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Manager, CRM


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.


Job description

Manager, CRM/Direct Marketing


The Manager will lead execution of direct marketing efforts for the Coach Retail business, inclusive of all broadcast, trigger and lifecycle based programs, additionally they will be responsible for owning the strategy and execution for the direct mail channel.


  • Manage the planning, development and execution of direct marketing (email & direct mail) programs, including broadly circulated brand messages, targeted campaigns based on customer segmentation, and triggered campaigns based on cross-channel customer behavior.
  • Proactively bring ideas to improve the overall program and be a champion of change with cross functional stakeholders.
  • Write effective creative briefs that are on-brand, seasonally relevant, and compelling. Ensure marketing initiatives are consistent with global brand priorities, site & store merchandising strategies.
  • Develop and maintain cross functional relationships with leadership of individual business units, senior management & outside vendors. Must be able to partner with Creative Services, Retail Site team and Merchandising on promotional alignment, product assortment and overall creative approvals.
  • Manage email enhancements including personalization & new marketing programs.
  • Proactively manage projects, schedules and priorities to ensure issues are resolved and decisions made to meet timelines and budget expectations.
  • Analyze and communicate results including key performance metrics on a weekly, monthly and quarterly basis. Apply learnings to future campaigns to improve results.
  • Identify and implement new tests and tactics, continually seeking to innovate to drive improved results.
  • Further develop and manage the full customer lifecycle through programs such as New Buyer, Birthday, etc.
  • Continually seek to optimize the trigger-based program to ensure customer engagement and increased productivity.
  • Analyze competitive marketplace and stay abreast of direct marketing industry trends.



  • Bachelor’s degree
  • 5-6 years of relevant marketing experience and knowledge of digital technology.
  • Highly organized with a strong attention to detail, an ability to prioritize, and be flexible and adaptable.
  • Well-developed planning, implementation, and able to manage and maintain deadlines.
  • Strong sense of urgency with ability to drive the same in business partners.
  • Ability to work outside of regular business hours, as needed, to support Retail Campaign launches
  • Excellent verbal and written communication skills.
  • Positive, high energy.
  • Curiosity to learn more about evolving technologies.
  • Resourceful, with the ability to work independently and solve problems.

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-KS1 Visit Coach at

Req ID:  50854

Job Segment: Merchandising, Marketing Manager, Direct Marketing, Retail, Marketing