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VP, Global Public Relations


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.


VP, Global Public Relations Location: New York, NY


Reporting Structure: dual report to Executive Creative Director and Chief Marketing Officer

Primary Purpose: The Vice President of Global Public Relations is responsible for leading global and North America editorial strategies, building fashion credibility for Coach in line with the brand’s image and language, to support the achievement of our business goals. The VP will develop strong relationships with key fashion media and industry opinion leaders, partnering with individuals internally and externally to drive public relations programs to enhance our brand positioning and build fashion credibility.   

  • Work closely with Executive Creative Director and CMO to define the global communications strategy and objectives for the brand with regards to traditional and digital public relations and editorial.
    • Global communications strategy will be in-line with the brand’s global business and marketing strategy, developing necessary programs to build brand equity, driving business growth and shareholder value.
  • Function as the brand steward focused on increasing the brand’s desirability and fashion credibility. 
  • Develop, implement, and manage the communications strategy to drive consumer demand by leveraging the power of the press, media, social and celebrity & key influencers communities that are relevant to increasing brand awareness and purchase intent with our target consumers, enhancing Coach as an accessible fashion brand.
  • Collaborate with functional colleagues, as necessary, to properly communicate, plan, execute and measure Communications team activities.

The successful individual will leverage their proficiency in fashion Public Relations to…

  • Develop and implement a global communications plan to increase brand awareness and brand heat amongst consumers and the fashion industry, leveraging press, events, celebrity strategy, sponsorships, and collaborations from global and adapted to regional objectives.
  • Develop breakthrough press/communications programs to increase brand exposure and fashion relevancy.
  • Ensure all key communications objectives, programs, and initiatives are aligned globally while supporting local relevancy, collaborating effectively with the regional BU PR teams.
  • Leverage strong relationships with senior fashion and lifestyle editors to raise Coach’s profile through editorial placement, content, special stories; Actively and effectively manage all relationships with relevant PR agency partners.
  • Plan and manage runway shows, press previews/events, product launches, etc. with CEO, CMO & Executive Creative Director, PR teams and other agency management, inclusive of venue selection, invitations & seating, global press strategy, ensuring PR team is managed to excellent execution.
  • Increase Coach’s presence and desirability in the fashion industry through events, programs, relevant social and cultural partnerships, sponsorships, and collaborations by nurturing local, regional, national, and global celebrity/VIC relationships (and their publicists) where brand awareness will be positively influenced.
  • Manage company spokespersons on personal press and media activities.
  • Work closely with NA leadership to provide consistent support of communication activities and events throughout the stores network.
  • Successfully pitch special brand stories to key fashion editors in target media.
  • Act as point person to review sponsorships, collaborations, special projects, charity requests with recommendations to senior management.
  • Partner with Head of Global Investor Relations & Corporate Communications; collaborate on all press releases and feature stores where both brand and financial are addressed.
  • Support Executive Creative Director in developing, implementing, and managing the Celebrity/VIC dressing initiatives for award shows, events (company or personal appearances, external events such as CFDA, exhibitions, social responsibility sponsorships, etc.), costuming and wardrobe productions.
  • Strategically manage the global communications budget and headcount.
  • Manage and develop high performance editorial and brand communications teams, both global and local.

An outstanding professional will have...

  • Proven communications executive with 15+ years’ experience in a fashion luxury brand that has strong global brand equity.
  • Well-trained and aware of the best PR/Communications approaches used by image driven brands within the fashion and luxury space as well as other lifestyle consumer brands with strong brand equity.
  • Proven skills at developing and implementing strategic, creative, and fiscally sound communications programs and activities with global reach.
  • Strong PR and events expertise in the United States and key global markets.
  • Maintains professional, respected relationships with editors of influential publications and media both domestic and international.

The accomplished individual will possess...

  • Strong facilitation and relationship building skills, comfort working in direct and indirect management of teams, across cultures and with multiple stakeholders.
  • Consulting and coaching skills
  • Excellent communication (written and verbal), influencing and negotiation skills, demonstrating emotional intelligence and agility when communicating at all levels within the organization and externally
  • Strong storytelling capabilities (verbal and written) and ability to bring editorial voice
  • Displays appropriate cultural sensitivity in all business activities
  • Ability to work in a multi-cultural matrix organization
  • Demonstrated good judgment, sound decision-making and objective problem-solving skills
  • Global perspective and international sensibility gained through personal and/or professional experiences



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. Visit Coach at

Req ID:  95306

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