Levi’s has hired Samuel Minns as its new head of marketing for Asia Pacific. Minns was most recently APAC marketing head at Timberland, a role he joined in April 2024. He will continue to be based in Shanghai for the new role and report to Levi’s global CMO, Kenny Mitchell, in the U.S.
At Levi’s, he takes the reins of an 80-strong APAC marketing and brand experience (BX) team spanning Greater China, Southeast Asia, Australia and New Zealand, Korea, and Japan. His role covers regional brand strategy, in-store and digital experience, consumer engagement, and building high-performing teams, while also managing relationships with agencies, influencers, and regional celebrity partners, Campaign has learned.
"Levi’s sits at the centre of culture—they’ve been the official partner of events like Japan’s Fuji Rock Festival, the Seoul Jazz Festival,” Minns told Campaign Asia-Pacific. “I’m excited to join an all-star APAC marketing team. My focus will be on strengthening the brand's position as the global leader in denim lifestyle while delivering seamless, memorable experiences for consumers across the region.”
The denim giant has recently signed up high-profile brand ambassadors across the region, including Bollywood star and fashion icon Alia Bhatt in India and musician Diljit Dosanjh. In Japan, it recently leaned into fashion credibility through its Sacai collaboration, fronted by actress and model Chase Sui Wonders and model Chandler Frye, which debuted in May.
During his 16 months at Timberland, Minns led cross-functional teams across China, Japan, Korea, and wider APAC to deliver double-digit growth in Japan, double brand awareness in China, and help boost Timberland's winter retail performance. He also debuted on Campaign’s Power List 2025, a recognition of the region’s top 50 CMOs.
Before Timberland, he spent seven years at Nike China, where he oversaw major campaigns for the Air Max franchise, revitalised Nike’s ACG line, and spearheaded the Beijing Winter Olympics campaign. Beyond commercial performance, he launched China’s first grassroots football programme, bringing global stars like Cristiano Ronaldo into youth development initiatives.
At Levi's, Minns steps into the region’s most senior marketing role.
