Job description

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. A member of the Tapestry family, we are part of a global house of brands that 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. Job Title: Senior Manager, Global Brand Marketing Primary Purpose: The Senior Manager, Global Brand Marketing will play a key role in shaping and bringing to life Coach s global brand campaigns and platforms, helping strengthen the brand s cultural relevance, deepen emotional connections with consumers, and drive long-term brand equity. Working at the intersection of brand strategy, consumer insight, creative development, and cultural intelligence, this individual will help translate emerging consumer behaviors and cultural shifts into compelling brand strategies, breakthrough creative ideas, and integrated campaigns that resonate with the next generation of consumers. This role requires a balance of strategic thinking, creative judgment, and strong executional leadership. The Senior Manager will contribute to the development of global campaign narratives, editorial marketing priorities, and connected campaign ecosystems, ensuring ideas extend beyond traditional advertising to create meaningful cultural impact. The successful individual will leverage their proficiency in Global Brand Marketing to... · Support the development and evolution of Coach s global brand strategies and platforms, ensuring they reinforce the brand s positioning, cultural relevance, and connection with the next generation of consumers. · Identify emerging consumer behaviors, cultural shifts, and market trends, translating insights into actionable strategic recommendations and creative opportunities. · Bring fresh perspectives and innovative thinking to help strengthen Coach s role in culture and differentiate the brand within the luxury category. · Partner with Consumer Insights and regional teams to identify relevant consumer truths and opportunities that inform global campaign development. · Manage the development of global brand campaigns, from strategic briefing and concept development through creative execution and launch. · Partner closely with Creative teams and external agencies to develop compelling campaign narratives and breakthrough creative ideas. · Demonstrate strong creative judgment and a clear point of view, providing thoughtful, constructive feedback that strengthens the quality, distinctiveness, and emotional resonance of the work. · Challenge conventional approaches and identify opportunities to create work that earns attention, inspires participation, and drives cultural conversation. · Help develop integrated campaign ecosystems that extend beyond traditional advertising, identifying opportunities to bring brand ideas to life across multiple consumer touchpoints. · Research and recommend strategic brand partners, creators, organizations, talent, and cultural collaborators who can elevate campaign ideas and expand their cultural reach. · Collaborate with Media, Talent, PR, Influencer, Retail, Digital, and regional teams to develop connected activation strategies that maximize campaign impact. · Identify opportunities to extend campaign momentum beyond launch through content, partnerships, cultural moments, and consumer experiences. · Lead cross-functional campaign workstreams, driving alignment on strategic objectives, creative deliverables, timelines, and key milestones. · Partner closely with regional and local marketing teams to ensure global campaigns are brought to life with cultural relevance while maintaining a cohesive global brand narrative. · Monitor campaign performance and market feedback, identifying learnings and opportunities to optimize future creative and marketing initiatives. · Build strong relationships across Creative, Consumer Insights, Media, Talent, Product, Retail, and regional marketing teams to drive collaboration, alignment, and effective decision-making. · Serve as a proactive strategic partner, bringing forward thoughtful recommendations and identifying opportunities to strengthen campaign impact. · Synthesize complex information and cross-functional inputs into clear insights, actionable recommendations, and compelling presentations for senior leadership. · Demonstrate ownership and accountability across assigned initiatives, anticipating challenges, proactively solving problems, and driving workstreams forward with clarity and confidence. · Act as a steward of the Coach brand, ensuring all marketing initiatives reinforce its positioning, creative standards, and relevance with the next generation of consumers. The accomplished individual will possess: · 7–10 years of experience in global brand marketing, brand strategy, integrated marketing, campaign development, or strategic planning. · Demonstrated experience contributing to global brand strategies and developing integrated marketing campaigns that balance a cohesive brand vision with diverse regional and local market needs. · Experience working across international markets, with meaningful exposure to Asia and an understanding of regional consumer behaviors and cultural nuances strongly preferred. · Proven track record of managing integrated campaigns from strategic development through execution, delivering measurable brand and business impact. · Strong strategic thinking and creative judgment, with the ability to synthesize complex information, uncover compelling consumer insights, and translate them into clear strategies, actionable recommendations, and breakthrough creative opportunities. · Demonstrated creative taste and storytelling instincts, with the ability to recognize, evaluate, and strengthen ideas that are distinctive, emotionally resonant, culturally relevant, and authentic to the brand. · Ability to think beyond traditional marketing channels, identifying opportunities to extend campaign ideas through strategic partnerships, creators, cultural collaborators, experiences, and emerging platforms. · Strong understanding of Gen Z and evolving consumer behaviors, with a genuine curiosity for culture, fashion, entertainment, music, and emerging trends that influence brand relevance. · Experience collaborating with cross-functional teams and creative agencies, with the ability to influence stakeholders, challenge thinking constructively, and drive alignment and accountability without direct authority. · Exceptional organizational and project leadership skills, with the ability to independently manage multiple complex workstreams, anticipate challenges, and deliver against competing priorities and deadlines. · Excellent written, verbal, and presentation skills, with the ability to articulate a clear point of view, develop compelling strategic narratives, and confidently present recommendations to senior stakeholders. · High standards for strategic, creative, and operational excellence, with strong attention to detail and a commitment to delivering thoughtful, high-quality work. · Comfort operating in ambiguity, with the curiosity, initiative, and sound judgment to ask the right questions, establish clarity, and proactively identify opportunities and solutions. · Experience managing or mentoring junior team members preferred. · Proficiency in Microsoft PowerPoint, Excel, Word, and related collaboration tools. #LI-SG2; #LI-HYBRID 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. Visit Tapestry, Inc . Base Pay Range $90,000.00-$140,000.00 Here are some of the benefits that we offer: Medical insurance, Dental insurance, Vision insurance, 401 (K), Paid Paternity and Maternity leave, Commuter Benefits, Disability insurance and Tuition assistance. Please click here for a complete list of U.S Corporate Compensation & Benefits.

Requirements

Must-haves

Coach is part of the Tapestry portfolio – a global house of brands committed to stretching what’s possible.
Job Title: Senior Manager, Global Brand Marketing
The successful individual will leverage their proficiency in Global Brand Marketing to...
Support the development and evolution of Coach s global brand strategies and platforms, ensuring they reinforce the brand s positioning, cultural relevance, and connection with the next generation of consumers.
Identify emerging consumer behaviors, cultural shifts, and market trends, translating insights into actionable strategic recommendations and creative opportunities.
Bring fresh perspectives and innovative thinking to help strengthen Coach s role in culture and differentiate the brand within the luxury category.
Partner with Consumer Insights and regional teams to identify relevant consumer truths and opportunities that inform global campaign development.
Manage the development of global brand campaigns, from strategic briefing and concept development through creative execution and launch.
Partner closely with Creative teams and external agencies to develop compelling campaign narratives and breakthrough creative ideas.
Demonstrate strong creative judgment and a clear point of view, providing thoughtful, constructive feedback that strengthens the quality, distinctiveness, and emotional resonance of the work.
Challenge conventional approaches and identify opportunities to create work that earns attention, inspires participation, and drives cultural conversation.
Help develop integrated campaign ecosystems that extend beyond traditional advertising, identifying opportunities to bring brand ideas to life across multiple consumer touchpoints.
Research and recommend strategic brand partners, creators, organizations, talent, and cultural collaborators who can elevate campaign ideas and expand their cultural reach.
Collaborate with Media, Talent, PR, Influencer, Retail, Digital, and regional teams to develop connected activation strategies that maximize campaign impact.
Identify opportunities to extend campaign momentum beyond launch through content, partnerships, cultural moments, and consumer experiences.
Lead cross-functional campaign workstreams, driving alignment on strategic objectives, creative deliverables, timelines, and key milestones.
Partner closely with regional and local marketing teams to ensure global campaigns are brought to life with cultural relevance while maintaining a cohesive global brand narrative.
Monitor campaign performance and market feedback, identifying learnings and opportunities to optimize future creative and marketing initiatives.
Build strong relationships across Creative, Consumer Insights, Media, Talent, Product, Retail, and regional marketing teams to drive collaboration, alignment, and effective decision-making.
Serve as a proactive strategic partner, bringing forward thoughtful recommendations and identifying opportunities to strengthen campaign impact.
Synthesize complex information and cross-functional inputs into clear insights, actionable recommendations, and compelling presentations for senior leadership.
Demonstrate ownership and accountability across assigned initiatives, anticipating challenges, proactively solving problems, and driving workstreams forward with clarity and confidence.

Nice-to-haves

Experience working across international markets, with meaningful exposure to Asia and an understanding of regional consumer behaviors and cultural nuances strongly preferred.
Experience managing or mentoring junior team members preferred.

Application prep

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Platform: workday
Effort: long

Benefits

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