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:   Digital Merchandising & Trading   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.   Customer Journey, Search & Optimization   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 escalate 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, pric