Manager, Global Public Relations & Social

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 Manager of Global Public Relations & Social is an instrumental role on the Marketing team, responsible for setting global strategies and directives as well as execution within the North America region, supporting all channels of business. This role leads TUMI’s global social media platforms and partners closely on influencer and celebrity talent relations. This position is also responsible for managing regional influencer initiatives to drive earned media value and cultural relevance within North America. The Manager will lead targeted global press and editorial strategies in partnership with external PR Agency to support the brand’s positioning as a global, modern travel and lifestyle premium brand, driving brand awareness and growth. In partnership with Marketing team, the Manager will also oversee and execute global and regional press and image events, with a focus on driving awareness, customer acquisition, and sales.

This role reports to the Director of Global Marketing, based in the New York office, and leads a small team responsible for executing PR and Social Media strategies. The individual will collaborate closely with cross-functional partners across teams such as Global Marketing, Creative, Visual Merchandising, Design, Legal, Merchandising, Licensing, and the North America business unit. Additionally, this role will liaise with external agencies and communicate strategies to TUMI’s regional PR & Influencer leads, including teams in Asia, Europe, and LATAM, as well as manage an external press agency. 

Employees work onsite 4 days, and remotely 1 day weekly.

Responsibilities

• Oversee and execute all Public Relations & Social initiatives for the TUMI brand globally, supporting 360 integrated marketing campaigns and driving innovative communication strategies with a focus on brand-building, storytelling, and consumer engagement
• Lead NA PR agency, developing all necessary PR strategy and asset needs to support global and regional efforts to secure earned media and drive cultural relevance
• Craft, curate, publish, and manage social media accounts for the brand, management of master global social calendar, social content inclusive of copy development, brand voice for TUMI’s social platforms, social design needs for key campaigns, ad-hoc projects, and always-on strategy
• Oversee content mapping and diversification to ensure content is relevant for total social platform ecosystem
• Research, establish and maintain relationships with key press, influencers, content creators, talent, and agents
• Manage day to day needs for TUMI’s global “TUMI Crew” talent relationships including global brand ambassadors
• Manage TUMI’s influencer program, recruiting new social ambassadors for the brand and nurturing /retaining existing relationships that align with TUMI’s voice
• Responsible for the concepting, development, execution and post measurement analysis of press, social, and events to report globally on results, informing future strategies 
• Establish goals for social footprint growth, benchmarking, and ensuring SOV against competitors leveraging in-house tools services
• Oversee influencer and celebrity talent contracts, product gifting and VIP needs
• Partner with Marketing on global and regional event activation plans and support execution of press events in NA
• Consistently deploy content marketing and social media activation best practices, leveraging new and emerging platforms, tools, trends, and partnerships
• Coordinate monthly and campaign-based reporting in partnership with Marketing team and agency partners
• Oversee social community management, including customer service inquiries via social media in collaboration with Consumer Experience team
• Stay informed of all industry news, especially regarding TUMI competitors across all channels and categories
• Lead and develop the team, maintaining a collaborative team environment and supporting career development

We're excited if you have:

The role requires public relations, social, and influencer/talent experience. Excellent communication skills & follow-through, given this role serves as a brand ambassador for TUMI. Experience with social global platforms is a must (Meta, TikTok, YouTube, Twitter, LinkedIn, Snapchat, Pinterest, WeChat, Weibo, etc.). Additionally, candidates should have existing press relations.

• Bachelor’s Degree with 5+ years of relevant experience across press, social, and talent/influencer
• Global experience partnering closely with global teams driving PR and Social strategies
• Keen understanding of 360 marketing strategies, industry trends, and social best practices with Meta, TikTok, YouTube, Snapchat and other key platforms on a global scale
• Deep familiarity with social media, inclusive of audiences, platforms, best practices, creators, and measurement/tracking
• Experience with departmental budget management 
• Highly organized with the ability to manage multiple priorities and work in a fast-paced environment
• Excellent written and verbal communication skills 
• Strong attention to detail
• Ability to collaborate with and influence internal and external partners
• Energetic self-starter with strong initiative, ownership, and accountability for business
• Ability to work efficiently in a high-pressure, fast paced, deadline driven environment
• Understanding of key measurement tools including Tribe, Dash Hudson, Creator IQ, Meltwater
• Press pitching and existing editorial contacts is a plus

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.

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.