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Director, North America Public Relations & Influencers


New York, NY, US

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, North America Public Relations & Influencers


Coach was founded in 1941 as a family-run workshop, and today is a leading New York design house of modern luxury accessories and lifestyle collections. We attribute the prominence of the Coach brand to the unique combination of our original American attitude and design, our heritage of fine leather goods and custom fabrics, our superior product quality, and our commitment to the customer experience.

At Coach, we bring together strong, collaborative people in a culture of mutual respect, support, accountability, and passion for the brand and product. Our goal is to offer an inspirational and modern workplace that allows for exceptional talent to thrive.

Primary Description: The Director of North America Public Relations & Influencers is an instrumental leadership role responsible for setting strategies and execution within the North America region, supporting all channels of business.  This role leads regional press and influencer initiatives to drive earned media value and cultural relevance within North America, covering the U.S. and Canada. The Director will lead targeted outreach to regional media, by pitching local outlets (print, web and social), which closely align with the business strategies and support the brand’s positioning as a global modern luxury brand.  The Director will also oversee regionalized events across all channels of business, with a focus on driving sales and new customer acquisition.

The Director of North America Public Relations & Influencers reports directly to the North America Vice President of Marketing & CRM, with a dotted line to the Vice President of Global Public Relations, to ensure regional strategies support the global mission.  This individual to work closely with internal cross-functional partners from respective teams, inclusive of Global PR, Marketing, Special Events, Visual Merchandising, Social, Design, Legal, Merchandising and the North America business unit.  This role will also foster close communication with PR and influencer lead counter-parts internationally, such as the PR Directors in Japan, China and Europe.


  • Represent Coach externally, developing strong relationships with key regional press, editors, and influencers in region.
  • Align closely with the North American business priorities and Global PR strategy (across all channels of business), working cross-functionally to support local press outreach to support the various initiatives.
  • Leadership of regional influencer initiatives driving engagement programs, earned media and cultural relevance, inclusive of influencer identification, events, product seeding and execution.
  • Pitch and secure regional editorial coverage (digital + print) including product placement and features for women’s and men’s collections, inclusive of bags, ready-to-wear and footwear.
  • Drive regional placements to maximize key commercial timeframes and retail openings, (such retail and wholesale store openings, local product pushes and key market holidays, such as holiday, Valentine’s Day and Mother’s Day).
  • Manage regionalized events, inclusive of trunk shows, charitable shopping and acquisition events, across wholesale and retail locations.
  • Maximize disruptive pop-up and experiential events to amplify regionally.
  • Partner with Global PR team to ensure relevant press assets are ready for distribution to local editors across all channels, reviewing regional strategies ongoing to ensure Global PR alignment.
  • Partner closely with North America media team to maximize opportunities and regional relationships.
  • Standardize monthly regional press recaps, reporting out on North American KPI’s and metrics for executed strategies, to understand full EMV & ROI.
  • Stay informed on all industry news, events, key influencers, recommended vendors for reporting and other analytical needs (i.e. Tribe, Traacker, etc.), understanding of Coach competitors across all channels and categories; serve as an expert in the space.
  • Ensure departmental budget details are up-to-date; management of influencer and regional press budget.


 The accomplished individual will possess...

  • Bachelor’s Degree with 8-10 years of relevant PR experience
  • Strong expertise in the Influencer space
  • Highly organized with the ability to juggle multiple priorities and work in a fast-paced environment
  • Excellent written and verbal communication skills, strong follow-through
  • Proven leadership experience
  • Deep understanding of popular and emerging social networks & influencers regionally
  • Ability to collaborate with and influence internal and external partners
  • Self-starter with strong initiative, ownership and accountability for business
  • Ability to work efficiently in a high-pressure, fast paced, deadline driven environment
  • Established industry contacts and strong regional relationships
  • Event experience; regional retail event expertise is a plus
  • Must be willing to travel (20% of time) and occasionally on weekends
  • Knowledge & experience with PR & Influencer tools, such as Tribe and Traacker is a plus.



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. *LI-DC Visit Coach at


Req ID:  59335

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