Brand Marketing Manager

The Brand Marketing Manager at 5.11 will be pivotal in shaping and guiding the brand's strategic direction to ensure consistent growth and market relevance. This individual will be responsible for developing and executing brand strategies, overseeing marketing initiatives, and ensuring the brand's message is consistent and impactful across all channels. The ideal candidate will have a strong marketing background, a creative mindset, and the ability to analyze market trends to position 5.11 as a leader in the industry. This position is based in Costa Mesa, CA and report to the Director of Brand Marketing.

KEY RESPONSIBILITIES

• Brand Strategy Development: Lead the development and execution of strategic brand plans, including positioning, market segmentation, and targeting to enhance brand visibility and growth.


• Go-to-Market Marketing Campaign Development:  Create and execute integrated marketing campaigns that effectively communicate the brand's value proposition and engage the target audience.


• Campaign Briefing and Copywriting: Develop comprehensive campaign briefs that guide creative teams in producing content that aligns with brand strategy. Review and refine copywriting to ensure messaging is consistent, compelling, and on-brand across all platforms.


• Market Analysis: Conduct market research and analysis to understand industry trends, competitive landscape, and customer preferences, using insights to inform brand strategies.


• Cross-functional Collaboration: Work closely with product development, sales, omnichannel, community activation, and social and digital marketing teams to ensure cohesive brand messaging and campaign alignment.


• Budget and Resource Allocation: Work closely with the director of brand marketing on the brand marketing budget, ensuring optimal allocation of resources for maximum impact and ROI.


• Performance Metrics: Develop and monitor key performance indicators (KPIs) for brand health and marketing effectiveness, making data-driven decisions to optimize brand performance.


• Brand Guardianship: Ensure brand consistency across all marketing materials and channels, maintaining the integrity of the brand identity and standards.


• Stakeholder Engagement: Engage with internal and external stakeholders to gather feedback and insights, fostering strong relationships to support brand objectives.


• Innovation: Identify and capitalize on opportunities for brand innovation and differentiation, staying ahead of market trends and consumer expectations.

 QUALIFICATIONS

• Experience: 5+ years of experience in brand management, marketing, or related field, with a proven track record of developing and executing successful brand strategies.


• Strategic Thinking: Strong strategic planning and analytical skills, with the ability to translate market insights into effective brand strategies.


• Communication Skills: Excellent verbal and written communication skills, with the ability to articulate brand vision and strategies across various audiences.


• Leadership: Demonstrated leadership abilities, with experience managing teams and fostering a collaborative and creative work environment.


• Creativity: Creative mindset with the ability to conceptualize innovative marketing campaigns and brand initiatives.


• Organizational Skills: Exceptional project management skills, with the ability to manage multiple initiatives simultaneously and meet deadlines.


• Adaptability: Flexible and adaptable, able to navigate a fast-paced, ever-changing environment.


• Industry Knowledge: Passion for the tactical and outdoor industry, with an understanding of the market and consumer trends.


• Education: Bachelor's Degree in Marketing, Business Administration, or related field; MBA preferred.

OUR VALUES:

At 5.11 we embrace a high energy culture built upon our values of Service, Unity, Impact and Tenacity.

Service – At 5.11, we wear our passion for service on our sleeves: it is an honor to serve those who serve and people of all walks of life. With humility and great respect for our consumers and our roots,
we take pride in our brand and engage with our communities. By championing the needs of our consumer, we fulfill the mission of a lifetime.

Unity – We build together—as one, global 5.11 family. Our individual abilities and diverse perspectives strengthen outcomes. We collaborate, taking a holistic view and listening actively. By communicating with intention, care and clarity, we empower each other to reach new heights.

Impact – We have big ambitions, and they start and end with our consumer. With them in mind, we innovate for impact—we think big, think creatively and challenge norms. We foster curiosity and iterate, relentlessly pursuing solutions. For ultimate impact, we drive to disrupt for good.

Tenacity – We are tenacious in our pursuits and accountable to each other. This builds trust and the confidence to rise to any challenge. We have the courage to take risks and, no matter the outcome, we flex and adapt, always having each other’s backs. We persist—determined to Always Be Ready.

Pay Range: $95,000-$105,000 annually plus bonus based on experience

5.11 Tactical 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.*

California Privacy Note:  As of January 1, 2023, California residents have the right to know what personal information that 5.11 has collected about them, right to correct inaccurate information, or request that their personal information be deleted, subject to certain limitations. If you’re a California resident you may view the policy HERE (https://bit.ly/3W62pNg) and if you would like to make a request regarding your personal data, please CLICK HERE (https://bit.ly/4b31XDX).