Event & Retail Marketing Manager

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 Event & Retail Marketing Manager leads the planning and execution of brand events, retail store openings, and on-site activations for 5.11.


This individual brings structure, clarity, and proactive planning to all activations, ensuring cross-functional alignment, strong execution, and measurable results. They partner closely with Marketing, Retail, and Pro teams to create cohesive and effective brand experiences.

What You'll Do:

• Plan and execute events, store openings, and retail activations from concept through completion
• Develop detailed event plans that align with marketing objectives and ensure consistent execution
• Partner with Marketing Operations to maintain an accurate, up-to-date marketing calendar
• Collaborate cross-functionally with Pro Marketing and Retail teams to ensure strong and consistent brand representation
• Identify and develop opportunities to engage target audiences through events and local partnerships
• Manage event budgets, ensuring spend aligns with scope and business priorities
• Define, track, and report on event KPIs; use insights to optimize future activations
• Lead and manage Community Relations and Event Specialist team members, setting clear expectations for planning, communication, and execution
• Ensure all activations are planned proactively, communicated in advance, and executed with precision
• Maintain a high standard of brand consistency, quality, and professionalism across all activations
• Communicate plans, updates, and results clearly to internal stakeholders
• Operate in alignment with 5.11’s core values in all aspects of planning and execution

What You Bring:

• 5–8+ years of experience in event marketing, retail marketing, or experiential marketing
• Proven track record of planning and executing events, store openings, or brand activations end-to-end
• Strong project management and organizational skills, with the ability to manage multiple initiatives simultaneously
• Experience managing budgets and tracking spend against defined scope
• Ability to define, measure, and analyze event performance metrics
• Experience leading and managing direct reports, with a focus on accountability and execution
• Strong cross-functional collaboration skills across Marketing, Retail, and external partners

Pay Range: $95,000-$115,000 annually plus bonus based on experience

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.*

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Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities


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