Retention Marketing Manager
5.11, Inc., Costa Mesa, CA, United States
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.*
Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.
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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.*
Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.
#J-18808-Ljbffr