Regional Marketing Manager, APAC & ME at Samsonite · Hong Kong

At TUMI, we focus on creating a culture that nurtures personal growth as well as team growth. We firmly believe that investing in our workforce is a decisive factor to our business success. As part of our commitment to our employees, we provide comprehensive training programs and on-the-job coaching to enhance their job-specific competencies, expand their knowledge to excel in their roles, and support their career advancement to reach their full potential.

WHAT YOU WILL BE DOING?

Brand Management

• Guide and support local markets in the development and execution of annual marketing plans and budget plans, ensuring alignment with regional brand strategy and business objectives.
• Act as the regional liaison between local markets and global headquarters, facilitating seamless communication, strategic alignment, and execution of brand initiatives.
• Lead the localization of global integrated marketing campaigns, ensuring relevance to regional audiences while maintaining brand integrity and consistency.
• Provide strategic marketing direction and brand guidance to local teams, ensuring all activations reflect the brand DNA and adhere to regional standards.
• Review and approve local market marketing proposals, creative assets, and layouts to ensure quality, consistency, and strategic fit.
• Manage internal and external creative partners, overseeing project scopes and ensuring timely, high-quality delivery of marketing materials.
• Effectively communicate key brand initiatives to local teams and ensure proper implementation, tracking, and performance measurement.
• Oversee the execution of customer-facing touchpoints and in-store visual merchandising, ensuring alignment with brand guidelines and delivering a cohesive brand experience.

Event and Clientele Experience

• Define the overarching event strategy to support regional marketing and business objectives across APAC & Middle East.
• Translate brand positioning and market insights into impactful event concepts and formats.
• Provide strategic directions to local teams on event planning, execution, and performance.
• Mentoring and guiding local events leads to ensure consistency, innovation, and excellence in delivery.
• Ensure all events reflect brand values, tone, and visual identity consistently across markets.
• Champion innovation and elevate the brand experience through strategic partnerships and creative direction.

PR and Social Management

• Develop and oversee regional PR strategies that elevate brand visibility, reputation, and thought leadership across APAC & Middle East.
• Serve as the key liaison with local PR agencies and media partners, ensuring alignment with global messaging and timely execution of press initiatives.
• Define and guide the regional social media strategy, ensuring platform relevance, content consistency, and audience engagement across markets.
• Provide direction to local teams on content planning, influencer collaborations, and community management, aligned with brand tone and campaign objectives.
• Ensure PR and social media activities across markets reflect the brand’s identity and strategic priorities.
• Establish KPIs for PR and social media initiatives, and guide local teams in tracking performance, analyzing results, and optimizing future strategies.

Customer Relationship Management

• Provide strategic directions to local teams to attract and convert new members, leveraging customer insights, segmentation models, and lifecycle data.\
• Oversee the communication strategy for CRM-led events, ensuring personalized, timely, and relevant messaging across channels (e.g., email, SMS, direct mail).
• Champion customer experience excellence by integrating feedback loops and behavioural data into event design and follow-up communications.
• Define KPIs for member acquisition and oversee campaign tracking, reporting, and optimization. Provide actionable insights to improve conversion and onboarding effectiveness.
• Work closely with vendors to develop and source gifts and marketing collaterals that will enhance the client journey and support long-term engagement and retention for TUMI

Qualifications

YOU NEED TO BE...

• Bachelor's degree in marketing, business, or a related field.
• At least 6 years’ relevant experiences in PR, marketing communications or related functions, experience in luxury background is an advantage.
• Brand Strategy & Communication – Proven ability to develop brand strategies, guidelines, and content that translate vision into impactful activation and experiences.
• Project Leadership – Strong project management skills with a track record of driving high-performing teams and external partners beyond expectations.
• Entrepreneurial Mindset – Comfortable navigating ambiguity, adapting to change, and driving initiatives with urgency and ownership.
• Effective Communicator – Excellent verbal and written skills; able to articulate ideas clearly and influence across all levels.
• Stakeholder Engagement – Skilled in building strong relationships with global teams, local markets, agencies, and suppliers.
• Integrated Marketing Execution – Experienced in planning and executing large-scale campaigns and events across regions.
• Organized & Detail-Oriented – Meticulous with time management, logistics, and documentation.
• Team Player with Drive – Passionate, proactive, and adaptable with a “can-do” attitude and strong collaborative spirit.

About the Team

Why you'll love working here:

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.
• CULTURE & 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 culture 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.

About the Company

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.