Member interview with Tim Sedo

We are delighted to bring you a Member Interview with Tim Sedo, Marketing Director, Asia Pacific, Deckers Asia Pacific Ltd.

What’s your golden rule?

Always strive for 1 + 1 to equal 3. I’ve always found this a demanding, but useful north star.

Who has been your biggest influence and why?

Anthony Bourdain, probably. Not because I wanted to be a chef, but I admire his punk rock curiosity about people and places. The idea that the interesting version of a culture is rarely the polished or obvious one. He made curiosity, discomfort and bad  but maybe good, decisions feel like a serious philosophy of life... and he had a world-class radar for bullshit, which is useful in most jobs.

What is your most hated business expression?

“Welcome to the family.” I know it is meant kindly, and I appreciate the sentiment, but I have a family. They are lovely. They have never asked me to map my development priorities against a competency framework. Companies can just aim to be fair, interesting and decent places to work, with good people. That is enough.

What’s the smartest business idea you’ve ever had?

Learning to innovate from the margins. Regional roles can sometimes feel a little downstream – far from the centre of the brand universe. But that distance can be useful. With trust from the right leadership, a clear business need and a genuine local opportunity, you can try something, prove it in-market, and let the results make the case. I love the Chinese expression: “The mountains are high and the emperor is far away.” Some of the best work I have been involved in started with that spirit – and eventually travelled back to become a global idea.

Which leader do you admire most and why?

To me “leadership” is one of those concepts that often gets worse the more people talk about it. I admire the people who simply get on with it: they make hard calls, have taste, create space for others, give credit where it is due, and treat people properly when no one is watching. I have a soft spot for leaders with a little anti-establishment energy. People who know the hierarchy exists but do not mistake it for a talent or personality.

What is on your mind the most right now as a marketing leader?

Some very simple north stars: Meaning over storytelling. Conversation over campaigns. Creating something that connects – a feeling, a behaviour, a reference point, maybe even a little friction. And yes, budgets... always budgets.

Why is being part of The Marketing Society important for your career?

I value meeting people with a real point of view. The best communities make the world feel bigger: new friends, unexpected collaborators, better questions, and invitations to places you would not otherwise go. That is why I am here.

Why does marketing matter to you?

To be frank, “marketing” doesn’t really matter to me. Making things that matter to people does. I care about the work, the craft behind it, and whether it earns a place in culture – rather than simply shouting for attention or chasing people around the internet with banner ads. If that is marketing, great.

Tell us something that’s not on your CV

I am unreasonably obsessed with hot food and hot sauce. I am the person who will plan a trip, a meal or an entire detour around something properly spicy. I have opinions on Tabasco and Lao Gan Ma, I travel with backups, and I have definitely told someone, “It’s not that hot,” when it absolutely was just to save face.