DOUG THIELEN: Senior Director, Global Brand and Product Marketing in Sammamish, WA

Led REI’s integrated strategy in advertising, local marketing, branded content, paid social, ‘always-on digital’, and grand openings in an effort to build brand awareness and drive sales Select Highlights: • Led teams across growth marketing and brand, local marketing and branded content • Defined media, communications, and distribution strategy for paid media advertising campaigns, paid content partnerships and always-on campaigns to support REI’s business objectives. • Led, designed, managed and implemented regional marketing frameworks and experience marketing programs within the REI organization resulting in +31% traffic growth, +22% class fill rate & +11% awareness for focus markets • Oversaw the strategic direction of local social media structure and the Content Contributor (Influencer) programs • Created REI's Branded Content Strategy to leverage publisher’s reach, audience, influence and distribution with publishers like Outside Magazine, Teton Gravity Research, ATTN, Matador Network, NOW THIS, Gear Junkie and more. • Led performance based digital growth marketing including a revamp of the retargeting program, launch of dynamic weather product ads, programmatic paid digital advertising, and first party data integration Developed multiple first-to-market REI programs: - Created REI's Branded Content Strategy to leverage publisher’s reach, audience, influence and distribution - Built REI's Local Marketing Strategy and Team from the ground up in an effort to drive regional relevance, awareness and participation in REI experiences - Led performance based digital marketing including a revamp of the retargeting program, launch of dynamic weather product ads, programmatic paid digital advertising, and first party data integration - Led a cross Co-Op team made up of Creative, PR, Events and Marketing leaders, to create and launch the United Outside campaign for our 5th Flagship retail location in Washington, DC. The campaign consisted of events, PR, OOH, digital marketing, a web experience, UGC, video, email, push notifications and social.

Developed integrated content and brand strategy for Native Eyewear and Mtn Dew campaigns including multi-dimensional initiatives featuring content series (video and print), experiences, digital, social, and paid media. Led teams and integrated strategy for social, digital, paid media, community engagement, PR, UGC, experiential, email marketing, loyalty marketing and content marketing. Developed and managed campaign budgets, ideation, implementation and analysis across multiple digital KPI’s and metrics