Deckers nabs Rosewood HK's Tim Sedo as APAC marketing lead

Deckers Brands, the parent company of UGG and HOKA, has onboarded Rosewood Hong Kong's Tim Sedo (pictured) as its new APAC marketing director. 

Reporting to the general manager of Deckers Asia Pacific, Sedo oversees marketing across 12 markets in Asia Pacific, covering the three brands - HOKA, UGG and Teva. He will be tasked at guiding a diverse team to bring global brand strategy to life through locally relevant storytelling, partnerships, and demand creation—delivering growth with both consistency and creativity.

Sedo brings over a decade of experience in marketing and communications industry. Most recently, he was the director of marketing and communications of Rosewood Hong Kong. Prior to Rosewood, he had helmed various senior roles at renowned brands such as Dickies and The North Face.  

Speaking exclusively to MARKETING-INTERACTIVE, Sedo said, "Working at Rosewood—both at the corporate office and later at Rosewood Hong Kong—was an absolute privilege. It was my first foray into hospitality, and the experience was truly unforgettable. From the major milestones—awards, campaigns, brand refreshes—to the small, everyday moments with the team, I felt lucky to work alongside some of the best in the business and accomplish what we did together."

"When the opportunity with Deckers came along, I was immediately drawn to it. As both an avid runner, joining a company that champions performance and lifestyle through brands such as HOKA, UGG, and Teva felt like a natural next step. These are brands that live at the intersection of motion, comfort, and style—how people move through their days from mountain trails to city streets."

He added that there’s huge potential to grow that story with consumers across Asia who value design, comfort, and authenticity in equal measure. "I wanted to be a part of that story and growth and feel that with my experience both In regional and global roles - working across performance and lifestyle - with brands such as the North Face, Dickies and Emigre - I have much to offer this role."

"After years of working across the region, I’m energised to return to an expanded regional role based in Hong Kong—collaborating with diverse markets while staying close to the communities that inspire our brands. Deckers brings together everything I care about: dynamic, optimistic brands; a culture that values creativity; and the chance to help more people lace up, step out, and feel good in motion," he explained.

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