Assistant Regional Marketing Manager, APAC & ME

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.

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.

Candidate with more experience will be considered as Regional Marketing Manager.

Interested parties please send your Full Resume with current and expected salary to us by clicking the "Apply Now" button below.

TUMI is an equal opportunity employer and welcome applications from all qualified candidates. All information provided by candidates will be used solely for recruitment purposes. Candidates not notified within eight weeks may consider their application unsuccessful. Unsuccessful applications will be destroyed in strict confidence upon completion of recruitment process.