Director, Global Marketing & CRM

Director, Global Marketing

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-functional 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 & Engagement

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.
Qualifications:

12-15+ years in marketing, PR & CRM roles combined, preferably with global lifestyle consumer brands, with at least 5 years in a Director level role.
Proven innovation in marketing with an ability to strategize and execute compelling 360 brand marketing initiatives.
A deep understanding of customer profile and segmentation, and the ability to develop brand elevating contact strategy/marketing programs that focus investment against high-impact segments and new customer growth/acquisition.
Experience setting and implementing marketing strategies that incorporate a holistic, cross-channel (Retail, Outlet, Wholesale) marketing view across all touch points with an ability to leverage customer insight and business intelligence to drive results in a brand enhancing way and empirically measure effectiveness.
Demonstrated strategy development, financial oversight, project management, strong analytical skills, and a passion for results.
Exceptional leader with experience managing a broad range of teams and a track record of positive communication and influencing skills across organizations.
Experience with the range of marketing vehicles, including digital and social media, event marketing, and CRM programs including direct mail, email and SMS.
Global experience working with regional Marketing and PR Teams.
Experience working with consumer data, deploying campaigns from a CDP, establishment of CRM segmentation strategies, journey building, loyalty, etc.
Past experience with events and experiential marketing, with oversight or close partnership with PR and Marketing events.
Exceptional quantitative skills and a track record of driving and measuring results across channels.
Proven ability to assess talent, build talent capabilities, and coach/mentor and motivate/inspire a high performing team.
Ability to travel domestically and internationally.
About the Team

Why you'll love working here: At TUMI, you'll find a dynamic working environment, joining a community where each team member is empowered with an entrepreneurial spirit. Associates are respected as a vital part of the organization and recognized for their contributions. We believe in a workplace that gives every individual the opportunity to make an impact, and our ongoing commitment is to provide all the tools you need to succeed— guidance towards individual career growth, professional training and development initiatives, and a motivating, exciting environment— along with competitive salaries and comprehensive benefits programs. What we value:
INNOVATIVE BY NATURE. SUSTAINABLE BY CHOICE. TUMI protects the things that matter most, the things you own and the planet you travel to see. Our planet is an astonishing place and we believe it's our responsibility to preserve it for travelers of the future. By putting excellence and quality first, we ensure that every TUMI product has lifelong purpose, supported by our rigorous testing standards, exploration of recycled materials, and global repair network.
PARTNERS WE BELIEVE IN. Staying true to our values by helping take care of the most vulnerable among us aligns with our mission and is a core element of what we do. We focus on three main areas: promoting wellbeing; empowering vulnerable communities; and protecting the earth's beautiful places. Each year we extend our philanthropic efforts to partners that help better the world. From supporting St. Jude Children's Research Hospital fight to cure childhood cancer to Waves for Water who provides clean water to communities in need, we proudly stand by the profound changes they enact.
CULTURE & INCLUSION. As an organization, we are committed to a diverse and vibrant culture, welcoming people from all walks of life. Our long-standing commitment to culture and inclusion empowers each of us to bring our authentic selves and unique differences to work every day.
Job Info

Job Identification 8276
Job Schedule Full time
Display Work Location Tumi NY HEADQUARTERS
Pay Frequency Biweekly
Compensation Currency US Dollar
Minimum Salary 1