Asia-Pacific Power List 2025: Samuel Minns, Timberland

Samuel Minns

APAC head of marketing
Timberland
China
New member

Since taking the helm at Timberland APAC in April 2024, Samuel Minns has led cross-functional teams spanning China, Japan, Korea, and the wider region, orchestrating a unified brand strategy that seamlessly integrates social media innovation, new retail concepts, and immersive brand experiences. Under his leadership, Timberland doubled its unaided brand awareness in China, saw winter brick-and-mortar sales surge, and transformed Japan’s performance from single-digit declines to strong double-digit growth.

Before joining Timberland, Minns built a formidable marketing career during his seven-year tenure as brand marketing director at Nike China. He led the repositioning of the billion-dollar Air Max franchise, revitalising youth culture and delivering strong commercial outcomes. While specific figures remain confidential, Minns also helped transform Nike’s ACG line into a global content and growth engine and spearheaded the brand’s Beijing Winter Olympics campaign. 

Beyond brand building, Minns has consistently championed diversity and youth development in sport. At Nike, he launched China’s first grassroots football programme, featuring tours with Cristiano Ronaldo and other global stars, engaging thousands of young players and helping nurture the country’s football ecosystem. Today at Timberland, he continues to embed sustainability and inclusivity into the brand’s purpose, aligning its legacy with the values of modern Asian consumers.

Beyond business achievements, Minns is a dedicated mentor and advocate for the next generation of marketers in Asia. He recently shared his insights and experiences at a BritCham event in Shanghai, inspiring young professionals to innovate and lead with purpose. Through his leadership, Minns is not only elevating Timberland’s status in APAC but also shaping a more inclusive, dynamic, and sustainable future for the broader marketing community.