Director, Global Marketing & CRM

TUMI; New York (NY); On-site; USD 150,000 - 200,000; Full time

Job summary

TUMI is looking for an experienced Global Marketing Director to spearhead its worldwide marketing strategy. This pivotal role will focus on driving brand growth, enhancing consumer engagement, and increasing revenue across various regions and channels. The position allows for a hybrid working model, combining four days on-site with one remote day each week.

If you have a strong background in marketing with a global lifestyle brand and exceptional leadership skills, this could be the next step in your career.

Qualifications

• 12–15+ years in marketing, PR, and CRM roles, preferably with global lifestyle consumer brands.
• Proven ability to strategize and execute compelling 360° brand marketing initiatives.
• Deep understanding of customer profiling and segmentation.

Responsibilities

• Develop and lead the global marketing strategy aligned with business objectives.
• Execute integrated marketing campaigns across digital, retail, and other channels.
• Analyze market trends and consumer insights to inform strategy.

Skills

Strategic planning

Analytical skills

Leadership

Digital marketing

Customer relationship management (CRM)

Job description

We are seeking an experienced Global Marketing Director to lead the development and execution of our worldwide marketing strategy, driving brand growth, consumer engagement, and revenue across all regions and channels. The role is hybrid – on‑site 4 days and remote 1 day per week.

Responsibilities

• Develop and lead the global marketing strategy aligned with business and brand objectives.
• Execute global marketing briefs for external agency partners and internal alignment.
• Produce detailed shot lists in partnership with 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, working closely with legal counsel.
• Analyze market trends, consumer insights, and competitive landscape to inform strategy.
• Support various marketing initiatives across global consumer research, brand positioning, and testing.
• Develop and execute seasonal marketing strategies with in‑house Creative Services, PR, Design, Visual Merchandising, Finance, and Sales/Planning.
• Manage projects supporting retail stores, wholesale, and e‑commerce channels.
• 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.
• Partner with regional teams to adapt global campaigns for local markets.
• Work closely with e‑commerce, 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 on philanthropic initiatives and cause marketing.
• Establish and monitor KPIs and ROI to measure campaign effectiveness, leveraging GMMM data and insights.
• Execute data‑driven strategies, synthesizing database insights, consumer studies, and brand health research.
• Report on performance and provide actionable recommendations to senior leadership.
• 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.
• Build critical partnerships with Global Marketing, NA e‑Commerce, Product Merchandising, Retail, Visual Merchandising, Finance, and Channel Leadership.
• Manage relationships with external agencies, media partners, and vendors.
• Select and evaluate partners to support social, PR, talent, publisher, and consumer insight initiatives.
• Envision omnichannel marketing strategies to create moments of impact for customers and build emotional connections.
• Increase acquisition and retention of profitable customers through direct‑to‑consumer CRM and loyalty programs.
• Partner with Customer Experience and Customer Care teams to address feedback, identify trends, and improve brand experience.
• Create personalized communications to drive repeat purchase and foster omni‑behavior.
• Ensure timely and effective response strategies for customer concerns raised through digital channels.

Qualifications

• 12–15+ years in marketing, PR, and CRM roles, preferably with global lifestyle consumer brands, with at least 5 years in a director‑level role.
• Proven ability to strategize and execute compelling 360° brand marketing initiatives.
• Deep understanding of customer profiling, segmentation, and development of brand‑elevating contact strategies.
• Experience setting and implementing cross‑channel marketing views (retail, outlet, wholesale) with data‑driven decision making.
• Strong strategic planning, financial oversight, project management, analytical skills, and passion for results.
• Exceptional leadership experience managing broad teams and influencing across organizations.
• Proficiency with digital, social media, event marketing, and CRM programs including direct mail, email, and SMS.
• Global experience working with regional marketing and PR teams.
• Experience with consumer data, CDP deployment, segmentation strategies, journey building, and loyalty programs.
• Experience in events and experiential marketing with partnership to PR and marketing events.
• Exceptional quantitative skills and ability to drive and measure results across channels.
• Proven talent assessment, capability building, coaching, mentoring, and team motivation.
• Ability to travel domestically and internationally.

TUMI is an equal‑opportunity employer and is committed to a work environment that treats all applicants, associates, customers, and employees with dignity and respect free from unlawful harassment, discrimination, or retaliation.