Max Green

Director, Performance Marketing & Analytics REI

Max is the Director of Performance Marketing and Analytics for Recreational Equipment Inc (REI). REI is the largest US consumer co-operative. REI offers outdoor gear, apparel, and experiences with a focus on hiking, running, camping, cycling, backpacking, paddling, and climbing/mountaineering. Max had successful stints leading analytics teams in EdTech (Perdoceo) and marketing measurement (Nielsen) before joining REI. At REI Max has held several positions, all within Marketing with a focus on Analytics and the more technical aspects of executing Marketing campaigns. Today Max is accountable for: 1. Marketing Business Planning: responsible for allocating the $xxM budget across Marketing Channels & Campaigns, all enterprise reporting, and Forecasting the impact Marketing will have on the overall Co-op 2. Marketing Analytics: responsible for testing, measurement, audience targeting, audience segmentation, and data governance for all of Marketing 3. Performance Marketing: responsible for deploying budget across Search (Google, Bing, etc), Social (Meta, TikTok, Pinterest, etc), Affiliate/Influencer, and Retargeting channels with a focus on product sales and driving Return on Ad Spend (ROAS). 4. Search Engine Optimization (SEO): responsible for leading and governing technical and content enhancements with an eye towards capturing more traffic and demand from search engines (Google, Bing, and emerging search channels like TikTok)

Monday, February 23: Summit Day

2:20 PM Search: Checklist Panel: Unlocking Growth: Revealing What Really Drives Conversions Through Different Attribution Methodologies

Retailers face growing pressure to prove what truly moves the needle for sales and growth as customer journeys stretch across more channels than ever before. With the right attribution methodology, brands can move from guesswork to clarity about what drives conversions. In this session, marketing analytics leaders unveil practical checklists and proven techniques to break down the strengths and trade-offs of different attribution models—empowering retail teams to optimize spend, uncover true growth drivers, and fuel data-backed decision making through

Tracking multi-touch interactions to understand the full customer journey across paid, organic, and owned channels
Analyzing incremental value from different touchpoints to optimize media spend
Leveraging advanced analytics and AI to gain deeper insights into cross-channel performance
Aligning KPIs across channels to ensure consistent measurement and performance benchmarks
Optimizing budget allocation based on performance insights from attribution models

Tuesday, February 24

4:15 PM Track 2: Panel Discussion Remix: Crafting a Winning Media Strategy: Balancing Paid, Organic, and Partner Approaches for Maximum Marketing Impact

Given the stunning array of channels and platforms it is possible to reach customers on today, deciding where to focus your time, attention and dollars can be a daunting task. Strategizing for the best plan of attack for your business requires a full audit of what you are currently doing along with a deep understanding of where your customers are spending most of their time, both online and off. During this panel discussion to hear a group of savvy marketers walk through their approach to:

Allocating digital marketing budgets efficiently amidst rising media costs
Rethinking traditional and new media strategies to drive top-of-funnel growth
Harnessing zero- and first-party data more effectively to enhance customer insights
Adapting platform strategies as customers interact across touchpoints
Redefining KPIs to reflect the shifting priorities and outcomes

Check out the incredible speaker line-up to see who will be joining Max.

Download The Latest Agenda