Job Description

Director of Global Marketing

Who we are: 

Since 1975, TUMI has been creating world-class business, travel and performance luxury essentials, designed to upgrade, uncomplicate, and beautify all aspects of life on the move. Blending flawless functionality with a spirit of ingenuity, we’re committed to empowering journeys as a lifelong partner to movers and makers in pursuit of their passions. The brand is sold globally in over 75 countries with approximately 2,000 points of sale.

Your role at Tumi: 

The Director, Global Marketing and CRM will be responsible for development of both Global Marketing strategic guidance, in addition to execution and implementation of Marketing strategies that support the TUMI North America Retail, Outlet and Wholesale businesses. This position will be a key leader of the North America business by continuing to build innovative marketing and customer strategies that elevate brand positioning, communications strategies, and personalization across all touchpoints - ultimately driving customer acquisition, retention and engagement.

This position will report into the Senior Vice President of Global Marketing & eCommerce and will partner closely with business leaders to deliver TUMI NA financial and brand health targets. This position will contribute thought leadership to the organization, demonstrating a strong sense of brand, product, and unwavering customer focus. The Director, Global Marketing and CRM will foster a progressive spirit of innovation in leading a cross-functional team across PR/Social, Marketing and CRM.

•        Drive 360 Marketing strategies, with communication on global guidance to all regional leads and direct responsibility for execution of such strategies within North America (US & Canada).

•        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.

•        Mentor and lead a diverse team that rewards independent thinkers who drive the brand vision forward and are accountable for driving acquisition and business results.

•        Ability to 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.

•        Closely partner with the internal North America business teams, ensuring Marketing strategies are fully aligned with the business priorities and demands, including: o Wholesale accounts inclusive of department stores, specialty accounts and off-priced partners

•        Develop and execute seasonal marketing strategies partnering with in-house Creative Services team, PR, Design, Visual Merchandising and Sales/Planning.

•        Create and leverage personalized and strategic customer communications to drive repeat purchase and foster omni-behavior.

•        Develop regional marketing strategies to build local business through relevant local partnerships and targeted customer-focused initiatives

•        Increase acquisition and retention of profitable customers, leveraging direct to consumer CRM strategies leveraging TUMI’s NA customer database, CDP and SMS programs

•        Execution of consumer engagement strategies, forecasting direct to consumer engagement strategies that drive loyalty and retention, maximizing customer journeys across “business as usual” messaging, personalized touch points, transactional and behavioral triggers, balancing cadence and touchpoints that drive. Business.

•        Build, monitor, and demonstrate ROI in the marketing budget

•        Partner with Wholesale team, leading initiatives that support the growing business needs for all product categories

•        This position requires building critical partnerships with Global Marketing, NA E-Commerce, Product Merchandising, Retail teams (Real-Estate, Operations, etc), Visual Merchandising and Channel (Retail, Outlet and Wholesale) Leadership.

•        Close collaboration, alignment and communication with international Global Marketing peers will also be expected.

We're excited if you have:

•        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, leadership, ability to establish positive relationships, influencing, strong analytical skills, and communication skills, along with a passion for results.

Professional Qualifications:

•        10+ years in marketing & CRM roles combined, preferably with lifestyle brands

•        Exceptional leader with experience managing a broad range of teams and a track record of positive 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

•        Exposure to a global brand and matrixed environment

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.

•        DIVERSITY & 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 diversity and inclusion empowers each of us to bring our authentic selves and unique differences to work every day.

Tumi is an equal opportunity employer and is committed to promoting and maintaining a work environment in which all applicants, associates, customers, and other individuals are treated with dignity and respect free from unlawful harassment, discrimination, or retaliation.

Minimum Pay Rate:

$165,000 per year

Maximum Pay Rate:

$185,000 per year