Sr. Director, Global Marketing, Digital Experience

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:

As the Senior Director, Global Marketing, Digital Experience, the individual in this newly created role will lead the transformation of the eCommerce creative and content experience into immersive, inspiring brand worlds, harnessing strong brand storytelling, in order to support step-change growth in conversion and consumer acquisition.

Harnessing a truly global mindset, this leader will also partner closely with international BU teams to understand consumer needs and behaviors across markets, to ensure global brand digital experiences are adapted for local ecosystems, help drive new eCommerce growth opportunities, and lead strong cross-market learning and best practice implementation.

As a member of the Global Marketing leadership team, the Senior Director will play a crucial role in supporting the brand’s next phase of growth. They will contribute thought leadership to the organization, demonstrating a strong sense of brand and unwavering customer focus—and fostering a culture of innovation in the team.

This position requires building critical partnerships and collaboration with Coach Global Marketing, Creative Studio, BU Marketing, BU eCommerce, Global Customer Experience, Visual Experience, BU Channel Leadership, Strategy & Consumer Insights, and the Tapestry Digital Center of Expertise.

The ideal candidate is a proven innovator with the ability to translate data into customer insights that drive brand-enhancing growth, to strategize and execute compelling digital experience initiatives, and to build strong and empowered teams.

The successful individual will leverage their proficiency in Digital, Marketing and Customer Experience to…

• Transform eCommerce content experiences into immersive, inspiring brand worlds that drive both engagement and conversion

• Drive holistic brand storytelling across eCommerce/digital channels leveraging consumer insights and deep brand understanding
• Adapt and translate globally aligned content strategies for site and email
• Lead site content requirements and consult on content briefs/development and ensure cross-functional alignment; consult on downstream tactical briefs
• Manage team of site and email designers and copywriters, both internal and external agency
• Partner closely with UX team and BU eCommerce teams to drive consumer-driven UX design, testing, innovation and implementation supporting brand storytelling and creation of immersive brand worlds
• Maximize efficiency and effectiveness of site creative/content processes
• Serve as global marketing leader ensuring global brand content strategies are integrated into and adapted for local eCommerce experiences and platforms
• Partner with international BUs to support and drive eCommerce growth opportunities
• Partner with brand and COE data analytics and consumer insight teams to drive consistent measurement/KPI approach across markets
• Build a best-in-class team creating strong digital content experience capabilities -- who drive the brand vision forward and are accountable for business results
• Build processes that maximize cross-BU knowledge, best practice and innovation sharing
• Foster a strong culture of innovation and more agile ways of working with a focus on empowered teams, real-time cross-functional collaboration

Experience Profile:

• 10+ years in eCommerce, digital and/or marketing roles, preferably with lifestyle brands
• Exceptional strategic skills with ability to translate overarching brand strategies into clear functional/business priorities and to define and drive effective implementation roadmaps
• Demonstrated ability to leverage real-time customer insight/data to drive customer-centric innovation and outcomes
• Exceptional quantitative skills with a track record of driving and measuring results across consumer segments and channels
• Excellent verbal and written communication and storytelling skills; demonstrated success building buy-in for new strategies and bold initiatives
• Proven ability to assess/build talent and to coach, motivate and inspire a high-performing team
• Experience driving capability development and change management across a global brand and matrixed environment

Character and Personal Attributes:

• Demonstrated ability to effectively build relationships and collaborate with cross-functional partners at all levels and across a matrixed global organization
• Ability to work across geographies and cultures 

• Sharp business acumen, strategic thinking, and analytical skills; proven ability to drive brand and commercial outcomes and deliver on program KPIs and ROI goals

• Proactive in identifying and chasing growth opportunities
• High learning agility and curiosity
• Ability to work effectively in ambiguity, adapt to changing priorities, drive with speed and agility
• Believes in risk-taking, testing ideas, iterating and learning from both successes and failures
• Takes ownership and drives accountability across the organization
• Customer-centric mindset; passionate about customer experience

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 employeerelations@tapestry.com                                    

Visit Coach at www.coach.com.

Work Setup: Hybrid

BASE PAY RANGE $180,000.00 TO $240,000.00 Annually
Here are some of the benefits that we offer: Medical insurance, Dental insurance, Vision insurance, 401 (K), Paid Paternity and Maternity leave, Commuter Benefits, Disability insurance and Tuition assistance. Please click here for a complete list of U.S Corporate Compensation & Benefits.

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