I am a global marketing leader recognized for building teams, brand strategies, and stories that scale. With deep expertise in content and branded storytelling, I’ve helped iconic organizations connect purpose to growth—driving creativity, innovation, and impact. My career includes Cannes Lions–winning campaigns like #OptOutside and Force of Nature at REI, as well as brand and agency work with Microsoft, Samsung, U.S. Army, and Eddie Bauer.

At REI, I serve as Divisional Vice President of Brand Marketing, where I lead strategy, integrated campaigns, brand advertising, partnerships, content innovation, social media, influencer marketing, films (Co-op Studios), podcasts, and editorial. I oversee both brand-building and performance marketing functions, advancing enterprise growth while shaping the Co-op’s cultural leadership.

Beyond REI, I contribute as an educator and nonprofit leader. I teach brand management at the University of Washington’s Communications Leadership graduate program, digital marketing at Edmonds College, and serve on the board of American Forests, the nation’s oldest conservation organization.

I thrive at the intersection of purpose and performance—helping brands innovate, inspire, and endure globally through powerful storytelling.

We are pumped to see "The Life We Have" film covered in Fast Company! 🔥

Joe Crosby and I spoke to senior staff editor Jeff Beer about the story's hero, Rob Shaver, all the activations around the film, and what we've learned about producing long-form content at REI for the past decade.

https://lnkd.in/gP79bBMC

Paolo Mottola

I am a builder of teams, strategies, and stories. I get to express my passions serving as REI's director of content and media, leading the content arm of the largest consumer co-operative in the U.S. with 22+ million members. Our ambition is to tell the world's best, transformational stories about the outdoors across films, video, podcast, educational, and editorial programs.

I previously led media planning, SEO and social media programs at REI and contributed to its most renown, Cannes Lions-winning campaigns, #OptOutside and Force of Nature. My previous brand and communications work includes Microsoft, Samsung, U.S. Army and Eddie Bauer. 

I am alumnus and on the faculty at the University of Washington Communications Leadership graduate program and studied journalism at Western Washington University.

Marketing Executive at REI | Partnerships, Content & Community | Board Member | Educator

Three years ago, I had a call with REI San Antonio store employee Rob Shaver. He told me about how he had been living decades with stage 4 bone and lung cancer and was working on a run streak (running at least 1 mile everyday), which eventually reached 1,000+ days through cancer treatments. He was ready to tell his story. 

Today, Rob's story is going in front of audiences in a beautiful film called "The Life We Have," directed by Sam Price-Waldman, and produced by Co-op Studios and Wondercamp. 

In the time since we started making this film, we lost my mother-in-law to lung cancer, so this one hits close to home.

The film is a recipient of Best Short Documentary at American Documentary Film Festival, the Audience Choice Award at Mountainfilm Festival, Best of the Fest at 5Point Film Festival and Flagstaff Mountain Film Festival, as well as a Vimeo Staff Pick.

On February 20, we are asking runners and walkers of all abilities are encouraged to go outside and “Run for Rob.” Join the Strava Challenge at https://lnkd.in/gTK7sVT5. 

h/t Joe Crosby, alum Hanna Boyd, Brian Newman, Greg Balkin, Davis Love, Tim Kressin

Watch. Enjoy. Share. Run!

https://lnkd.in/gkv75-EV

From my desk to yours... Member Days are coming and rewards (known as "dividends") are hitting mailboxes now! 📣

h/t Kelly Walsh, Nick Bruksos, Christopher Gyles Rickard

Marketing Executive at REI | Partnerships, Content & Community | Board Member at American Forests | Grad School Instructor at UW

Shout out YETI for an eye-popping backpacking drop with the new Skala line running 40-60L... 👀

Backpackers and mountaineers who are fans of the brand in drinkware and coolers will want to take a look.

https://lnkd.in/gJ87Hguy

American Forests is searching for a Chief Revenue Officer. Details below.

President and CEO of American Forests | Wildfire & Disaster Response | Natural Resource Management | Climate Change Mitigation & Adaption | Land & Water Conservation | Forest Products, Economic & Community Development

🌲 We’re Hiring: Chief Revenue Officer at American Forests 🌲

American Forests is at a pivotal moment of growth and impact—and we’re looking for a bold, strategic Chief Revenue Officer (CRO) to help lead the way.

This is a rare opportunity to build and scale a sustainable and diversified revenue engine at one of the nation’s oldest and most impactful forest conservation organizations. As CRO, you’ll oversee philanthropy, corporate partnerships, and revenue strategy—working closely with the CEO, Board, and senior leadership to unlock the resources needed to grow and restore our forests and advance landscape and community resilience from our densest cities to our wildest landscapes, across the country.

Who we’re looking for:
✔️ A proven leader in nonprofit or mission-driven revenue growth
✔️ Someone who can blend strategy with execution
✔️ A collaborative partner who inspires teams, donors, and partners
✔️ A builder ready to help scale impact at a national level

If you’re passionate about our forests, natural climate solutions, community health and well-being, and building sustainable revenue models that drive real-world change, we’d love to meet you.

👉 Learn more and apply here: https://lnkd.in/etgaQkJi

📣 Or help us spread the word by sharing with your network.

Together, we can grow the resources needed to grow our forests—and the future they support.

#ExecutiveSearch #NonprofitLeadership #NonprofitCareers #ResilientForests #AmericanForests 
#EnvironmentalJustice #SustainabilityLeadership #UrbanForestry

Sr. Manager, Gift Card

One of the parts of my work that I’m most proud of is leaning into spaces that reflect and welcome more people into the outdoors—sometimes in small, meaningful ways.

Through the REI Gift Card program, we have the opportunity to show up at cultural moments not to sell, but to signal belonging. To acknowledge the traditions, stories, and celebrations that matter to our current and future members—and to reinforce that the outdoors truly are for everyone.

Lunar New Year is a powerful reminder of renewal, connection, and hope. Designing with intention for moments like this allows us to create more than a product—it creates an invitation. An invitation to explore, to gather, to gift experiences, and to see yourself reflected in a brand you trust.

I’m excited to continue building programs that live at the intersection of culture, community, and access, and grateful to work alongside teams who believe that even a small card can carry a big message.

Thank you to the thoughtful design work and partnership of Piyush Gupta Karin Gilbert Kathryn Sangsland Nani Vishwanath 

Wishing a joyful Lunar New Year to all who are celebrating 🧧✨

www.rei.com/gift-cards 

#LunarNewYear #Inclusion #Belonging #REI #REIEmployee

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