Assistant Manager, Regional Creative Services & Brand Asset Management, APAC & ME

Key Responsibilities

1. Regional Creative & Asset Planning
   Manage the regional creative and asset calendar, coordinating key asset requirements across APAC & ME and to ensure markets have the right materials to support seasonal campaigns, product launches and key brand moments.
2. Global Creative Partnership & Brand Alignment
   Work closely with the Global Creative team to align on creative direction, brand standards, asset requirements and asset despatch timeline. Facilitate the review and approval of regionally and locally developed assets to ensure consistency with TUMI’s global brand direction.
3. Asset Gap Analysis & Regional Needs
   Review global asset libraries and proactively identify gaps based on regional and local market requirements. Recommend and coordinate the development of additional assets where needed to effectively support APAC & ME markets.
4. Regional & Local Asset Creation
   Develop clear creative briefs and manage regional/local creative projects, including photography, video, animation and other campaign assets. Partner with agencies, photographers, production houses and other creative partners from briefing through final delivery.
5. Market Creative Support
   Partner with local market teams to provide creative guidance and solutions for market-specific needs, including festive campaigns, local activations, retail initiatives and other locally relevant brand moments, while maintaining global brand consistency.
6. Creative Adaptation & Localization
   Manage the adaptation and localization of global master assets across different formats, platforms and market requirements, including social, digital, OOH, retail and other consumer touchpoints.
7. Creative Toolkit Development
   Develop regional creative toolkits and execution guidelines that provide markets with clear direction and enable consistent, high-quality implementation across APAC & ME.
8. Creative Workflow & Project Management
   Manage creative projects and workflows through platforms such as Workfront and Scene7, ensuring clear briefs, efficient task allocation, timely reviews, approvals and final asset delivery.
9. Brand Asset Management
   Maintain and organize the regional library of marketing assets, including campaign artwork, photography, video, PR materials and digital/web imagery. Ensure assets are current, easily accessible and appropriately managed throughout their usage lifecycle.
10. Budget & Production Control
    Manage assigned creative and production budgets, track project expenditures and work with internal and external partners to ensure effective use of resources.

• Bachelor’s degree in Marketing, Communications, Creative Arts, Design, Advertising, or a related discipline.
• 5–7 years of relevant experience in creative services, brand asset management, creative production, integrated marketing, or a related field, ideally within premium, luxury, fashion, lifestyle, or consumer brands.
• Strong experience working with creative agencies, production houses, photographers and other creative partners, with the ability to manage projects from briefing through production, approval and final delivery.
• Proven experience in photo and video shoot production, including creative briefing, pre-production, on-set coordination and post-production management. Experience within premium/luxury or lifestyle brands is preferred.
• Strong understanding of brand identity, creative standards and visual consistency, with a keen eye for design, photography, video and overall brand presentation.
• Proficiency in Adobe Creative Suite, particularly Photoshop and Illustrator, with the ability to review, adapt and manage creative assets across different formats and platforms.
• Working knowledge of video editing and motion tools such as Premiere Pro and After Effects; experience with other content creation tools is an advantage.
• Familiarity with AI-enabled creative tools and emerging technologies, with an interest in applying them to improve creative workflows, asset adaptation and production efficiency.
• Strong project management and organizational skills, with the ability to manage multiple projects, stakeholders, timelines and approvals across different markets simultaneously.
• Excellent communication and stakeholder management skills, with the confidence to work collaboratively across Global, Regional and local market teams.
• Self-motivated, detail-oriented and solutions-driven, with the ability to work independently in a fast-paced, multi-market environment.
• Fluency in written and spoken English is essential. Cantonese and Mandarin proficiency is highly preferred to support collaboration across Greater China and regional markets.