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Senior Director, Global Media Strategy and Planning


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.


Job Title: Senior Director, Global Media Strategy and Planning

Primary Purpose:
We are seeking a highly skilled and experienced Sr. Director of Global Media Strategy and Planning to lead Coach’s global media planning efforts. This strategic role involves overseeing the development of innovative and effective media strategies that drive brand awareness, engagement, and conversion on a global scale.

The successful individual will:
• Develop and implement the overall global media strategy aligning it with business objectives in partnership with Global and BU Marketing leads leveraging both traditional and digital channels
• Lead global media investment strategy and develop global media guidance aligned with marketing’s goals.
• Forecast the global media budget ensuring it is allocated effectively across different channels and campaigns.
• Collaborate with cross-functional partners including global and BU marketing and finance leads, creative, analytics, and the COE at Tapestry to plan cohesive and impactful campaigns.
• Conduct market research and analysis to stay up to date on the latest trends in media consumption, opportunities, and consumer insights to inform media plans.
• Manage relationships with media agencies globally and vendors to optimize partnerships, global team’s point of contact for BU’s Media agencies.
• Utilize data-driven insights to optimize media buying, ensuring maximum ROI across various channels.
• Identify and evaluate new media opportunities such as emerging channels and technologies to drive innovation in media planning
• Maximize effectiveness (positive impact on brand KPIs) and efficiency (optimal use of Media budget)

The accomplished individual will possess
• 10+ years’ experience in media planning/buying and full-funnel measurement, with significant leadership experience in a global role
• Proficient in planning and executing media strategies across global markets
• Advanced knowledge of both traditional and digital media channels including social media, SEO/SEM, and emerging media platforms
• Strong analytical skills and financial acumen
• Operational experience in managing media budgets and delivering (and improving) ROAS.
• Demonstrated ability in complex problem-solving, cross-functional coordination, stakeholder management, coordination, and collaboration.
• Excellent verbal and written communication and presentation skills

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                                    


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Work Setup: Hybrid

BASE PAY RANGE $184,000 TO $230,000 ANNUALLY
Click Here - U.S Corporate Compensation & Benefit

Req ID:  113104

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

Job Segment: SEM, SEO, Media, Market Research, Marketing

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