Senior Reg Marketing Executive, APAC

Location: Hong Kong SAR, Hong Kong Region; Hybrid

• Content Strategy: Manage and populate the APAC regional content calendar to deliver consistent, high-quality communication across all markets and channels.

• Asset Gap Analysis: Identify gaps in global asset libraries and oversee the creation of regional assets, including brand campaigns, local photography, and comprehensive toolkits.

• Market Support: Guide local markets on impactful asset development, resizing, and adaptation — covering festival-specific design, photography, and video production.

• Asset Creation: Develop creative briefs and collaborate with agencies, production houses, photographers, and stylists to direct regional/local campaign shoots. Partner with the Global Creative Team for approval of locally produced assets.

• Product Synergy: Work with the Product Team to define unique selling points (USPs) and translate them into clear creative briefs for photography and video content.

• Toolkit Management: Design asset toolkits and brand guidelines to ensure consistent execution across diverse regional markets.

• Agency Partnership: Collaborate with creative agencies and production houses to deliver world-class assets, including stills, video, and animation.

• Asset Adaptation: Lead the technical adaptation of master assets, resizing and reformatting graphics and video to meet market-specific and platform-specific requirements (Social, OOH, Digital Display).

• Performance Analytics: Evaluate creative content performance across channels, leveraging insights into social and digital trends to drive continuous improvement.

• System Ownership: Serve as project lead for Workfront and Scene7, ensuring efficient task allocation and workflow management.

• Asset Management: Maintain the centralized library of marketing art files, video assets, PR materials, and web imagery. Monitor asset expiration dates and coordinate timely removal with local markets.

• Logistics: Oversee seasonal press sample coordination and manage international courier/shipment documentation for regional markets.

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