A global perspective, a personal mission: Alumnus Samuel Fung joins SBE’s International Advisory Board
With nearly three decades of leadership experience across Bayer, Levi’s, and Starbucks, and recognition as one of Asia-Pacific’s 50 most influential and purposeful marketers on the Power List 2024, Samuel Fung brings both deep industry knowledge and a global mindset to Maastricht University’s School of Business and Economics (SBE).
Having graduated from the Master’s in International Business programme with a specialisation in Marketing in 1999, Samuel has remained closely connected to his alma mater. This year, that connection deepened even further when he joined the School’s International Advisory Board (IAB).
“As the School continues to grow its international presence, it’s important that we evolve the curriculum, learning environment, and skill development in ways that truly prepare students for their future careers,” Samuel shares. “As an alumnus with international experience across Asia-Pacific, Europe, and the U.S., I hope to bring an industry perspective that supports the school’s future direction.”
Samuel’s invitation to join the board was a natural next step in an already ongoing relationship with SBE. Over the years, he has supported the School by facilitating a case competition, offering internship opportunities in Hong Kong, hosting learning sessions on supply chain management, and participating as a keynote speaker for the Frontiers in Service conference.
“I have always been passionate about student development. So when Mariëlle Heijltjes and Gaby Odekerken asked me to join the board earlier this year, I was both honoured and excited to contribute more formally.”
An inspired and collaborative environment
Much like the other IAB members, Samuel is struck by the richness and depth of the discussions within the board.
“What I enjoy most is the diversity of perspectives, both from academia and from industry. The conversations are focused on the critical few challenges the School faces, and the entire board embraces a growth mindset,” he says. “While contributing, I learn a lot from the healthy debates and reflections.”
Samuel notes the culture of collaboration created by the School’s leadership team as a key reason the board can be so effective in its advisory role.
“There’s a genuine openness to new ideas. That makes a big difference in terms of impact and engagement.”
Giving back to where it all began
Looking back, Samuel attributes much of his success to the unique learning experience at SBE.
“Back in 1996, I was inspired by the Problem-Based Learning approach and the cultural diversity of SBE. It laid a strong foundation for my career,” he reflects. “That’s why I am so committed to staying connected and giving back. This community built me, and I want to support the next generation in the same way.”
Looking forward
For Samuel, serving on the International Advisory Board is about more than advising on strategy: it is about ensuring that SBE continues to grow as a force for good.
“Our role is to help the School lead in a time of transformation,” he says. “If we can help shape students who are both capable and purpose-driven, that’s a legacy worth building.”
IAB Members
- Mr. Jens Schulte-Bockum
- Mr. Geert Embrechts
- Mr. Serge Kummer
- Mrs. Inge Murrer
- Mrs. Paulien Strijland
- Mrs. Josefine van Zanten
- Mr. Samuel Fung
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