Lacoste names new marketing director for HK and South APAC

Lacoste has appointed Phoebe Wong (pictured) as director of marketing, Hong Kong and South APAC, effective from 1 January.

In this newly created role, Wong reports to Alessandro Tomio, managing director, Hong Kong and South APAC. She oversees all distributor markets in APAC, such as Hong Kong, Philippines, Indonesia, Singapore, Malaysia, Thailand, India, Australia, and New Zealand. 

In a conversation with MARKETING-INTERACTIVE, Wong said she leads the regional brand and marketing strategy, translating Lacoste’s global vision into locally relevant, high‑impact executions across fashion, sport, and lifestyle.

“My focus is on building brand desirability and cultural relevance by blending heritage with innovation, activating key sport pillars such as tennis and racket sports, and creating meaningful connections through experiences, partnerships, and storytelling that support both long‑term brand equity and sustainable growth.”

Wong joined Lacoste in March 2023 as head of marketing, APAC Partners, and held that role for over two and a half years. Prior to Lacoste, she worked with several brands, such as Aesop, MAMMUT Sports Group AG, CJ ENM entertainment division, and the public relations agency Strategic Public Relations Group (SPRG).

Don’t miss: Lacoste launches first HK flagship store

Back in November last year, Lacoste expanded its footprint in Asia with a new flagship store in Hong Kong. Located in the iconic Pedder Building, a landmark in the heart of Central, this marks a significant milestone in Lacoste’s retail network development and its first flagship street location in the city.

Scheduled to launch in Q2 2026, the Pedder Building flagship represents the next step in delivering premium, immersive experiences to customers. The store will feature a contemporary design that celebrates Lacoste’s tennis heritage, blending sport and style with French elegance.

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