Regional Media Analytics & Strategy Lead

Samsonite International S.A; Singapore; On-site; SGD 120,000 - 180,000; Full time

Job summary

Samsonite International S.A in Singapore seeks a leader to advance media effectiveness, marketing measurement, analytics, and governance across APAC & ME. The role partners with regional and country marketing teams, eCommerce, Finance, IT, GMEO, and external agencies to optimize media investments and enable data-driven decision-making.

Reporting to VP Marketing, APAC & ME, this newly created position focuses on strengthening marketing accountability and accelerating business growth through

Responsibilities

• 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, 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 and adoption of best practices to drive business impact across the funnel.
• Develop and manage the regional marketing measurement framework including full-funnel attribution, MMM, campaign effectiveness, and 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 investments.
• Produce monthly, quarterly, and annual business performance reviews for regional leadership.
• Own regional media governance processes and monitor spend effectiveness across brands, channels, markets, and objectives.
• Collaborate with Finance on integrated marketing investment tracking and ROI measurement frameworks.
• Drive integration of media, ecommerce, CRM, and analytics data sources to create a holistic measurement ecosystem.
• Support the adoption of advanced analytics and AI-enabled capabilities to improve decision-making.
• Manage relationships with regional media, analytics, and technology agency partners.
• Lead agency selection, onboarding, performance evaluation, and continuous improvement initiatives.
• Conduct regular agency reviews and monitor KPIs.
• Serve as the key regional contact with GMEO on media, analytics, measurement, and capability-building initiatives.
• Influence and collaborate with regional and country marketing leaders to promote adoption of best practices.
• Establish media and analytics COE across APAC & ME and drive capability development through training and knowledge-sharing.

Job description

Samsonite International S.A in Singapore seeks a leader to advance media effectiveness, marketing measurement, analytics, and governance across APAC & ME. The role partners with regional and country marketing teams, eCommerce, Finance, IT, GMEO, and external agencies to optimize media investments and enable data-driven decision-making.

Reporting to VP Marketing, APAC & ME, this newly created position focuses on strengthening marketing accountability and accelerating business growth through