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Assistant Manager, Demand Capture Media


New York, NY, US

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.


Primary Purpose:

The Assistant Manager of Demand Capture will play a critical role in the evolution of media at Coach.

This position is responsible for supporting demand capture media efforts and will play a critical role in re-defining performance acceleration for the brand.

We are looking for an individual with a passion for growth.  

The right candidate will be capable of dealing with ambiguity and rapidly changing priorities, with a strong desire to deliver business results.

The successful individual will leverage their proficiency to...

  • Support the following paid marketing channels: Paid Social, Programmatic Display, Affiliate across Coach “Outlet” business channels
  • Assist on diving deep on performance in partnership with Tapestry COE (Center of Excellence) channel leads with an eye on omni brand goals and strategy
  • Execute media plans for demand capture initiatives including both ongoing and seasonal campaigns in partnership with an external agency & Tapestry COE  
  • Execute strategic testing roadmap for Paid Social, Programmatic Display, Affiliate
  • Support best in class acquisition strategies, tactics and reporting for the brand
  • Support as a point of contact for as it relates to performance of your channels and its impact on revenue and key kpis of the business
  • Develop creative briefs and partner with in-house creative teams to deliver against seasonal plans
  • Manage tactical elements of programs, including designing tests, sharing key marketing and promotional messages with agencies, requesting creative assets and defining target segments


You will be responsible for…


  • Support on 360 marketing activations with a demand capture objective
  • Support creative & media plan briefs

Performance and Optimizations

  • Optimize campaigns based on key strategic goals, leveraging insights to drive results
  • Partner with both ecommerce and store cross-functional partners to determine best customer communication strategy
  • Analyze data and reporting to provide insights and action on recommendations to drive optimization of paid marketing channels
  • Adopt a test & learn approach, identifying testing opportunities with an eye for growth & KPI improvement

Evolve Capabilities

  • Support in launching new paid marketing channels to drive overall sales growth
  • Stay up-to-date on industry trends, best practice, social and digital offerings and opportunities to advise on innovative, performance acceleration and first to market opportunities


The successful individual will possess...



  • Obsessed with growth while not being afraid to get your hands dirty
  • Persistent and have bias-to-action with a track record of performance
  • Comfortable leading through ambiguity and digging into the details to solve
  • A great communicator and truly are a team player
  • Strong analytical skills; able to make data-driven decisions, including being able to triangulate across different datasets and varying degrees of data completeness to develop models and inform strategies
  • A bachelor’s degree with a strong academic record and/or proven relevant experience in a performance marketing or highly commercial role
  • 0-5+ years of experience directly managing media campaigns with a mulit-million dollar annual budget (client or agency side)
  • Previous experience with MMM, MTA, or other advanced marketing measurement methodologies
  • Solid understanding of testing approaches including A/B tests as well as incrementality tests
  • Substantial experience working with performance marketing metrics (CPM, CPA, CPC & LTV)
  • Outstanding attention to detail, superior communication, and follow-up skills
  • Highly organized with the ability to multi-task projects with prioritizing
  • Experience within retail a plus

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 #LI-HYBRID #LI-2655                                   


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Work Strucutre: Hybrid

BASE PAY RANGE $55,000.00 TO $65,000.00 Annually
Click Here - U.S Corporate Compensation & Benefit

Req ID:  113479

Nearest Major Market: Manhattan
Nearest Secondary Market: New York City

Job Segment: Channel Marketing, Marketing Manager, Media, Outside Sales, Marketing, Sales

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