SVP, Global Marketing

TUMI; New York (NY); On-site; USD 250,000 - 400,000; Full time

Job summary

TUMI in New York seeks a Senior Vice President of Marketing to shape global brand presence, accelerate growth, and own the full marketing P&L. This leader will unite brand strategy, culture, content, and commercial activation across markets.

You will build desire and relevance through storytelling, creators, communities, and culture, while evolving the media ecosystem and integrating product launches with consumer engagement. A proven track record in premium brands and global scale is essential.

Qualifications

• Marketing leadership experience in premium/lifestyle/global brands.
• Modernizing a marketing organization towards creator-, social-, data-led approaches.
• Fluency in current media and platform landscape including AI-driven personalization.
• Experience building and scaling global campaigns with regional flexibility.
• Strong commercial instincts with P&L ownership.
• Collaborative and curious leadership across creative, PR, digital, and marketing teams.
• Ability to communicate, build relationships, and influence at all levels of the organization.

Responsibilities

• Define and evolve the global brand strategy, positioning, and narrative.
• Translate brand purpose into stories, experiences, and expressions that drive desirability.
• Ensure recognizable visual identity, tone of voice, and cultural presence across markets.
• Balance long-term brand building with rapid experimentation in today’s media environment.
• Lead the New Media Ecosystem with integrated paid, owned, earned, and creator strategies.
• Develop a modern content engine for hero, social-first, creator, and product storytelling.
• Connect brand storytelling with product launches and commercial priorities.
• Create a culture of curiosity about consumers and cultural insights to guide decisions.

Skills

Global brand strategy

Modernizer

Platform fluency

Global scale

Business driver

Personal leadership

Influence

Job description

The Senior Vice President of Marketing is a modern, culturally connected, and commercially minded leader responsible for shaping how our brand shows up in the world and accelerating its next chapter of growth. This leader will be responsible for building desire, relevance, and distinction for the brand globally connecting brand strategy, culture, creativity, content, media, consumer engagement, and commercial activation into one powerful marketing ecosystem, while owning the full marketing P&L.

This leader understands that modern brands are built through a continuous combination of storytelling, creators, communities, cultural moments, experiences, partnerships, social platforms, earned media, retail, and increasingly personalized consumer relationships.

The ideal candidate understands both the enduring principles of brand building and the rapidly changing ways consumers discover, experience, talk about, and ultimately choose brands.

KEY RESPONSIBILITIES

Build Global Brand Desire

• Define and continuously evolve the global brand strategy, positioning, and narrative.
• Translate the brand’s purpose and positioning into distinctive stories, experiences, and expressions that create emotional connection and long-term desirability, rooted in a human truth.
• Ensure the brand has a recognizable point of view, visual identity, tone of voice, and cultural presence across markets and consumer touchpoints.
• Balance the discipline of long-term brand building with the speed and experimentation required by today’s media environment.

Position the Brand in Culture

• Move the brand from simply communicating campaigns to participating meaningfully in culture.
• Identify the cultural conversations, communities, personalities, partnerships, and moments where the brand has permission to participate.
• Build relationships with creators, tastemakers, ambassadors, and cultural institutions capable of extending the brand’s relevance and reach.

Reinvent Content & Storytelling

• Build a modern global content engine capable of producing culturally relevant content at the speed consumers expect.
• Develop a clear ecosystem for hero storytelling, social-first content, creator content, product storytelling, editorial content, and real-time cultural activation.
• Move beyond a campaign-centric marketing calendar toward an always-on storytelling model.
• Ensure creative ideas can travel across platforms while respecting the different behaviors, formats, and communities of each channel.
• Champion experimentation with emerging creative technologies, including generative AI, while maintaining high standards of creativity, originality, and brand integrity.

Lead the New Media Ecosystem

• Develop an integrated approach across paid, owned, earned, shared, and creator media.
• Continuously evolve the global media mix as consumer attention shifts across platforms.
• Build media strategies around attention and influence, not simply impressions.
• Develop strong partnerships with the world’s most relevant platforms, publishers, creators, and media partners.

Build Creator & Community Marketing as a Core Capability

• Develop a sophisticated global creator strategy that extends far beyond traditional influencer marketing.
• Understand how advocacy, user-generated content, social conversation, and community can become meaningful drivers of brand equity and acquisition.

Connect Brand and Commerce

• Ensure marketing ultimately contributes to sustainable business growth.
• Partner closely with product, merchandising, retail, e-commerce, and regional teams to connect global brand storytelling with product launches and commercial priorities.
• Build stronger connections between storytelling and conversion across digital commerce, stores, and wholesale environments.
• Treat stores and physical experiences as important brand media, not simply points of distribution.
• Make consumer understanding a competitive advantage.
• Combine traditional research with social listening, search behavior, cultural intelligence, community insights, CRM data, and behavioral signals to understand how consumers and culture are changing.
• Translate insights into clear decisions about audiences, products, communication, and experiences.
• Create an organization that is curious about consumers rather than dependent solely on periodic research presentations.

Create a Modern Measurement Model

• Build a measurement framework that balances brand health, cultural relevance, consumer engagement, and commercial performance.
• Move the organization beyond simplistic measures such as impressions, clicks, and last-touch attribution.

Lead a Global Marketing Organization

• Build, inspire, and develop a world-class global marketing organization.
• Create a culture that combines creative ambition, consumer obsession, commercial accountability, curiosity, and speed.
• Clarify the respective roles of global and regional marketing teams while allowing markets enough flexibility to remain culturally relevant.
• Attract a new generation of marketing talent across brand, social, content, creators, media, consumer insights, and emerging capabilities.

QUALIFICATIONS

• Marketing Leader: 12+ years of senior marketing leadership experience, ideally within a premium/lifestyle, travel, fashion, or consumer goods brand with global scale.
• Modernizer: Demonstrated track record of modernizing a marketing organization—shifting from traditional brand marketing toward creator-, social-, and data-led approaches while preserving premium brand positioning.
• Platform Fluency: Fluency in the current media and platform landscape, including the creator economy, short-form video, social commerce, retail media networks, AI-driven personalization, and community-led growth.
• Global Scale: Experience building and scaling global campaigns that flex locally, working across regional teams and agency partners, and building and managing both in-house and external creative resources.
• Business Driver: Strong commercial instincts, with experience owning a marketing P&L and connecting brand investment to measurable growth outcomes.
• Personal Leadership: Collaborative and curious leadership style, energized by culture, emerging platforms, and shifts in consumer behavior. Experience leading and developing high-performing creative, PR, digital, and marketing teams.
• Influence: Ability to communicate effectively, build relationships, and influence at all levels of the organization.