Director, Merchandising - Direct-to-Consumer
About The Position
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 dynamic Director of Merchandising, DTC to lead the merchandising strategy and execution across 5.11's e-commerce and retail store channels. This role will build consumer-right assortments, optimize channel performance, and ensure a cohesive brand experience across digital and physical environments. With a sharp eye for product, a pulse on the consumer, and a collaborative mindset, this leader will help drive growth across our Professional, Tactical, Adventure, and Fitness categories.
Requirements
- 8-10+ years of progressive merchandising experience, ideally within DTC and/or vertical retail
- Proven success in both e-commerce and retail store merchandising
- Strong foundation in assortment planning, consumer insights, and margin management
- Strong analytical, leadership, and communication skills
- Demonstrated ability to build processes, drive alignment, and scale categories or teams
Nice To Haves
- Experience in lifestyle, performance, or tactical/outdoor apparel and footwear preferred
Responsibilities
- Lead DTC merchandising strategy across e-commerce and 120+ monobrand stores
- Shape line architecture, depth, and channel exclusives to maximize performance
- Translate consumer insights into seasonal assortment briefs across key consumer groups
- Drive online assortment strategy, product hierarchy, content needs, and promotional flow
- Deliver consistent, high-impact in-store merchandising and localized strategies
- Drive channel performance by aligning assortments with sales, margin, and inventory productivity goals.
- Partner cross-functionally with Marketing, Product, Planning, Design, Development, Supply Chain, and Store Operations
- Coach and develop members of the DTC merchandising team
Benefits
- medical, dental and vision insurance
- a 401(k) program with employer match
- employer-paid basic life and AD&D insurance
- Hospital Indemnity/Accident insurance
- Flexible Spending Account/Health Saving Account
- Employee Assistance Program
- Paid Time Off/Paid Holidays/Sick Time
- Casual Dress Code
- Employee Discounts
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What This Job Offers
Job Type
Full-time
Career Level
Director
Industry
Clothing, Clothing Accessories, Shoe, and Jewelry Retailers
Education Level
No Education Listed
Number of Employees
1,001-5,000 employees
