Manager, Global Public Relations & Social

Tumi•New York, NY

47d•$124,000 - $129,000•Hybrid

About The Position

The Manager of Global Public Relations & Social is a strategic role responsible for driving TUMI's global brand awareness, cultural relevance, and customer acquisition through integrated public relations, social media, and influencer strategies. This role manages TUMI's global social platforms, influencer partnerships and global talent relations, while also leading North America regional initiatives, that maximize earned media value. The Manager will develop and execute targeted global press and editorial strategies in partnership with the external PR agency, positioning TUMI as a modern, premium global travel and lifestyle brand. Additionally, this role oversees regional and global press and image events designed to drive brand awareness, customer acquisition, and sales growth. The Manager leads a team of two direct reports who support execution across press, social media, and influencer functions, and collaborates closely with cross-functional partners including Global Marketing, Creative, Design, Merchandising, Legal, Licensing, and the North America business unit. This role also communicates strategic guidelines to Regional Marketing leads overseeing press, social and influencer across Asia, Europe, and LATAM, while managing relationships with external press agencies and social-first partners. Reporting to the Director of Global Marketing, this position is based in the New York office. We work a hybrid schedule of 4 days in office and 1 day remote weekly.

Requirements

Strategic role responsible for driving TUMI's global brand awareness, cultural relevance, and customer acquisition through integrated public relations, social media, and influencer strategies.
Manages TUMI's global social platforms, influencer partnerships and global talent relations.
Leads North America regional initiatives.
Develops and executes targeted global press and editorial strategies in partnership with the external PR agency.
Oversees regional and global press and image events.
Leads a team of two direct reports.
Collaborates closely with cross-functional partners including Global Marketing, Creative, Design, Merchandising, Legal, Licensing, and the North America business unit.
Communicates strategic guidelines to Regional Marketing leads overseeing press, social and influencer across Asia, Europe, and LATAM.
Manages relationships with external press agencies and social-first partners.
Reporting to the Director of Global Marketing.
Based in the New York office.
Comfortable handling products on an ongoing basis.

Responsibilities

Develop and execute global PR and social strategies for integrated marketing campaigns, driving brand awareness, storytelling, and consumer engagement
Lead North America external PR agency partnership, developing strategies and press content to secure earned media and cultural relevance
Manage TUMI’s global social media platforms, including content strategy, calendar management, copywriting, brand voice, and campaign design across all channels
Research and cultivate relationships with key press, influencers/creatives, content creators, talent, and agents; oversee TUMI Crew ambassador relationships and influencer program
Oversee influencer and talent contracts across global and North America initiatives, product gifting, seeding, and VIP engagement
Conceive, develop, and execute press, social, and event campaigns; measure performance and report results to inform future strategies
Partner with Marketing on global and regional event activation and press event execution in North America
Establish social growth targets and competitive benchmarking; monitor competitive social activity across social channels
Manage social community and customer service inquiries in collaboration with Consumer Experience team; support reputation management on TUMI global social channels.
Deploy content marketing and social media best practices, leveraging emerging platforms, tools, and trends
Coordinate monthly and campaign-based reporting with Marketing and agency partners
Engage with TUMI sample management and product seeding efforts, which may include packing and unpacking boxes, lifting items up to 30 lbs., coordinating influencer gifting, and supporting product needs for social-first content shoots. The individual must be comfortable handling products on an ongoing basis.
Monitor industry news and competitor activity across all channels and categories
Lead and develop team of two direct reports; foster a collaborative environment and support career development