Retention Marketing Manager

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.

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