Manager, Global Public Relations & Social

About Us

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.

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.

• 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
• This role will 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

• Bachelor's Degree with 5+ years of relevant experience across press, social, and talent/influencer management
• Global experience partnering with cross-functional teams to develop and execute PR and social strategies
• Deep expertise with major social platforms (Meta, Tik Tok, You Tube, Linked In, Snapchat, Pinterest, WeChat, Weibo, X/Twitter) and understanding of global social best practices
• Strong passion for social media trends, audience behavior, creator ecosystem, and social measurement/tracking
• Experience managing budgets for social seeding, press events, and related initiatives
• Excellent written and verbal communication skills with strong attention to detail
• Proven ability to manage multiple priorities in a fast-paced, deadline-driven environment
• Strong collaboration and influencing skills across internal and external partners
• Self-starter with demonstrated initiative, ownership, and accountability
• Familiarity with measurement tools (Tribe, Dash Hudson, Creator IQ, Meltwater)
• Ability to travel…