Day Job

I spent the waking weekday hours leading content & media teams at REI Co-op. We’ve received a nod as Content Marketer of the Year, but my greatest achievement and ongoing goal is managing my calendar well-enough to work from home on Friday.

Here are some work examples. 



Role: campaign and content strategy

REI closed its doors on Black Friday and paid employees to take the day off and #OptOutside. The renown campaign trended on all U.S. social networks and attracted 6+ billion earned media impressions. The campaign won 9 Cannes Lions, including the Titanium Grand Prix. Over the past three years, more than 15 million people and 700 organizations have joined the movement.


Force of Nature

Role: campaign and content strategy

REI proclaimed that the outdoors should be the world's largest level playing field -- a statement focused on gender equality. The Force of Nature campaign included a $500,000 grant for outdoor women's organizations, an original study on gender equity in the outdoors, and an integrated branded content relationship with Outside Magazine, including print, digital, film and podcast. 

brothers of climbing.jpg

REI Films

Role: executive producer

REI's documentary film series is a pillar of our brand marketing. Shorts including "Paul's Boots," "Brothers of Climbing," "The Mirnavator," "Follow Through," "Trail Angel" and "How to Run 100 Miles" have earned millions of views and film festival accolades at the likes of Banff and Mountainfilm. The films have collectively received more than 50 million views across mobile devices, TVs and theaters.