Tumi-US-Director, Global Marketing & CRM

The Director, Global Marketing is responsible for developing and executing global marketing strategies that drive brand growth, consumer engagement, and revenue performance across all regions and channels. This leadership role oversees key marketing disciplines including social, press, and CRM, while partnering cross-functionally to ensure consistent brand positioning and locally relevant execution.

The ideal candidate is a strategic, creative, and results-driven leader who can balance compelling brand storytelling with commercial impact and who thrives leading high-performing teams in a fast-paced, global environment. This is a hybrid position; we work on site 4 days and remotely 1 day weekly.

Global Marketing Strategy & Execution

• Develop and lead the global marketing strategy aligned with business and brand objectives
• Execution of Global Marketing Briefs, for external agency partners and internal alignment
• Execution of detailed shot lists, in partnership with global product management, based on global buy
• Drive integrated marketing campaigns across digital, retail, wholesale, social, PR, and CRM channels
• Ensure consistent brand positioning and messaging across all markets
• Support Global Talent and influencer strategies, with close partnership with legal counsel
• Analyze market trends, consumer insights, and competitive landscape to inform strategy
• Support various marketing initiatives across global consumer research, brand positioning, testing, etc.
• Develop and execute seasonal marketing strategies partnering with in-house Creative Services team, PR, Design, Visual Merchandising, Finance and Sales/Planning.
• Manage projects supporting various needs across the business channels (Retail Stores – full priced and outlet, Wholesale and ECOMM)

Brand Management

• Strengthen brand equity through impactful storytelling and consistent execution
• Partner with creative teams to deliver compelling global campaigns and content
• Maintain brand standards and governance across all regions and touchpoints

Cross-Functional Collaboration

• Partner with regional teams to adapt global campaigns for local markets
• Work closely with eCommerce, retail, merchandising, and product teams to align priorities
• Collaborate with consumer experience teams to address customer feedback and improve engagement
• Partner closely with Sustainability team regarding ongoing philanthropic initiatives and cause marketing efforts.

Performance & Analytics

• Establish and monitor KPIs and ROI to measure campaign effectiveness and ROI, leveraging GMMM data and insights to inform.
• Execute data-driven strategies through expertise of synthesizing TUMI database insights, conducting consumer insights, brand health studies; having the ability to link multiple sources of data and consumer insights together to create a cohesive consumer story, across multiple regions and channels.
• Report on performance and provide actionable recommendations to senior leadership

Team Leadership, Development & Collaboration

• Lead and develop a high-performing, cross-functional marketing team
• Foster a culture of inclusion, collaboration, accountability, and continuous improvement
• Provide coaching, feedback, and mentorship to support team growth
• This position requires building critical partnerships with Global Marketing, NA E-Commerce, Product Merchandising, Retail teams (Real-Estate, Operations, etc), Visual Merchandising, Finance and Channel (Retail, Outlet and Wholesale) Leadership.
• Close collaboration, alignment and communication with international Global Marketing peers will

also be expected; reviewing projects for global review, feedback and approvals ongoing.

External Partnerships

• Manage relationships with external agencies, media partners, and vendors
• Evaluate and select partners to support global marketing initiatives, across social, PR, talent, publisher partners, and consumer insights.

Customer Experience & Engagemen

• Envision and active omnichannel Marketing strategies that create moments of impact for customers, build emotional connections to TUMI products, and encourage a sense of loyalty.
• Increase acquisition and retention of profitable customers, leveraging direct to consumer CRM strategies leveraging TUMI’s NA customer database, CDP and SMS programs.
• Partner with Consumer Experience and TUMI Customer Care teams to address customer feedback, identify trends, and improve the overall brand experience.
• Create and leverage personalized and strategic customer communications to drive repeat purchase and foster omni-behavior.
• Ensure timely and effective response strategies for customer concerns raised through digital channels, including social media and online platforms, (community and reputation management) to protect and enhance brand reputation.