The problem
Asia-Pacific is not one dive market. It is a dozen, and they behave nothing alike.
China is the world's largest market and the one most misunderstood in the West. Japan runs on long-standing importer relationships and expects a level of service most brands are not set up to provide. Korea moves on price and prestige. Indonesia and Thailand are resort and training markets where the buyer is a dive centre, not a retailer. Australia is a mature retail market with a handful of gatekeepers.
Brands usually discover this after signing a distributor. Orders come in without a forecast behind them, the dealer network stops growing, and nobody at head office can explain why one territory works and the next does not.
The Lighthouse Pacific team is the commercial presence in-region. We join your team and manage the regional partnerships and sales. We execute marketing across social media, trade shows and go-to-market campaigns. In short, we are your new regional office.
Who we are
A small team already in the dive industry, with an expansive network.
Over 30 years of combined experience in marketing, diving equipment sales, distribution and market development. We have worked in recreational and technical diving at all levels, which is why dealers and distributors take the meeting.
Daren Marshall
Managing Director
British born, with a genuinely international working life, now based in Thailand. Around fifteen years in regional sales management for diving equipment manufacturers, most recently as Asia-Pacific Regional Sales Manager for a dive computer and technical diving brand.
Has built and run distributor and dealer networks across every market in the region, including Japan, Korea, China, Indonesia, Thailand and Australia. Technical diving instructor with a background in closed-circuit rebreathers and advanced diving, which is what makes product training and dealer conversations at the technical end first-hand rather than second-hand.
Serena Yau
Creative Director, SY Projects
From Hong Kong, brought up in Canada, and fluent in several languages. Twenty years in brand and marketing, covering identity, campaign work and content for consumer brands.
Leads the creative side of the business: brand and product material localised properly for each market rather than translated, trade show stand design, and social media written natively in-language. That multilingual range is the reason campaigns land the same way in Hong Kong, Tokyo and Shanghai as they do in the brand's home market.
Serena works through her own company, SY Projects, which runs in tandem with Lighthouse Pacific: sales and distribution on one side, creative and marketing on the other.
Services
Engagements are scoped to a retainer or a defined project.
Regional marketing
Campaign planning and execution across the region, including localisation of brand and product material, dealer-facing marketing support, and social media run natively in-market. In China that means WeChat, Xiaohongshu and Douyin, managed in Chinese by people who use them, rather than translated Western content pushed through an agency.
Dive shows and booth execution
Stand design, build management, staffing and on-stand sales at the shows that matter in this trade: DEMA, ADEX Singapore, Marine Diving Fair in Tokyo, the China dive shows and the regional consumer events. We handle the brief through to teardown, and follow up the leads afterwards.
Distributor and dealer management
Appointment, onboarding, annual commitments and performance review across an existing or new partner network, plus day-to-day account support.
Regional sales strategy
Territory planning, channel structure, pricing and margin architecture, and target setting across the region.
Market development
Assessment of new markets, competitor and channel mapping, service and warranty infrastructure, and entry planning.
Sales representation
Acting as the brand's commercial contact in-region: dealer visits, trade shows, training agency relationships and partner meetings.
Commercial negotiation
Distribution terms, supply agreements, exclusivity, minimum volumes and pricing structures.
Reporting and advisory
Sales reporting, forecast review and strategic advice to owners and management teams.
Who we work with
Brands selling into the dive trade, and the channels they sell through.
Clients are typically equipment manufacturers or consumer brands. The channels below are the ones we work through day to day.
- Regional distributors and importers
- Dive retailers
- Dive centres and resorts
- Liveaboard operators
- Training agencies
- Technical diving specialists
- Military and public service clients
- Freediving and spearfishing channels
- Watersports and outdoor retail
- Japan
- South Korea
- China
- Taiwan
- Hong Kong
- Singapore
- Malaysia
- Thailand
- Indonesia
- Philippines
- Australia
- New Zealand
Company details
Get in touch
Email us with a short note on your product, where you currently sit in the region, and what you are trying to change.
- Registered name
- Lighthouse Pacific Limited
- Company & Business Registration No.
- 80895861
- Registered office
- Room 1606, 16/F, Empress Plaza
17–19 Chatham Road South
Tsim Sha Tsui, Kowloon
Hong Kong SAR - Nature of business
- Business-to-business consulting for the diving equipment sector: sales, account management, business development, regional marketing and international market expansion. Remunerated by commission, consulting fee or retainer.