Manager, eCommerce - TUMI

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.

Your role at Tumi: 

The Manager of eCommerce is responsible for digital performance marketing strategies, day to day site operations and site reporting/analytics, focused on driving growth to TUMI.COM’s North America business. This role partners closely cross-functionally across web merchandising, technology, UX, CRM, Media, Brand Marketing, Finance, as well as the external media agency. This position manages TUMI’s full funnel digital marketing campaigns, with a passion for new customer acquisition, traffic & conversion driving strategies to TUMI.COM, with a focus on topline demand revenue to achieve the business goals. This role will also be responsible for reporting & KPI measurement, as well as expertise on overall site trends.  This individual should have experience working within the SFCC platform. The Manager of eCommerce reports into the North America Director of eCommerce.

Responsibilities

• Own and strategize quarterly and annual digital campaign forecasting programs and partnerships with media agency, media publishers, MarTech partners, and marketing collaborators to drive eCommerce sales growth targets.
• Execution of performance marketing strategies (i.e. SEM, SEO, Paid Social, Display, Affiliate, Re-Targeting), primarily focused on driving traffic and conversion to TUMI.COM, but also optimizing O2O opportunities that can support TUMI’s North America retail stores.
• Management of all day-to-day communication with external media agency and close partnership working with TUMI’s Media Manager who oversees all omni-media strategies.
• Partnership and close communication as needed with TUMI’s external development partner, supporting day-to-day needs and site enhancements.
• Develop and execute test and learn roadmap in partnership with agency across all media channels.
• Monitor daily performance via SFCC and GA4, to report on key KPI’s each week, i.e. Traffic, CVR, AUR, demand revenue, product highlights, etc.
• Support Director of eCommerce in preparing and sharing weekly Business Review share outs with weekly sales results and learnings, key performance trends, ROAS, and action steps.
• Partner closely with CRM to leverage customer data to apply towards targeting new and existing customer audience strategies online; leveraging CDP.
• Build and maintain weekly, monthly, quarterly and annual KPI forecasting for eCommerce channel using a “bottoms up approach,” partnering closely with Finance and Media.
• Collaborate cross functionally to ensure eCommerce is supporting 360 activations, i.e. Planning, Product Management, Creative, CRM, Store teams, Finance, etc.
  • Develop and communicate eCommerce media briefs to applicable teams
• Develop digital objectives, tactics and channel mix as part of budget planning:
  • Allocate budget accordingly to each channel and optimize as needed
  • Ensure budgets are being met appropriately
  • Monitor monthly IOs from partners
  • Approve submitted invoices
  • Implement test and learn agenda
• Analytics responsibilities:
  • Comfort reporting out on business trends, using GA4 / Google Analytics
  • Drive analytics reporting to measure and report on success and ROAS of various media programs and investments for all areas: performance marketing, paid social, across performance and brand media.
  • Develop ongoing test and learn scenarios with measurable goals and KPIS
    • Analyze results to determine go forward strategies and evolutions of marketing planning and executions
  • Leverage CDP & customer data to publish monthly CAC reporting.
  • Oversight of future media measurement partners and tools, MMM tools, etc.
• Provide recommendations and guidance (on occasion) to Wholesale Digital and global counterparts to share best practices and learnings.
• Experience working with outside MarTech vendor management, i.e. Ratings and Reviews, Klarna, Medallia post purchase surveys, etc.

We're excited if you have:

• Bachelor's degree is required. 
• A minimum of 7-10 years working in performance marketing in eCommerce, or digital media agency experience is preferred.
• Business experience with web commerce platforms and technologies, specifically Salesforce Commerce Cloud is required.
• Expertise in GA4 and Google Analytics is a must
• Strong financial acumen and proven track record with P&L exposure.
• A highly motivated, passionate self-starter with a deep understanding of the online customers' needs, the product, and the competitive landscape.
• Superior project management skills, including the ability to multitask and manage multiple projects simultaneously, prioritize effectively, and to meet deadlines with sense of urgency.
• Comprehensive understanding of the digital ecosystem and how site, mobile, social, search and eCommerce channels work together to optimize behavior, acquisition, etc.
• Background with audience segmentation, analytics and a comfort synthesizing web measurement.
• Understanding of the media landscape and strategic differences between key social platforms
• A passion and curiosity for understanding the consumer/customer mindset and keeping up with media and technology trends; exceptional consumer/customer insight skills and the ability to translate those insights into business ideas is required.
• The ability to clearly articulate and present trends, strategies recommendations and results to team members across the globe and senior management is required.
• Strong project management skills with proven ability to drive projects to successful completion - on time and within budget.
• Ability to be an individual contributor, willing and eager to work in a hands-on capacity is required.
• The ability to collaborate successfully and build relationships with internal teams, site vendors and external agencies is required.
• Exceptional written and presentation skills, with ability to influence.

At TUMI, you’ll find a dynamic working environment, joining a community where each team member is empowered with an entrepreneurial spirit. Associates are respected as a vital part of the organization and recognized for their contributions. We believe in a workplace that gives every individual the opportunity to make an impact, and our ongoing commitment is to provide all the tools you need to succeed— guidance towards individual career growth, professional training and development initiatives, and a motivating, exciting environment— along with competitive salaries and comprehensive benefits programs.

What we value: 

• INNOVATIVE BY NATURE. SUSTAINABLE BY CHOICE.  TUMI protects the things that matter most, the things you own and the planet you travel to see. Our planet is an astonishing place and we believe it’s our responsibility to preserve it for travelers of the future. By putting excellence and quality first, we ensure that every TUMI product has lifelong purpose, supported by our rigorous testing standards, exploration of recycled materials, and global repair network.
• PARTNERS WE BELIEVE IN.  Staying true to our values by helping take care of the most vulnerable among us aligns with our mission and is a core element of what we do. We focus on three main areas: promoting wellbeing; empowering vulnerable communities; and protecting the earth’s beautiful places. Each year we extend our philanthropic efforts to partners that help better the world. From supporting St. Jude Children’s Research Hospital fight to cure childhood cancer to Waves for Water who provides clean water to communities in need, we proudly stand by the profound changes they enact.
• DIVERSITY & INCLUSION.  As an organization, we are committed to a diverse and vibrant culture, welcoming people from all walks of life. Our long-standing commitment to diversity and inclusion empowers each of us to bring our authentic selves and unique differences to work every day.

The actual rate of pay offered depends on various factors, including qualifications for the position and relevant experience; as well as other legitimate, non-discriminatory business factors specific to the position or location.

Tumi is an equal opportunity employer and is committed to promoting and maintaining a work environment in which all applicants, associates, customers, and other individuals are treated with dignity and respect free from unlawful harassment, discrimination, or retaliation.