Tumi Out of Home

Events, pop-ups, store opening barricades / hoardings and collection launches accounted for a significant portion of the role

Overseeing creative across the US / EMEA / APAC ensured consistency across retail, store construction, ecommerce, PR and marketing teams. It also involved a deep partnership and respect for the marketing teams and creativity in their initiatives. Red is a powerful and symbolic color in Asia is used in a heavier proportion than Tumi of the west. The US in contrast, does not have charming taxis that the culture of the UK enjoys where the taxi campaign made sense as a form of advertising