.

Led multiple functions to ensure local business units were equipped to deliver 5-star reviews and aggressive growth goals. Accountable for: program strategy and curriculum development; employee recruiting, training and safety; strategy and management for physical assets; policies, guidelines and protocols; budget planning and management.

Notable Accomplishments

• Transformed product strategy by narrowing core offerings while maintaining local relevance as a differentiator. Improved gross margin by 1200 bps, operating expenses by 15%, and program fill rate by 1500 bps. Maintained demand while increasing the average product price by 73%.

• Led overhaul of guide training and onboarding efforts to support growth and strategic shifts

• Forged deeper cross-divisional partnerships to improve employee experience, customer experience, go-to-market operations, risk management and marketing.

• Built a new organizational structure to support strategic shifts; excelled at talent development: 50% of team members were promoted within 2 years. Remainder of the team were close to promotion or transferred to other positions that were better suited to their career goals.

Regional Manager, Outdoor Programs & Outreach
2015-2019
Led the Western region for REI Outdoor Programs and Outreach. Oversaw 6-8 local business units and 150-200 staff. Accountable for local business strategies and results, local product strategy, local marketing and engagement, and local operations including employee recruiting, workforce planning, training and development, physical operations and risk management.

Notable Accomplishments

• Rebuilt regional leadership teams to increase sales by 104% and improve participation by 51%.

• Promoted leaders into new roles that increased gender and BIPOC representation.

• Led national program strategy for REI’s Force of Nature initiative to create a level playing field for women in the outdoors. Engaged nearly 50k participants in 2,700 women-focused classes, outings, events and service projects nationwide.

Market Manager - Outdoor Programs & Outreach
2011-2015
Established the first REI Outdoor School program in Western Washington.

• Quadrupled the business in three years. Grew offerings significantly and expanded the team from 5 to 30 to support year-round programming.

• Implemented new training and development opportunities to develop staff.

• Administered local community engagement and philanthropy efforts.

• Leveraged cross-divisional and community partnerships to drive growth. Secured additional permits and user days to grow the business.