Product Marketing Manager

Born in Yosemite, forged in Quantico and built for adventure. 5.11 is a purpose-driven lifestyle brand, rooted in performance, durability, and versatility. Since 1979, we’ve created gear and apparel for people who live life without limits, delivering gear and apparel that empower them to push boundaries every day.

We're looking for a Product Marketing Manager who can connect great products with compelling stories that resonate with customers and drive business results.

Reporting to the Vice President of Marketing, this role will own product positioning, messaging, and storytelling across the 5.11 assortment, ensuring a consistent customer experience across our stores, e-commerce site, and marketing emails.

What You'll Do:

Product Knowledge, Positioning & Messaging

• Partner with Product Development, Merchandising, and Category teams to understand the assortment and influence product positioning ahead of launch.
• Translate technical features, innovation, and functionality into compelling customer benefits.
• Develop consistent product positioning, messaging, and storytelling across categories and channels.
• Own product detail page (PDP) copy standards and develop or approve content for priority products.
• Create messaging guidelines and frameworks, including clear customer-focused explanations of proprietary technologies.

Product Prioritization & Marketing Strategy

• Identify hero products, key collections, and business opportunities that warrant greater marketing investment.
• Develop a structured approach to prioritizing marketing efforts based on customer demand, revenue potential, and strategic importance.
• Partner with Marketing, Product, and Merchandising leadership to establish and evaluate priorities.
• Own a product launch tiering framework that defines marketing support, deliverables, and timelines.
• Balance broader assortment support with focused marketing initiatives that drive business results.

Product Storytelling & Go-to-Market

• Lead product positioning and support go-to-market storytelling strategies for launches, seasonal collections, and priority products.
• Develop compelling product narratives and marketing briefs that guide Creative and channel teams.
• Ensure consistent messaging across retail, e-commerce, email, and other customer touchpoints.
• Own the seasonal product marketing calendar and coordinate deliverables across teams.
• Evaluate post-launch performance and identify opportunities to sustain product awareness and sales.

Cross-Functional Collaboration & Activation

• Serve as a key connection between Product, Marketing, Merchandising, Creative, E-Commerce, and Retail.
• Partner with Creative to bring product stories to life through campaigns, photography, video, and content.
• Collaborate with E-Commerce to improve product pages, landing pages, and conversion-focused messaging.
• Own product messaging and content for store floorsets, including signage, product knowledge guides, and associate training materials.
• Partner with Retail Operations and Visual Merchandising to support consistent in-store execution.
• Work with CRM, Digital, Social, PR, and Events teams to align product storytelling across channels.
• Drive cross-functional alignment on product priorities, messaging, launch objectives, and timelines.

What You'll Bring

• 5+ years of experience in product marketing, brand marketing, or integrated marketing, preferably within consumer products, apparel, outdoor, or lifestyle brands.
• Hands-on experience in direct-to-consumer or omnichannel retail.
• Exceptional product storytelling and copywriting skills, with the ability to translate technical information into customer-focused messaging.
• Experience developing product positioning, messaging frameworks, and go-to-market strategies.
• Strong strategic thinking, commercial judgment, and the ability to prioritize opportunities based on business impact.
• Proven ability to execute, from writing copy and developing briefs to managing deliverables and deadlines.
• Experience using customer insights and performance data to guide decisions and measure results.

Pay Range: $100,000-$110,000 plus bonus!

5.11 offers a best-in-class benefits program including: medical, dental and vision insurance; a 401(k) program with employer match; employer-paid basic life and AD&D insurance. Additionally, employees can choose from several voluntary benefits including: Hospital Indemnity/Accident insurance; Flexible Spending Account/Health Saving Account; Employee Assistance Program; Paid Time Off/Paid Holidays/Sick Time; Casual Dress Code; and Employee Discounts.

*If you are a regular full-time employee working at least 30 hours per week, you and your eligible dependents may participate in 5.11’s benefits program.*

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