Coach is a global fashion house founded in New York in 1941. Inspired by the vision of Creative Director Stuart Vevers and the inclusive and courageous spirit of our hometown, we make beautiful things, crafted to last—for you to be yourself in.
Coach is part of the Tapestry portfolio – a global house of brands committed to stretching what’s possible. Coach has unwavering optimism and is committed to being innovative and wholly inclusive. Visit
Our People page to learn more about Tapestry's commitment to equity, inclusion, and diversity.
The Manager of Demand Generation media will be
based in our Hudson Yards headquarters in NYC three days a week (remote the other 2 days), and will be responsible for
day-to-day management, implementation and performance of our Paid Social and Channel Expansion brand media campaigns. This role reports into the Director of Demand Generation Media and will play a key role in the evolution of the Coach brand in North America, focusing on driving brand awareness, relevance and consideration
amongst a younger consumer.
The successful individual will leverage their proficiency to...
- Manage the following paid channels: Paid Social and Channel Expansion (e.g. OOH, Audio, Linear TV, etc.) for Demand Generation media (upper and mid funnel campaigns)
- Manage one direct report, focusing on coaching and development
You will be responsible for...
Planning and Budgeting
- Support in developing best-in-class media plans for Demand Generation campaigns to drive awareness and consideration for Coach, inclusive of testing
- Responsible for adherence to budget and managing billing for respective channels
Creative and Content
- Manage creative briefing with strategic alignment from Director, ensuring all assets align with creative best practices and brand objectives
- Partner closely with organic social team and agency to identify opportunities for content creation and paid boosting
- Manage custom content workstreams (inclusive of influencer/creator content), ensuring programs are executed in accordance with campaign objectives
Implementation and Execution
- Ensure successful and timely implementation of the media plan and testing, partnering closely with media agency to manage deliverables and timelines
- Partner with relevant cross-functional partners (ecommerce, global marketing, creative, buying, PR) to identify optimal content and linking strategies
Performance and Reporting
- Track and analyze campaign performance to measure KPIs, identifying optimizations and learnings to improve performance
- Monitor sentiment of paid social ads, deriving trends and insights
- Support creation of compelling deck and presentation materials to communicate media plans and performance with cross-functional partners and leadership
Evolve Capabilities
- Support in expanding and testing into new media channels to drive brand growth
- Work with marketing analytics and agency to evolve reporting and insights
- Keep a pulse on the latest cultural, consumer and industry trends with an eye for innovation
The successful individual will possess...
- 4+ years of relevant experience supporting media campaigns with a multi-million dollar annual budget, either on the client or the agency side
- Solid understanding of testing and measurement methodologies including A/B tests and brand lift studies
- Creative problem solver with strategic thinking skills and ability to formulate conclusions
- Outstanding attention to detail, superior communication, and follow-up skills
- Ability to build effective partnerships and collaborate with cross-functional teams, with strong communication and presentation skills
- Highly organized with the ability to multi-task projects with prioritizing
- Experience working with brand media metrics (CPM, CPA, CPC, VTR & engagement KPIs)
- Strong analytical skills; able to make data-driven decisions to deliver measurable impact; including being able to triangulate across different datasets
- Passion for culture (music, entertainment, sports, etc) a plus
- Experience within retail or luxury a big plus
- Bachelor’s degree (or 2+ years of relevant additional expereince)
Our Competencies for All Employees
- Courage: Doesn’t hold back anything that needs to be said; provides current, direct, complete, and “actionable” positive and corrective feedback to others; lets people know where they stand; faces up to people problems on any person or situation (not including direct reports) quickly and directly; is not afraid to take negative action when necessary.
- Creativity: Comes up with a lot of new and unique ideas; easily makes connections among previously unrelated notions; tends to be seen as original and value-added in brainstorming settings.
- Customer Focus: Is dedicated to meeting the expectations and requirements of internal and external customers; gets first-hand customer information and uses it for improvements in products and services; acts with customers in mind; establishes and maintains effective relationships with customers and gains their trust and respect.
- Dealing with Ambiguity: Can effectively cope with change; can shift gears comfortably; can decide and act without having the total picture; isn’t upset when things are up in the air; doesn’t have to finish things before moving on; can comfortably handle risk and uncertainty.
- Drive for Results: Can be counted on to exceed goals successfully; is constantly and consistently one of the top performers; very bottom-line oriented; steadfastly pushes self and others for results.
- Interpersonal Savvy: Relates well to all kinds of people, up, down, and sideways, inside and outside the organization; builds appropriate rapport; builds constructive and effective relationships; uses diplomacy and tact; can diffuse even high-tension situations comfortably.
- Learning on the Fly: Learns quickly when facing new problems; a relentless and versatile learner; open to change; analyzes both successes and failures for clues to improvement; experiments and will try anything to find solutions; enjoys the challenge of unfamiliar tasks; quickly grasps the essence and the underlying structure of anything.
Our Competencies for All People Managers
- Strategic Agility: Sees ahead clearly; can anticipate future consequences and trends accurately; has broad knowledge and perspective; is future oriented; can articulately paint credible pictures and visions of possibilities and likelihoods; can create competitive and breakthrough strategies and plans.
- Developing Direct Reports and Others: Provides challenging and stretching tasks and assignments; holds frequent development discussions; is aware of each person's career goals; constructs compelling development plans and executes them; pushes people to accept developmental moves; will take on those who need help and further development; cooperates with the developmental system in the organization; is a people builder.
- Building Effective Teams: Blends people into teams when needed; creates strong morale and spirit in their team; shares wins and successes; fosters open dialogue; lets people finish and be responsible for their work; defines success in terms of the whole team; creates a feeling of belonging in the team.
Coach is an equal opportunity and affirmative action employer and we pride ourselves on hiring and developing the best people. All employment decisions (including recruitment, hiring, promotion, compensation, transfer, training, discipline and termination) are based on the applicant’s or employee’s qualifications as they relate to the requirements of the position under consideration. These decisions are made without regard to age, sex, sexual orientation, gender identity, genetic characteristics, race, color, creed, religion, ethnicity, national origin, alienage, citizenship, disability, marital status, military status, pregnancy, or any other legally-recognized protected basis prohibited by applicable law.
Americans With Disabilities Act (ADA)
Tapestry, Inc. will provide applicants and employees with reasonable accommodation for disabilities or religious beliefs. If you require reasonable accommodation to complete the application process, please contact Tapestry People Services at 1-855-566-9264 or employeerelations@tapestry.com
Visit Coach at www.coach.com.
Work Setup
BASE PAY RANGE $90,000.00 TO $100,000.00 Annually
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