5.11
Director, Merchandising - Direct-to-Consumer
5.11, Costa Mesa, California, United States, 92626
Director, Merchandising - Direct-to-Consumer
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 products that empower them to push boundaries every day.
About the Role 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, optimise 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.
What You’ll Do
Lead DTC merchandising strategy across e‑commerce and 120+ monobrand stores
Shape line architecture, depth, and channel exclusives to maximise 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 localised 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
What We’re Looking For
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
Experience in lifestyle, performance, or tactical/outdoor apparel and footwear preferred
Strong analytical, leadership, and communication skills
Demonstrated ability to build processes, drive alignment, and scale categories or teams
Key Outcomes
Drive DTC channel revenue and margin growth
Increase e‑commerce conversion, traffic, and average order value
Boost retail productivity and sell‑through rates
Ensure seasonal calendar adherence and on‑time launches
Elevate consumer engagement and NPS across digital and retail channels
Pay Range $155,000–$180,000 annually plus bonus based on experience.
Benefits 5.11 offers a best‑in‑class benefits program including medical, dental and vision insurance, a 401(k) plan with employer match, employer‑paid basic life and AD&D insurance. Employees can also choose from voluntary benefits such as Hospital Indemnity/Accident insurance, Flexible Spending Account / Health Savings Account, Employee Assistance Program, Paid Time Off/ Paid Holidays/Sick Time, Casual Dress Code and Employee Discounts.
Equal Opportunity Employer 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.
Seniority Level Director
Employment Type Full‑time
Job Function Product Management
Industry Retail Apparel and Fashion
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About the Role 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, optimise 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.
What You’ll Do
Lead DTC merchandising strategy across e‑commerce and 120+ monobrand stores
Shape line architecture, depth, and channel exclusives to maximise 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 localised 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
What We’re Looking For
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
Experience in lifestyle, performance, or tactical/outdoor apparel and footwear preferred
Strong analytical, leadership, and communication skills
Demonstrated ability to build processes, drive alignment, and scale categories or teams
Key Outcomes
Drive DTC channel revenue and margin growth
Increase e‑commerce conversion, traffic, and average order value
Boost retail productivity and sell‑through rates
Ensure seasonal calendar adherence and on‑time launches
Elevate consumer engagement and NPS across digital and retail channels
Pay Range $155,000–$180,000 annually plus bonus based on experience.
Benefits 5.11 offers a best‑in‑class benefits program including medical, dental and vision insurance, a 401(k) plan with employer match, employer‑paid basic life and AD&D insurance. Employees can also choose from voluntary benefits such as Hospital Indemnity/Accident insurance, Flexible Spending Account / Health Savings Account, Employee Assistance Program, Paid Time Off/ Paid Holidays/Sick Time, Casual Dress Code and Employee Discounts.
Equal Opportunity Employer 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.
Seniority Level Director
Employment Type Full‑time
Job Function Product Management
Industry Retail Apparel and Fashion
#J-18808-Ljbffr