What is an Operations Manager at REI (Recreational Equipment Inc.)?
An Operations Manager—often operating under titles such as Store Manager or Store Department Manager—plays a pivotal role in bringing the REI mission to life. At REI, business success is measured not just by financial performance, but by how well the co-op serves its members, protects the outdoors, and fosters an inclusive community. As an operations leader, you are responsible for translating this unique co-op business model into daily store operations, ensuring that both customer experience and employee engagement remain exceptionally high.
In this role, your impact spans across team leadership, visual merchandising, inventory management, and community outreach. You will lead diverse teams of retail specialists, department leads, and visual designers to create an inspiring, highly functional environment. Whether managing a flagship location or a specialized department, you will oversee budgeting, labor scheduling, and operational compliance while championing stewardship and outdoor equity in your local market.
What makes this position both challenging and rewarding is the balance between strict operational discipline and people-first leadership. You are not simply driving retail metrics; you are building a community hub where employees feel valued and customers feel equipped for their next adventure. Navigating this balance requires strategic thinking, emotional intelligence, and a deep alignment with REI's core cooperative values.


