REI Digital Campaigns
As Digital Design Director at REI, I led the transformation of digital marketing, fostering a closer collaboration between Marketing and Digital to create integrated, digital-first campaigns that drove double-digit YOY growth.
Before my leadership, REI’s digital campaigns were often direct translations of print ads, primarily optimized for desktop. By building strong partnerships with the new marketing creative lead, digital merchandisers, and project managers, I redefined our approach—ensuring digital was involved from brief presentation through execution. This shift enabled us to expand beyond print campaigns, delivering rich, engaging experiences that increased customer engagement and sales.
Spring Camping Campaign
This was the first campaign to utilize what would become the Cedar Design System. By collaborating closely with the Marketing Creative Team, I created a mobile-optimized, highly shoppable, chaptered digital experience that closely aligned with the printed materials, as we worked together to shape the outcome as a team.
Ghost Bikes
REI partnered with German bike company Ghost on an exclusive offering for their SLAMR 5 Mountain bike. My team was challenged to create page that celebrated (and justified the cost) for the high end mountain bikes. Our goal was to tell the technical story behind the bikes while also inspiring customers to #optoutside.
Built On Purpose
Being a multi brand purveyor of high-end outdoor gear, REI has struggled for years to sell the legitimacy of their in-house line of equipment. With the digital aspect of the Built On Purpose campaign, our idea was simple — Sweat the details, much like the REI customer does when comparing products. By combining inspirational imagery and video content with highly technical product information and beautiful product detail photography we were able to improve sales for REI’s in-house brand of gear.
