About this role
1) Digital Marketing & Customer Acquisition
- Develop and execute brand-aligned, data-informed digital marketing plans to strengthen brand awareness and consideration, attract qualified new customers, and support conversion.
- Lead digital media planning and execution in partnership with media agencies, balancing brand-building objectives with measurable campaign performance.
- Collaborate with APAC and Global Marketing teams to activate global and regional brand campaigns through local digital channels, working closely with the PR & Influencer Marketing Specialist to amplify approved content through paid digital media.
- Analyze audience insights, reach, engagement, traffic quality, and conversion to continuously enhance campaign effectiveness.
- Collaborate with APAC and local e-commerce teams to align digital marketing initiatives with customer acquisition and online conversion objectives.
- 2) CRM & Customer Engagement
-Shape and enhance end-to-end CRM customer journeys across acquisition, engagement, purchase, and retention, ensuring a consistent and personalized brand experience across online and offline touchpoints.
- Plan and execute retail-focused CRM campaigns and clienteling initiatives with retail teams, including targeted outreach, campaign messaging and delivery, exclusive event invitations, and post-purchase engagement.
-Partner with APAC CRM, local e-commerce, and retail teams to align customer journeys and communication touchpoints, while driving improvements in CRM capabilities and client experiences.
- Leverage customer insights and CRM campaign performance to identify targeted engagement opportunities, strengthen client relationships, and drive long-term loyalty and retention.
- 3) Retail & Trade Marketing
-Lead the planning and execution of retail marketing initiatives, store activations, and client engagement programs, aligned with TUMI's brand standards and local business priorities.
-Partner with retail and sales teams to elevate in-store experiences, encourage store visits, and support commercial objectives.
-Connect retail initiatives with CRM and digital touchpoints, evaluating their contribution to engagement and sales.
- 4) Project & Performance Management
-Take end-to-end ownership of assigned marketing projects, from planning and execution through performance evaluation.
-Manage budgets, agency partners, and timelines with a high standard of execution and attention to detail.
-Define and monitor meaningful KPIs, translating performance data and customer insights into actionable recommendations.
- Proactively identify growth opportunities and collaborate with APAC and Global Marketing teams, as well as local stakeholders, to ensure effective, brand-aligned execution.
Required
-Minimum 7 years of relevant marketing experience, with strong expertise in digital marketing.
- Strong hands-on experience in digital campaign planning and optimization, with the ability to analyze audience engagement, traffic quality, and conversion.
- Good understanding of customer journeys, customer segmentation, and lifecycle marketing.
-Proven ability to independently lead marketing campaigns and cross-functional projects.
-Strong analytical skills with the ability to translate customer and performance insights into practical actions.
-Excellent project management, communication, and stakeholder management skills.
-Commercially minded, proactive, and detail-oriented, with an appreciation for premium brand experiences.
-Business-level English communication skills.
Preferred
-Experience in premium, luxury, fashion, lifestyle, or consumer brands.
-Experience in integrated digital brand campaigns, balancing brand-building and performance objectives.
-Experience in CRM campaign execution or familiarity with marketing automation platforms, such as Salesforce Marketing Cloud.
-Experience in omnichannel marketing and retail customer engagement.
- Experience collaborating with regional and global cross-functional teams, including Marketing, CRM, and E-commerce, in a multinational organization.