Senior Manager, Global Media

Tumi•New York, NY

2d•$135,000 - $145,000•Hybrid

About The Position

The Senior Manager, Global Media leads the development and execution of TUMI’s global media strategy and oversees tactical media activation across North America. The role guides regional teams, strengthens global media partnerships, and ensures media plans support business objectives, brand priorities, and local market needs. It manages North American media investment and drives full-funnel execution across paid social, paid search, display, affiliate, SEO, OOH, and publisher partnerships. The position calls for a strategic yet hands-on approach, with a passion for luxury retail and ecommerce, emerging media technologies, data-driven decisions, and innovative partnerships. The role requires collaboration, an entrepreneurial and test-and-learn mindset, and the ability to influence senior leaders, regional stakeholders, agency partners, and cross-functional teams. The role is hybrid, with four days onsite and one day remote each week. It leads global media strategy and regional alignment; manages enterprise measurement and platform relationships; oversees global partnership media planning; and manages North American media planning, investment, activation, optimization, and reporting. It also oversees an Ecommerce Associate and works with ecommerce, retail, finance, creative, agency, and other internal and external partners to support business and brand performance. TUMI describes itself as a global luxury travel, business, and performance essentials brand sold in over 75 countries, with approximately 2,000 points of sale. The company emphasizes innovation, sustainability, philanthropy, culture, and inclusion.

Requirements

At least 7 years of relevant professional experience as a consumer brand marketer.
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, and web analytics such as Google Analytics.
Customer-centric mindset.
Ability to collaborate effectively with cross-functional teams, including Creative, Ecommerce Operations, IT, Merchandising, and CRM.
Analytical, strategic, and creative approach, with the ability to thrive in a fast-paced environment and juggle multiple projects.
Excellent project management skills, strong problem-solving ability, attention to detail, and interest in pioneering customer acquisition and growth.
Ability to manage several projects simultaneously and prioritize appropriately in a fast-paced environment.
Ability to collect data, analyze trends, identify strategic recommendations, and prioritize appropriately.
Highly organized with the ability to multitask and prioritize projects.
Ability to take direction and turn high-level strategies into actionable plans.
Entrepreneurial mindset.
Strong collaboration and influencing skills, 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.

Nice To Haves

Experience within specialty retail or a luxury brand.

Responsibilities

Develop the global media strategy in alignment with business objectives and regional market dynamics.
Guide regional media leads on best practices and foster collaboration and consistency across markets.
Present media landscape insights, thought leadership, and best practices to C-suite and regional leadership at bi-annual Global Brand Presentations.
Negotiate global media vendor rate cards and packages to achieve efficiencies and preferred inventory.
Own TUMI’s relationships with global platforms such as Meta, TikTok, and Google, and work with regional teams on account-taxonomy best practices.
Serve as TUMI’s media point of contact for global measurement partner Deloitte and manage GMMM scenario planning and reporting needs.
Oversee media planning for global partnerships with PGA, LPGA, and McLaren to maximize brand awareness and meet contractual obligations.
Partner with the Samsonite GMEO office to build and manage global platform relationships and joint business plans that accelerate media application and activation across markets.
Develop, execute, optimize, and report on full-funnel North American media plans across OOH, publishers, paid search, SEO, affiliate, paid social, and display.
Manage the North American media budget of $20MM+ and ensure investment supports demand generation and capture objectives.
Oversee an Ecommerce Associate and support the efficient execution of performance media procedures and the associate’s professional growth.
Partner with the Ecommerce Director and ecommerce partners on forecasting, performance-channel optimization, and strategies to achieve ecommerce results.
Collaborate with Retail and other internal stakeholders on activation plans supporting key markets, ecommerce, and store performance; use Conversion APIs and other reporting tools to measure results.
Manage Lease Required Advertising obligations with Finance and Retail teams.
Manage card-linked offer execution to drive omnichannel sales, including American Express, Rakuten Rewards, and Chase Rewards.
Lead weekly, quarterly, and ad hoc reporting across digital marketing channels, communicating KPIs, campaign performance, insights, successes, opportunities, and learnings with internal and external partners.
Liaise 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 using historical performance, upcoming creative, and actionable insights.
Support 360-degree marketing activations, with an emphasis on customer recruitment.
Contribute to full-funnel integrated brand planning and execution across online and store channels, considering financial, marketing, customer, and brand strategies.
Manage the digital marketing calendar across channels and promotional activity.
Collaborate, consult, and influence effectively across the organization.
Use a test-and-learn approach to identify growth opportunities and introduce innovative ideas and industry trends that strengthen customer engagement and financial performance.

Benefits

Career pathing and work-life balance.
Training and professional development initiatives.
Paid time off.
Pet insurance.
Tuition reimbursement.
Employee discount.
Employee Assistance Program (EAP).
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.
Commuter benefits.
Potential eligibility for an annual target bonus based on company and individual performance, subject to the applicable bonus-plan terms.