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Assistant Store Manager I


Ocean City, MD, 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.



Retail Job Description

Reports to: Store Manager

Assistant Manager

Selling and Service

Understands organizational objectives and makes decisions in partnership with the Store Manager that align with Company priorities and values

Endorses, models and develops team to deliver Coach’s Selling and Service expectations

Enforces sales strategies, initiatives and growth across all categories

Flexes store business strategies and personal selling techniques to contribute to overall store and financial results

Maximizes floor supervisor role to deliver strong metrics and results driven through team selling and selling to multiple customers

Sales/productivity goals: sets and communicates goals for the team in partnership with the Store Manager and/or District Manager, tracks store’s performance at all times and achieves sales through team

Productivity Management: holds management team accountable for floor supervisor productivity, personal productivity and management contribution

Takes ownership and commitment for delivering results; actively aware of personal and store metrics and achieves goals

Drives business through sales strategies, clienteling, sourcing new customers and maintaining on-going productive relationships with customers

Develops a clienteling strategy in partnership with the Store Manager; implements and monitors strategy over time to achieve business goals and objectives in partnership with the Store Manager

Understands changes in local market with potential impact on business performance and supports the execution of local sales strategies and tactics

Builds credibility and trust as a personal fashion advisor to both team and customers by communicating fashion awareness and trends in the marketplace

Creates positive impressions with store team and customers by bringing best self to work through elevated, sophisticated, appropriate business attire consistent with Coach’s guide to style

Acts as a brand ambassador in the local market/mall to drive brand loyalty and business (i.e. charity events, local associations, mall initiatives)

Coaches team on how to incorporate trends into their selling experience with customers

Influences customer’s purchase decisions by balancing patience and assertiveness

Sensitive to customer and team’s needs and tailors approach by reading cues

Resolves customer problems and meets customer needs in a timely manner through solution-oriented and forward thinking and partners with the Store Manager and/or District Manager when appropriate

Encourages team to build long-term relationships with customers to drive business

Develops both self and individual product knowledge skills and remains aware of current collections

Works with the Store Manager and/or District Manager to protect and drive the needs of the business at all times

Understands the positive sales impact staffing has on the business and recruits accordingly

Coaches, develops and motivates the team on a daily, weekly and monthly basis to meet goals and utilizing Company tools

Ensures all daily tasks are completed without negatively impacting service of Coach standards

Workplace and Environment

Creates enthusiasm and positivity for a shared vision and mission

Leads by example

Demonstrates confidence when leading the team and managing the store

Takes initiative; has a high level of ownership and accountability for results of self and others

Approaches challenges in direct and timely manner and partners with the Store Manager and/or Multi-Manager; may take action to course correct in the moment when appropriate

Builds trusting relationships with peers and team

Workplace and Environment (continued)

Acts as advocate for the team and Brand

Is adaptable and flexible to change

Switches gears based on the needs of the business both seamlessly and pro-actively

Welcomes feedback and adapts behaviors as appropriate

Maintains a calm and professional demeanor at all times

Fosters an environment of teamwork and collaboration

Creates short and long-term strategies to achieve personal metrics and performance

Uses available resources to make informed decisions and takes appropriate partners when necessary

Utilizes Company tools to keep self-informed

Delegates and empowers others

Recognizes and values individual performance and communicates appropriately

Evaluates performance of all team members and provides consistent and timely feedback; creates and modifies action plans for the continuous development of staff in partnership with the Store Manager

Resolves performance problems using appropriate communication, coaching and counseling techniques

Works with the Store Manager to create a talent bench strength by actively recruiting and interviewing candidates

Recruits, interviews, on-boards and works closely with the Store Manager on strategies to retain top talent


Manages daily operational tasks according to Coach standards including selling and service expectations, operations, payroll, human resources and loss prevention

Demonstrates strong business acumen; strategically forecasts as directed by Store Manager, plans and budgets to the needs of the business (i.e. payrolls, staffing, etc.)

Writes schedules to maximize business by scheduling right people, right place, right time as directed by the Store Manager

Interacts and communicates with supervisor(s) on a regular basis to keep them informed

Maintains interior and exterior upkeep of the building with partnership from the corporate office

Understands and uses all retail systems and reporting tools

Adheres to all retail policies and procedures including POS and Operations procedures

Leverages Coach’s tools and technology to support relationship building and clienteling efforts; including driving sales and achieving individual and team goals

Additional Requirements

Experience: 1 to 3 years of previous management experience in a luxury retail service environment preferable. Possess current knowledge of fashion trends and competition in the marketplace.

Education: High school diploma or equivalent; college degree preferred.

Technical: Proficient with MS Office (Microsoft Word, Excel, PowerPoint and Outlook). Experience using retail systems (i.e. labor management, inventory systems, sales reporting, etc.)

Physical: Ability to communicate effectively with customers and team. Mobility to maneuver the sales floor and stock room to provide and support customer service. Reach above/bend to obtain product for customers from store fixtures/shelves at various heights and climb ladders/stairs/step-stools to perform visual merchandising and housekeeping duties. Ability to frequently lift and carry up to five pounds and at times lift and carry product/cartons up to fifty pounds to process product shipment/transfers.

Schedule: Ability to work a flexible schedule to meet the needs of the business, including nights, weekends, busy seasons, high retail traffic and sales days(including but not limited to the day after Thanksgiving, Memorial Day, Christmas Eve, Mother’s Day, etc.).

Note: This document serves only as a sample of job duties and responsibilities and does not include an exhaustive list of all performance requirements.


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


BASE PAY RANGE $20.00 TO $29.75 Hourly
Click Here - U.S. Benefits Summary

Req ID:  79647

Nearest Major Market: Salisbury

Job Segment: Retail Manager, Retail Operations, Store Manager, Outside Sales, Brand Ambassador, Retail, Sales, Marketing

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