Product Marketing Manager

5.11•Costa Mesa, CA

1h•$100,000 - $110,000

About The Position

5.11 is seeking a Product Marketing Manager to connect products with compelling customer stories and drive business results. Reporting to the Vice President of Marketing, this role owns product positioning, messaging, and storytelling across the 5.11 assortment, with the goal of creating a consistent customer experience across stores, e-commerce, marketing emails, and other customer touchpoints. The role partners across Product Development, Merchandising, Marketing, Creative, E-Commerce, Retail, and other teams to shape product positioning, prioritize products and collections for marketing investment, guide go-to-market storytelling, coordinate launch deliverables, and evaluate post-launch performance. It also owns product detail page copy standards, the seasonal product marketing calendar, product launch tiering, and product messaging and content for store floorsets.

Requirements

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

Nice To Haves

Experience in consumer products, apparel, outdoor, or lifestyle brands.

Responsibilities

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.
Identify hero products, key collections, and business opportunities warranting 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.
Lead product positioning and support go-to-market storytelling strategies for launches, seasonal collections, and priority products.
Develop product narratives and marketing briefs to 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.
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.