Product Marketing Manager

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 that warrant 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.

Requirements

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

Benefits

• 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.*