During the time I was the Digital Design Director at REI I led the team in restructuring the relationship between Marketing and digital to create integrated digital-first campaigns which were instrumental in driving double digit growth YOY. Prior to my taking the lead for the digital team REI’s campaigns had a tendency to be a 1:1 translation of the their print advertising campaigns optimized for desktop.

I was able to build strong relationships with new marketing creative lead, digital merchandisers, and project managers to adjust our approach to digital campaigns to be involved from the presentation of the brief throughout the entire process to expand upon the print campaigns to offer rich experiences for the REI customer that drove increased sales.

Spring Camping campaign

This was the first campaign which utilized what was to become the Cedar Design System. By partnering closely with the Marketing Creative Team I was able to create a mobile-optimized, highly-shopable chaptered digital experience which aligned very closely with the printed materials since we were able to work together to influence 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 outdoor images 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.