Media & Analytics Lead, APAC & ME

Samsonite Group APAC & Middle East; Singapore; On-site; SGD 180,000 - 240,000; Full time

Job summary

Samsonite is seeking a seasoned leader to drive media strategy and governance across APAC & ME. You will shape regional planning, work with eCommerce, Finance, IT, GMEO, and agencies to optimize investments and accelerate growth.

You will build regional MMM, attribution, and ROI frameworks, develop performance dashboards, and lead post-campaign evaluations. Strong collaboration with country teams is essential.

Qualifications

• Bachelor's degree in Marketing, Analytics, Data Science, Economics, or related field.
• MBA or Master’s degree is an advantage.
• 10+ years of experience in media, marketing analytics, or customer analytics.

Responsibilities

• Developregional media strategy and governance aligned with business goals.
• Lead analytics, MMM, attribution, and ROI measurements.
• Build regional dashboards covering spend and performance metrics.
• Partner with country teams; drive data-driven decision making.

Skills

Media strategy

Analytics

Leadership

Budget management

Stakeholder management

Paid media management

Data visualization

Education

Bachelor's degree in Marketing/Analytics

MBA preferred

Tools

Google Analytics

Tableau/Power BI

Google Ads

Meta Ads Manager

CRM platforms

Job description

Who we are:
Samsonite is the worldwide leader in superior travel bags, luggage, and accessories combining notable style with the latest design technology and the utmost attention to quality and durability. For more than 100 years, Samsonite has leveraged its rich heritage to create unparalleled products that fulfill the travel lifestyle needs of conscious movers everywhere. With a portfolio of brands including Samsonite, Tumi, American Tourister, High Sierra, Gregory, Hartmann, and Lipault Paris, our products are sold in over 100 countries in North America, Asia, Europe and Latin America through our company-operated retail store, websites and a variety of retail partners.

About Us
Who we are:
Samsonite is the worldwide leader in superior travel bags, luggage, and accessories combining notable style with the latest design technology and the utmost attention to quality and durability. For more than 100 years, Samsonite has leveraged its rich heritage to create unparalleled products that fulfill the travel lifestyle needs of conscious movers everywhere. With a portfolio of brands including Samsonite, Tumi, American Tourister, High Sierra, Gregory, Hartmann, and Lipault Paris, our products are sold in over 100 countries in North America, Asia, Europe and Latin America through our company-operated retail store, websites and a variety of retail partners.

Job Description
Position Summary
The position holder will be responsible for the development and advancement of media effectiveness, marketing measurement, analytics, and governance capabilities across APAC & Middle East. This is a newly created role tasked to drive media excellence, strengthening marketing accountability, and enabling data-driven decision-making through media execution excellence, robust measurement frameworks, performance analytics, and media governance practices. The incumbent will partner closely with regional and country marketing teams, eCommerce, Finance, IT, Global Marketing Excellence (GMEO), and external agencies to optimize media investments, enhance marketing effectiveness, and accelerate business growth. This position is reporting to VP Marketing, APAC & ME.

Major Responsibilities

• Media Strategy & Planning Excellence
• Develop and lead the regional media strategy and media excellence roadmap aligned with business priorities, consumer insights, market dynamics, and growth objectives.
• Establish and maintain regional media planning frameworks covering target audience architecture (TAA), audience segmentation, reach and frequency benchmarks, channel mix optimization, and full-funnel investment principles.
• Partner with eCommerce and digital teams to ensure alignment between brand-building and performance media strategies.
• Create and govern media planning standards, agency briefing templates, campaign governance processes, and best practices across APAC & ME.
• Partner with country teams to localize and execute media strategies while ensuring consistency with regional frameworks.
• Drive new media strategies (across traditional and digital) and adoption of best practices to drive business impact across the funnel

Marketing Measurement & Analytics

• Develop and manage the regional marketing measurement framework, including:
• Full-funnel attribution
• Marketing Mix Modelling (MMM)
• Campaign effectiveness measurement
• Brand and performance media evaluation
• Marketing ROI analysis
• Build and maintain regional marketing performance dashboards covering spend, campaign performance, brand performance, channel effectiveness, and funnel metrics.
• Establish KPI definitions, governance standards, and data taxonomy to ensure consistency across markets.
• Lead post-campaign evaluations and provide actionable recommendations to improve future marketing investments.
• Produce monthly, quarterly, and annual business performance reviews for regional leadership.

Media Governance & Investment Optimization

• Own regional A&P media governance processes, ensuring transparency, accountability, and optimization of media investments.
• Partner with Finance to develop integrated marketing investment tracking and ROI measurement frameworks.
• Monitor media spend effectiveness across brands, channels, markets, and campaign objectives.
• Support budget allocation decisions through data-driven performance insights and scenario planning.

Marketing Technology & Data Management

• Partner with IT, GMEO, and external vendors on the development and execution of the regional MarTech and AdTech roadmap.
• Drive integration of media, ecommerce, CRM, and analytics data sources to create a holistic marketing measurement ecosystem.
• Ensure data quality, accuracy, and governance standards across all marketing reporting platforms.
• Support the adoption of advanced analytics and AI-enabled capabilities to improve marketing decision-making and insight generation.

Agency & Stakeholder Management

• Manage relationships with regional media, analytics, and technology agency partners.
• Lead agency selection, onboarding, performance evaluation, and continuous improvement initiatives.
• Conduct regular agency business reviews and monitor performance against established KPIs.
• Serve as the key regional point of contact with GMEO on media, analytics, measurement, and capability-building initiatives.
• Influence and partner with regional and country marketing leaders to drive adoption of media and analytics best practices.

Capability Building & Thought Leadership

• Establish media and analytics best practices and COE across APAC & ME.
• Drive capability development initiatives for regional and country marketing teams through training, coaching, and knowledge-sharing programs.
• Promote a culture of performance measurement, accountability, and data-driven decision-making in a collaborative fashion.
• Continuously identify emerging trends, technologies, and industry best practices to strengthen organizational capabilities.

Job Experience & Requirements
Education

• Bachelor's Degree in Marketing, Business, Statistics, Analytics, Data Science, Economics, or related field
• Master's Degree or MBA is an advantage

Experience Requirements

• 10+ years of experience in media, traditional and digital marketing, marketing analytics, or customer analytics
• At least 3-5 years in a people management or leadership role
• Experience managing regional or multi-market media campaigns (incl nuances in China, Korea, Japan)
• Experience in shaping strategy and executing campaigns
• Strong background in both online and offline media channels
• Experience working with media agencies and digital advertising platforms
• Proven experience managing media budgets and optimizing ROI
• Experience in retail, consumer goods, fashion, travel, luxury, or e-commerce industries preferred

Mobility/Travel

• Occasional travel may be required

Computer Skills/ Technical Competencies

• Paid Media Management (Google, Meta, TikTok, LinkedIn, Programmatic)
• Customer Analytics and Insights
• Marketing Performance Measurement
• Attribution Modeling
• Data Visualization and Reporting
• Audience Segmentation
• Marketing Mix Modeling (MMM)
• Media Effectiveness Analysis
• Budget Forecasting and Optimization
• Hands-on knowledge of Google Analytics, Google Ads, Meta Ads Manager, Tableau/Power BI, CRM Platforms (Salesforce, HubSpot)

Language

• Fluency in English written and spoken

About The Team
Why you'll love working here:

• Our employees matter. As a people-focused business, we work hard to provide meaningful rewards and development opportunities for our employees, recognizing performance, and creating a supportive working environment for them, wherever they are based.
• Vibrant culture. We are committed to a diverse and rich culture, welcoming people from all walks of life. Our long-standing commitment to culture and inclusion empowers us to bring our authentic selves and unique differences to work every day.
• Socially responsible. We want to minimize our products' impact on the environment and help create positive journeys worldwide. We do this by creating the best products using the most sustainable and innovative materials, methods, and models.

What We Value
At Samsonite, we do more than create the bags that move with our consumer, we inspire and celebrate the moments that move them. We believe we have a responsibility to the world in how we operate, the products we sell, the communities where we live and work, and how we treat the people we employ. We're as diverse as travel itself, and like travel, your journey with Samsonite presents the opportunity to be a part of something bigger and explore your passions. This is why we offer various paths for professionals and celebrate the knowledge and skills they bring to our team. We are committed to a respectful workplace that allows our team members to bring their best selves to the workplace daily.