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Director, Global Social Media Strategy & Engagement

Date: Oct 3, 2021

Location: New York, NY, US

Company: Tapestry

Coach is a leading design house of modern luxury accessories and lifestyle collections, with a long-standing reputation built on quality craftsmanship. Defined by a free-spirited, all-American attitude, the brand approaches design with a modern vision, reimagining luxury for today with an authenticity and innovation that is uniquely Coach. All over the world, the Coach name is synonymous with effortless New York style.

Coach is part of the Tapestry portfolio – a global house of brands powered by optimism, innovation, and inclusivity.

 

Director, Global Social Media Strategy & Engagement / New York, NY

 

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 powered by optimism, innovation, and inclusivity.


Primary Purpose:


The Director of Global Social Media Strategy & Engagement will serve as strategist and internal evangelist for social marketing and community management, growth and engagement. He/she will direct Coach’s presence across all social platforms and overall social ecosystem. This key team member will dual report to the VP Global Brand Marketing and VP Creative Strategy & Studio.


The successful individual will leverage their proficiency in Social Media to...

 

  • Devise, communicate and lead implementation of the comprehensive social marketing strategy, including KPIs, budget and calendar  
  • Innovate strategies that support brand initiatives with focus on brand-building, storytelling, consumer engagement and follower growth
  • Partner closely with lead of Social Creative to function as chief brand stewards across all social platforms (Instagram, TikTok, Facebook, YouTube, Twitter, Snapchat, WeChat, Weibo, LINE, etc.) 
  • Partner closely with Brand Marketing, Merchandising, Creative Studio, Talent and PR teams to align priorities and serve as a true brand steward, ensuring consistent effective content activation 
  • Drive social media strategy, partnering closely with Local and Global teams to ensure brand awareness and relevance in each market, and to balance storytelling across product and celebrity/influencer content
  • Lead the strategy for community management, growth and engagement, including creator programming
  • Partnering with PR, Internal Comms and Global Marketing to ensure the brand responds effectively to crisis and sensitive issues when relevant
  • Partner with PMO to maintain process workflows that effectively brief creatives on storytelling focus and asset needs and ensure best-in-class execution and delivery of social marketing campaigns
  • Lead and socialize the social marketing calendar for all channels
  • Responsible for all aspects of social media analytics, including the weekly reporting process, development of insights and socialization with key stakeholders driving constant iteration and optimization
  • Work with PR, Marketing and Creative to ensure innovative campaign launches on key social channels
  • Investigate social technologies & emerging platforms to uncover opportunities for ongoing growth and innovation
  • Evaluate, drive and react to marketing penetration and the impact of social media reputation and perceptions
  • Benchmark and research competitor and industry leaders in social media
  • Partner closely with the lead of Social Creative to develop a high-functioning social team, while ensuring strong relationships cross-functionally. Lead, mentor and inspire the team by creating a work environment that fosters inclusivity, creativity and innovation
  • Partner with international teams to expand and maintain social activity in various markets. Provide weekly guidance and support to international counterparts and define the brand’s presence in social networks globally
  • Ensure execution and distribution of all paid social assets for the retail and outlet channels
  • Work closely with the NA Marketing team on all custom online advertising programs including story development and influencer confirmation 
  • Foster great relationships with platform account managers


The accomplished individual will possess...

 

  • BA or BS degree required
  • 10+ years of experience developing and delivering digital & social marketing strategy in a dynamic, fast-paced environment required
  • 2+ years hands on experience in managing brand presence on social networks and social marketing campaigns
  • Experience in creating campaigns and utilizing multiple social platforms to build awareness, engage new and existing customers and increase conversion via site, store and other potential points of purchase 
  • Be great at creating visually compelling social media reports that use data to tell a story
  • Possess the ability to translate technical concepts into easy to understand insights and recommendations for non-specialists
  • Excellent communication, writing, project management, presentation, cross-functional collaboration and relationship building skills are critical
  • Highly proficient in the Microsoft Office Suite, including Microsoft Excel 
  • Ability to work consistently and urgently in fast-paced environment 
  • Must have finger on the pulse of social and influencer marketing trends, trending accounts, social movements, etc.
  • Deep familiarity of and passion for social media communities and marketing approaches, with a keen eye towards innovation
  • Knowledge and experience with social technologies; tech savvy and curious about new marketplace trends and offerings
  • Web analytics/social listening knowledge, measuring campaign performance and analyzing metrics to support overall social strategy
  • Strong experience leading teams as well as managing, coaching and developing direct reports required
  • Experience working cross functionally and interacting with, influencing and presenting to partners at all levels
  • Strong strategic business analytical skills required


Our Competencies for All Employees

  • 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.
  • 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.
  • 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.
  • 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.
  • Perseverance: Pursues everything with energy, drive, and a need to finish; seldom gives up before finishing, especially in the face of resistance or setbacks.
  • 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.

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.
  • Building Effective Teams: Blends people into teams when needed; creates strong morale
    and spirit in his/her 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.
  • Managerial 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.

 

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. Visit Coach at www.coach.com

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. Visit Coach at www.coach.com.


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