Paolo Mottola

Divisional Vice President, Content, Community & Partnerships

Rei

Feb 2026 - Current (6 months)

Board Member

American Forests

Jun 2025 - Current (1 year 2 months)

Divisional Vice President, Brand Marketing

Rei

Feb 2024 - Feb 2026 (2 years 1 month)

Lead marketing strategy, integrated campaigns, brand content and brand channels for REI, a $3.5B omnichannel retailer recognized by Fast Company as one of the Most Innovative Companies in 2024 for its content program. Partner with the CMO and executive leadership team to shape enterprise-wide customer acquisition and engagement strategies through integrated campaigns and storytelling.

Senior Affiliate Faculty, Communication Leadership

Communication Leadership at the University of Washington

Jun 2023 - Current (3 years 2 months)

Director, Brand and Content Marketing

Rei

Mar 2023 - Feb 2024 (1 year)

Oversaw brand channel teams spanning social media, advertising, influencer programs, and content marketing. Scaled storytelling and digital-first engagement, elevating REI’s brand relevance and loyalty across millions of members. Key contributor to campaigns recognized with global creative awards and industry leadership. - Scaled branded storytelling as a growth driver, connecting content with demand generation goals. - Advanced REI’s leadership in branded entertainment, film, podcasts, and editorial storytelling. - Grew REI’s Expert Advice library with SEO-optimized content, driving domain authority and inbound discovery through evolution of gear guides and Editors' Choice Awards - Led teams into new YouTube strategy phase and produced "M

Affiliate Faculty, Communication Leadership

Communication Leadership at the University of Washington

Sep 2020 - Jun 2023 (2 years 10 months)

I teach brand and digital marketing in the Communications Leadership graduate program.

Director, Content Marketing

Rei

Mar 2019 - Feb 2023 (4 years)

I co-created REI Co-op Studios with my management team to contribute to the co-op's mission and strategies. Across films, podcasts, and editorial programs, we develop and produce stories that entertain, enrich and explore the power of time spent outside, while complementing the co-op’s broader climate and racial equity, diversity, and inclusion commitments. I developed the enterprise strategy and built the teams delivering on our mission to tell transformational outdoor stories. Our key programs: - Uncommon Path digital magazine exploring the intersection of the outdoors & culture - Expansion of our how-to library to include gear reviews, gear guides, and Editors' Choice Awards - Podcast network: Wild Ideas Worth Living, Camp Monsters, Wi

Senior Manager, Content Marketing, SEO, and Advertising

Rei

Jan 2017 - Mar 2019 (2 years 3 months)

Drove REI’s original content expansion and strategy. - Founded REI Co-op Studios, producing 40+ REI Presents short films advancing inclusion and environmental storytelling. - Acquired Wild Ideas Worth Living and scaled Camp Monsters, reaching new loyal audiences through audio. - Built full-funnel content strategies for major campaigns, including Cannes Lion–winning Force of Nature.

Associate Faculty, Business Division

Edmonds College

Apr 2014 - Current (12 years 4 months)

I teach social media and ecommerce courses in the undergraduate business division.

Manager, Content Marketing

Rei

Mar 2014 - Jan 2017 (2 years 11 months)

Built the foundation of REI’s content marketing engine. - Led SEO and established an editorial team producing hundreds of mid to long-form articles, generating 5–7% of all eCommerce traffic. - Led content strategy for #OptOutside (6B impressions, 9 Cannes Lions), redefining REI’s cultural identity.

Program Manager, Social Media

Rei

Oct 2012 - Mar 2014 (1 year 6 months)

Launched and scaled REI’s early digital community engagement. - Managed brand entry on Instagram and Pinterest. - Built REI’s customer reviews program and UGC platform The 1440 Project, predating Instagram.

Social Media Lead

Eddie Bauer

Apr 2010 - Jul 2011 (1 year 4 months)

Built and scaled Eddie Bauer’s enterprise social media program and First Ascent sub-brand digital marketing. - Established influencer and athlete ambassador partnerships to amplify authentic storytelling. - Created a framework for digital community engagement that strengthened the brand’s outdoor credibility. - Partnered with merchandising and creative teams to integrate athlete-driven storytelling into campaigns.

Senior Account Executive

Weber Shandwick

Oct 2008 - Apr 2010 (1 year 7 months)

Led global analyst and media relations for Microsoft Windows Mobile, Samsung TVs and U.S. Army. - Managed relationships with Forrester, IDC, and Gartner, securing influential analyst coverage. - Drove global media exposure in USA Today, Financial Times, and other Tier-1 outlets. - Coordinated integrated communications programs across agency, client, and partner teams.

Account Executive

Weber Shandwick

Oct 2007 - Oct 2008 (1 year 1 month)

Assistant Account Executive

Weber Shandwick

Oct 2006 - Oct 2007 (1 year 1 month)

Senior Editor at PRWeb

Cision

Jun 2005 - Sep 2006 (1 year 4 months)

- Wrote, edited, search engine optimized and approved press releases - Served as online marketing and public relations consultant for clients

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