Art Director, Content Experiences

Location: New York, NY, United States; Hybrid

Lead the curation and direction of campaign and product photography assets for the TUMI global omni-channel experience. The Art Director owns the creative execution and output of all digital deliverables for the Content Experiences department, with decisions that have a significant impact on department results. Working independently under limited supervision, the Art Director is responsible for entire projects — from concept through delivery — setting objectives for their own work schedule to meet the goals of the team and organization. The Art Director partners closely with the Director of Content Experiences to shape and advance Brand imagery vision, strategies, and financials, and delivers work to senior leadership. This is a hybrid role; we work on site 4 days and remotely 1 day weekly.

Responsibilities:

Lead and direct photography and video brand concepts for assigned projects:

• Own the creation, development, and finalization of all photography concepts (internal and external), ensuring alignment with brand vision and strategic objectives
• Direct a cross-functional team of designers and copywriters in the development of photography concepts. All designers report directly to the Art Director. Collaborate closely with copywriter on messaging and Marketing Coordinator for support
• Own internal approvals and timeline of concepting development
• Lead briefing of production agencies on internally developed and approved concepting. Serve as the primary contact for agencies across all pre-production management
• Leverage deep knowledge of approved and strategic marketing and product calendars to proactively initiate and drive photography projects, ensuring on-time delivery for launches — including PDP on-model and video photography
• Serve as the lead creative voice for externally concepted projects. Act as primary agency contact for communicating and guiding concepting feedback
• Pre-Production: Ensure all needed deliverables, specs, and usage are outlined in estimates and/or SOWs. Confirm all talent agreements are executed with proper usage outlined prior to shoot

Art direct all assigned production shoots: 

• Serve as lead Art Director on all assigned shoots, including all PDP on-figure and video photography
• Lead the creative direction on set, working closely with the Director of Content Experiences, photographer, and agency Art Director
• Direct photographer, stylist, crew, producer, and models in the proper development and execution of shoot concept
• Ensure all brand guidelines are upheld on set and act as the authoritative product expert

Own all assigned photo post-production:

• Lead selects process, mark-ups, retouching and approvals, toolkit creation, and final asset delivery to Marketing Coordinator for upload to the asset library
• Direct and manage approvals with key stakeholders; partner with technical teams during post-production and keep the creative team and project management informed of progress
• Own stakeholder feedback integration and ensure all assets are delivered on time and to the required specs
• Serve as the primary contact for post-production agencies, relaying all internal feedback

Lead all digital graphic direction and production:

• Own production on all digital content including site updates, landing pages, emails and banner ads (still and motion), directing agency partners on creative execution
• Serve as senior creative contact for Paid Media creative agency

Leadership, Strategy & Cross-Functional Impact:

• Stay ahead of trends in e-commerce technology, graphic design, photography and video techniques; proactively introduce new ideas and share knowledge across the team and leadership
• Translate marketing briefs into compelling, brand-consistent visual concepts at the campaign level; move beyond executional direction to driving the big-picture creative vision
• Define and maintain brand photography, style guides, and graphic guidelines to ensure consistency across all marketing channels (online and offline)

• Lead, organize, delegate, and coach within the design team, reviewing and approving team members’ work product while fostering accountability, collaboration, and a high-performance creative culture.

• Mentor and develop designers, elevating team capabilities in creative thinking, technical execution, and professional growth.

• Maintain full visibility into all non-digital collateral direction (retail, packaging, etc.) for a comprehensive view of visual brand output
• Represent and defend the creative team’s work to senior leadership; interpret high-level direction into actionable team instructions and present creative work as the team’s voice
• Influence stakeholders and cross-functional partners both inside and outside the creative function; help build alignment by synthesizing varied perspectives

• Identify and drive improvements to creative processes, systems, workflows, and work products to enhance team performance, efficiency, and output quality.

• Lead department, status, direction, presentation, and feedback meetings as a strategic and trusted creative partner
• Drive the evolution of the design system library of all brand assets
• Navigate complex problems that require an understanding of multiple job areas and creative specialties to deliver effective solutions
• Must be able to travel internationally and domestically on an occasional basis to support photo shoots, production needs, creative reviews, and other business priorities
• Perform physical tasks as needed, including lifting and carrying items up to 15 lbs.

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.

About the Organization