Senior Manager, Site Merchandising

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. The Senior Manager, Site Merchandising leads the commercial strategy and day-to-day performance of the 5.11 digital storefront. This role owns how product, content, navigation, search, and onsite experiences come together to drive revenue, conversion, average order value, engagement, and product performance. Blending the art and science of digital merchandising, you’ll combine strong product curation and storytelling with customer behavior, inventory insights, and performance data to create compelling, intuitive shopping experiences. You’ll set the site merchandising roadmap and operating cadence, translate customer and business insights into action, and lead the team responsible for site merchandising, ecommerce operations, product content, and digital asset readiness. What You’ll Do: Own the end-to-end site merchandising strategy across full-price, product launch, and promotional experiences. Lead weekly and in-season trading, using revenue, conversion, average order value, add-to-cart, traffic, inventory, and category performance to identify opportunities and establish priorities. Lead product curation and storytelling across categories, launches, and key commercial moments, balancing brand presentation with customer behavior, inventory position, and performance data. Establish standards for the customer journey from homepage through category and product pages, with a focus on product discoverability, engagement, and conversion. Identify opportunities to improve product and category productivity through merchandising strategies and onsite experiences. Own the strategic roadmap for navigation, category structure, product listing pages (PLPs), product detail pages (PDPs), onsite search, recommendations, filters, and product discovery. Identify customer friction points and growth opportunities using behavioral data, customer feedback, reviews, and site analytics. Build and prioritize a merchandising testing roadmap in partnership with Analytics, Digital Product, and Marketing. Drive continuous improvement across sorting, badging, bundling, recommendations, personalization, and promotional merchandising. Use testing and performance insights to continuously improve the digital shopping experience. Go-to-Market & Cross-Functional Leadership Co-develop the digital content and merchandising calendar, ensuring alignment with DTC strategy, product launches, inventory position, and brand marketing plans. Partner with Product, Inventory Management, Planning, Marketing, Creative, Finance, Analytics, and Digital Product to translate business priorities into a cohesive digital experience. Establish launch-readiness expectations and proactively identify and elevate merchandising, operational, content, and creative dependencies. Ensure the digital storefront delivers an integrated customer and commercial experience across campaigns, launches, categories, and promotions. Team Leadership & Operations Lead, coach, and develop the Site Merchandising team, establishing clear priorities, ownership, KPIs, and development plans. Build scalable processes that allow the team to focus on high-impact merchandising, customer experience, and commercial opportunities. Establish effective workflows and service levels across site merchandising, ecommerce operations, product content, and digital assets. Identify opportunities to streamline and automate manual processes, partnering with Technology and cross-functional teams to improve product setup, pricing, markdowns, publishing, asset workflows, and quality assurance. Drive accountability and collaboration across the team while continuously improving how work gets done. Performance & Leadership Communication Own merchandising performance reporting and clearly communicate opportunities, risks, priorities, actions, and results to leadership. Measure the effectiveness of launches, promotions, categories, and site experiences and translate insights into future strategies. Establish and monitor KPIs across both commercial performance and operational execution. Use data and customer insights to influence priorities and support strategic business decisions. What You Bring: 7+ years of experience in ecommerce, digital merchandising, or digital retail, including experience leading teams or functions. Strong commercial and analytical acumen with demonstrated ability to translate site, customer, and financial KPIs into revenue-driving actions. Deep understanding of digital merchandising, product curation and storytelling, customer journey optimization, navigation, onsite search, PLP/PDP optimization, personalization, and conversion. Ability to balance creative and brand instincts with customer insights, inventory considerations, and commercial performance. Experience leading complex, cross-functional digital initiatives across Product, Marketing, Creative, Inventory/Planning, Analytics, and Technology. Experience with Adobe Commerce/Magento or similar ecommerce platforms preferred. Experience with analytics and reporting tools such as GA4, Adobe Analytics, or Power BI preferred. Experience with project management tools such as JIRA or Asana preferred. Strong leadership, prioritization, communication, and presentation skills. Pay Range: $130,000-$145,000 plus bonus! 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.* You can find out what personal information we collect, correct any inaccuracies, or ask us to delete your personal information (with some exceptions). To check out our policy, click HERE . If you want to make a request about your personal data, CLICK HERE. Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities #J-18808-Ljbffr 5.11