Senior Manager, Global Media

About this role

The Senior Manager, Global Media is responsible for leading the development and execution of the brand’s global media strategy while overseeing tactical media activation across North America. This role guides regional teams, strengthens global media partnerships, and ensures media plans are aligned with business objectives, brand priorities, and local market needs. The position will also manage TUMI’s North American media investment and drive full-funnel execution across paid social, paid search, display, affiliate, SEO, OOH, and publisher partnerships. This leader should be both strategic as well as hands-on with a passion for luxury retail and ecommerce, emerging media technologies, data-driven decision-making, and innovative partnerships. This role requires a collaborative, entrepreneurial, and test-and-learn mindset, with the ability to influence senior leaders, regional stakeholders, agency partners, and cross-functional teams. This is a hybrid role; we work on site 4 days and remotely 1 day weekly.

Global Media Develop overall global media strategy aligning it with business objectives. Ensuring plans are adaptable to regional market dynamics. Guide regional media leads on best practices, fostering collaboration and consistency in media planning and execution across markets. Present media landscape, thought leadership, and best practices to c-suite and regional leadership bi-annually at Global Brand Presentation. Lead negotiations with global media vendors on TUMI specific rate cards and packages that yield efficiencies and preferred inventory. Own TUMI relationship with global platforms (e.g. Meta, TikTok, Google) and partner with regional teams to ensure account taxonomy follows best practice.

Samsonite Enterprise/Partner Relationship Serve as TUMI media point of contact for global measurement partner (Deloitte), and manage GMMM scenario planning and reporting needs. Oversee media planning for global partnership requirements with PGA, LPGA, & McLaren; ensuring investments maximize brand awareness and satisfy contractual obligations. In partnership with Samsonite GMEO office, key conduit for building & managing global platform relationships that conclude in the definition and management of joint business plans (JBPs) that will accelerate media application and activation across markets.

North American Media Tactical Execution: Develop, execute, optimize, and report on full-funnel North American media plans across OOH, publishers, paid search, SEO, affiliate, paid social, and display, translating marketing objectives into tactics that drive sales, customer engagement, and corporate growth. Manage the North American media budget of $20MM+, ensuring strategic investment supports demand generation and capture objectives. Oversee an Ecommerce Associate, ensuring performance media procedures are executed efficiently and professional growth is supported. Partner with the Ecommerce Director and ecommerce partners on forecasting, performance-channel optimization, and linking strategies to achieve ecommerce results. Collaborate cross-functionally with Retail and other internal stakeholders on activation plans that support key markets, ecommerce, and store performance, using Conversion APIs and other reporting tools to measure results. Manage Lease Required Advertising obligations with Finance and Retail teams. Manage execution of card-linked offers that drive omnichannel sales, including American Express, Rakuten Rewards, and Chase Rewards. Lead weekly, quarterly, and ad hoc reporting across digital marketing channels, partnering internally and externally to communicate KPIs, campaign performance, strategic insights, successes, opportunities, and learnings. Serve as the liaison with media agency partners, develop media briefs, and coordinate with the in-house creative team to ensure assets are created, delivered, and trafficked on time. Optimize campaigns based on historical performance, upcoming creative, and actionable insights to drive results. Support 360-degree marketing activations, with an emphasis on customer recruitment. Provide input on full-funnel integrated brand planning and execution, considering financial, marketing, customer, and brand strategies across online and store channels. Manage the digital marketing calendar across all channels and promotional activity. Collaborate, consult, and influence effectively across the organization. Apply a test-and-learn approach by identifying growth opportunities and bringing innovative thinking, ideas, and industry trends that strengthen customer engagement and financial performance.

QualificationsQualifications: Seasoned consumer brand marketer with 7+ years of relevant professional experience. Bachelor’s degree in Marketing, Advertising, Communications, Business Administration, or a related field. Hands on experience with full funnel marketing tactics and channels Proven track record and hands-on experience with Paid Social, Affiliates SEO, SEM, web analytics (GA). Possesses customer-centric mindset. Ability to positively collaborate and work effectively with cross-functional teams including Creative, Ecommerce Operations, IT, Merchandising and CRM Analytical, strategic, and creative, thrives in a fast-paced environment, prioritizing and ability to juggle multiple projects at once Excellent project management skills, a strong problem solver with clear attention to detail, and passion for pioneering new customer acquisition and growth Ability to manage several projects simultaneously and prioritize appropriately in a fast-paced environment. Strong analytical and problem-solving skills Ability to collect data, analyze trends, identify strategic recommendations and prioritize appropriately in a fast-paced environment Highly organized with the ability to multi-task projects with prioritizing Ability to take direction and turn top level strategies into actional plans Entrepreneurial mindset Experience within specialty retail or luxury brand is a plus Strong collaboration and influencing skills, with a positive attitude and willingness to learn and partner effectively across internal teams, regional stakeholders, agencies and external partners Ability to perform physical tasks as needed, including lifting and carrying items up to 30 lbs.

Associate Benefits: Career pathing Work-life balance Training Paid time off Pet Insurance Tuition Reimbursement Employee Discount Employee Assistance Program (EAP) Comprehensive benefits package including medical and dental insurance with partial employer contributions, vision insurance, company-paid basic life insurance, Accidental Death & Disability Insurance, Supplemental Life insurance, 401(k) with a company match, and commuter benefits. This role may have the opportunity to earn an annual target bonus based on several factors including Company and individual performance, subject to the terms and conditions of the Company’s bonus plan in effect from time to time. Details regarding the plan are outlined in each employee’s plan agreement.

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.

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.

The actual rate of pay offered depends on various factors, including qualifications for the position and relevant experience; as well as other legitimate, non-discriminatory business factors specific to the position or location.

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.