Retention 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 Retention Marketing Manager with a customer-first mindset to
drive growth within our existing customer base. This role will own the strategy
and execution of lifecycle marketing across email and SMS, with a focus on
increasing customer retention, repeat purchase rate, and lifetime value. You’ll
work cross-functionally to align retention efforts across digital and retail
channels while leveraging data and insights to continuously optimize
performance.

 

What You'll Do: 

* Own end-to-end strategy and execution of email and SMS marketing programs
across eCommerce and 5.11 retail stores
* Build, segment, and manage customer audiences within CRM/CDP platforms to
deliver personalized, scalable communications
* Develop and optimize lifecycle programs including welcome, post-purchase,
win-back, and loyalty campaigns
* Identify opportunities to improve retention, repeat purchase rate, and
customer lifetime value through data-driven insights
* Partner with eCommerce and retail teams to align retention strategies across
online and in-store experiences
* Manage campaign calendars and ensure accurate, timely deployment of all
communications
* Establish and maintain list hygiene, data governance, and compliance
standards (CAN-SPAM, TCPA, GDPR)
* Track, analyze, and report on performance metrics including open rates,
click-through rates, revenue per send, churn, and LTV
* Translate customer data into actionable insights and share recommendations
with cross-functional stakeholders
* Build and execute A/B testing strategies to optimize messaging, creative,
cadence, and segmentation
* Collaborate with creative, merchandising, and brand teams to develop
effective retention campaigns and offers
* Support retail teams with localized email and SMS campaigns tied to store
events, promotions, and openings
* Manage relationships with ESP, SMS, and CDP platforms and vendors
* Continuously improve infrastructure, documentation, and processes to scale
retention marketing efforts

 

What You Bring: 

* Bachelor’s degree in Marketing, Business, or a related field (or equivalent
experience)
* 6+years of experience in retention, lifecycle, or CRM marketing—preferably
within a DTC or omnichannel brand
* Hands-on experience with email and SMS platforms (e.g., Klaviyo, Attentive,
Postscript, Salesforce Marketing Cloud)
* Experience with Zeta is a plus
* Strong working knowledge of CRM/CDP platforms and customer data strategy
* Proven experience building and optimizing lifecycle marketing programs
* Strong analytical skills with the ability to translate data into actionable
insights
* Experience supporting both eCommerce and retail environments is strongly
preferred
* Familiarity with compliance standards (CAN-SPAM, TCPA, GDPR)
* Ability to manage multiple campaigns with strong attention to detail
* Effective communicator comfortable presenting insights and recommendations
cross-functionally
* Self-starter with strong project management and organizational skills in a
fast-paced environment
* Experience with loyalty programs is a plus
* Passion for outdoor, tactical, or performance-driven lifestyles is a plus

 

 

Pay Range: $90,000-$100,000 annually plus bonus based on experience

 

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.*

 

 

 

You can find out what personal information we collect, correct any inaccuracies,
or ask us to delete your personal information (with some exceptions). To check
out our policy, click HERE
[https://www.511tactical.com/company-info/prospective-employee-privacy-notice/].
If you want to make a request about your personal data, CLICK HERE.
[https://www.511tactical.com/company-info/california-privacy-security-terms-form/]