About Coach
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.
Job Overview
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.
Key Responsibilities
Paid Channels Management
- Manage 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
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
Required Qualifications
- 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 experience)
Work Setup
BASE PAY RANGE $90,000.00 TO $100,000.00 Annually
Equal Opportunity Employer
Coach is an equal opportunity and affirmative action employer and we pride ourselves on hiring and developing the best people. All employment decisions are based on the applicant's or employee's qualifications as they relate to the requirements of the position under consideration, 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.
Accommodations
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
