Job Description

WHAT YOU WILL BE DOING?

Brand Management

• Guide and support local markets in the development and execution of annual marketing plans and budget plans, ensuring alignment with regional brand strategy and business objectives.
• Act as the regional liaison between local markets and global headquarters, facilitating seamless communication, strategic alignment, and execution of brand initiatives.
• Lead the localization of global integrated marketing campaigns, ensuring relevance to regional audiences while maintaining brand integrity and consistency.
• Provide strategic marketing direction and brand guidance to local teams, ensuring all activations reflect the brand DNA and adhere to regional standards.
• Review and approve local market marketing proposals, creative assets, and layouts to ensure quality, consistency, and strategic fit.
• Manage internal and external creative partners, overseeing project scopes and ensuring timely, high-quality delivery of marketing materials.
• Effectively communicate key brand initiatives to local teams and ensure proper implementation, tracking, and performance measurement.
• Oversee the execution of customer-facing touchpoints and in-store visual merchandising, ensuring alignment with brand guidelines and delivering a cohesive brand experience.

Event and Clientele Experience

• Define the overarching event strategy to support regional marketing and business objectives across APAC & Middle East.
• Translate brand positioning and market insights into impactful event concepts and formats.
• Provide strategic directions to local teams on event planning, execution, and performance.
• Mentoring and guiding local events leads to ensure consistency, innovation, and excellence in delivery.
• Ensure all events reflect brand values, tone, and visual identity consistently across markets.
• Champion innovation and elevate the brand experience through strategic partnerships and creative direction.

PR and Social Management

• Develop and oversee regional PR strategies that elevate brand visibility, reputation, and thought leadership across APAC & Middle East.
• Serve as the key liaison with local PR agencies and media partners, ensuring alignment with global messaging and timely execution of press initiatives.
• Define and guide the regional social media strategy, ensuring platform relevance, content consistency, and audience engagement across markets.
• Provide direction to local teams on content planning, influencer collaborations, and community management, aligned with brand tone and campaign objectives.
• Ensure PR and social media activities across markets reflect the brand’s identity and strategic priorities.
• Establish KPIs for PR and social media initiatives, and guide local teams in tracking performance, analyzing results, and optimizing future strategies.

Customer Relationship Management

• Provide strategic directions to local teams to attract and convert new members, leveraging customer insights, segmentation models, and lifecycle data.
• Oversee the communication strategy for CRM-led events, ensuring personalized, timely, and relevant messaging across channels (e.g., email, SMS, direct mail).
• Champion customer experience excellence by integrating feedback loops and behavioural data into event design and follow-up communications.
• Define KPIs for member acquisition and oversee campaign tracking, reporting, and optimization. Provide actionable insights to improve conversion and onboarding effectiveness.
• Work closely with vendors to develop and source gifts and marketing collaterals that will enhance the client journey and support long-term engagement and retention for TUMI

YOU NEED TO BE...

• Bachelor's degree in marketing, business, or a related field.
• At least 6 years’ relevant experiences in PR, marketing communications or related functions, experience in luxury background is an advantage.
• Brand Strategy & Communication – Proven ability to develop brand strategies, guidelines, and content that translate vision into impactful activation and experiences.
• Project Leadership – Strong project management skills with a track record of driving high-performing teams and external partners beyond expectations.
• Entrepreneurial Mindset – Comfortable navigating ambiguity, adapting to change, and driving initiatives with urgency and ownership.
• Effective Communicator – Excellent verbal and written skills; able to articulate ideas clearly and influence across all levels.
• Stakeholder Engagement – Skilled in building strong relationships with global teams, local markets, agencies, and suppliers.
• Integrated Marketing Execution – Experienced in planning and executing large-scale campaigns and events across regions.
• Organized & Detail-Oriented – Meticulous with time management, logistics, and documentation.
• Team Player with Drive – Passionate, proactive, and adaptable with a “can-do” attitude and strong collaborative spirit.

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.