Manager, Global Public Relations & Social

About the role

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.

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
• 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

Qualifications

• 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, TikTok, YouTube, LinkedIn, 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
• Experienced in 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 domestically and internationally
• Ability to perform physical tasks as needed, including lifting and carrying items up to 30 lbs.

Skills

• Strategic thinking and problem-solving
• Project management and organizational skills
• Collaboration and teamwork
• Content creation and editing
• Media relations and crisis management
• Event planning and coordination
• Customer service and relationship management
• Technical proficiency with social media platforms and tools

Benefits

• Career pathing
• Work-life balance
• Training
• Paid time off
• Pet Insurance
• Tuition Reimbursement
• Employee Discount
• Employee Assistance Program (EAP)
• Comprehensive benefits package including 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, and commuter benefits.
• Opportunity to earn an annual target bonus based on several factors including Company and individual performance, subject to the terms and conditions of the Company’s bonus plan in effect from time to date.