Director, Head of Marketing

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.

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Job Summary

We are seeking a strategic and experienced Marketing Leader to support the General Manager of Coach Korea and VP, Head of Marketing, Coach APAC in developing a brand vision and strategy to enhance brand equity, visibility, and market positioning. This role requires a combination of creative vision, business acumen, and leadership skills to drive impactful marketing campaigns for Korea that attract new customers, engage existing customers, and drive revenue growth.

This involves developing strong relationships and partnerships internally (collaborating with retail and other functional teams), and externally (with media, PR, and other marketing agencies) and will need to foster close partnership with global marketing counterparts in New York.

The ideal candidate excels in brand storytelling, data-driven decision-making, and cross-functional collaboration. They should have experience working in a global environment and a passion for growth to ensure the brand resonates with target audiences and stands out in a competitive market.

Key Responsibilities

• Marketing Strategy Deployment and Implementation: Support Coach Korea GM and VP, Head of Marketing, Coach APAC developing a brand vision and strategy for Korea that aligns with global brand priorities and is tailored to Korea’s consumer and market landscape. Contribute and manage annual, long-range plan and brand growth initiatives from a marketing perspective.
• Strengthen brand awareness among KOL (celeb, influencer, stylist, etc.) & digital media, and foster new exposures on up-and-rising digital platforms.
• Collaborate with Retail & e-Commerce on acquiring new customers, increase loyalty and implement an omni-channel clienteling strategy.
• Analyze and design customer journeys to increase the number of customers and loyalty.

• Identify new business opportunities from market and customer insights and leverage them for successful commercial action.
• Marketing Investment Allocation: Manage channel and campaign allocation to achieve marketing targets.
• Campaign Planning: Lead Korea marketing calendar planning within the See-Think-Do-Care framework. Identify growth opportunities and initiate action plans.
• Global & Regional Marketing Liaison: Act as the primary contact for global marketing and communicate Korea's strategy and needs to global teams.
• Campaign Orchestration: Brief other marketing functions to develop orchestration plans based on campaign KPIs, consolidate the plans, and discuss with functions to revise the plan to achieve campaign targets.
• Campaign Performance Tracking: Closely monitor campaign performance with Marketing Analytics and propose in-campaign optimizations including E-commerce & Performance Marketing
• Retail Marketing: Overlook retail marketing with matrix reporting line from retail
• Creative Briefing: Brief the creative team on content development needs. Provide objectives, strategy, media plan, insights, asset lists, and product priorities to guide creative and concept proposals.
• Seamless Implementation: Ensure seamless implementation across retail marketing, PR, and eCommerce touchpoints.
• Media Planning and Buying: Manage the holistic media strategy and planning across demand generation and demand capture channels.
• Media Agency Collaboration: Work with global and local media agency partners to continuously improve media effectiveness and efficiency.
• Media KPI Tracking: Track media KPIs and optimize in-flight. (KPI: Acquisition (emphasis on GenZs), brand KPI uplift, marketing effectiveness, and efficiency targets.)
• Team Management:

• Recruit, develop and retain staff. (4 perm staff)
• Create an excellent workplace culture that genuinely reflects Coach’s values. Empower staff to take responsibility for their roles and goals.
• Foster a spirit of teamwork to appreciate cohesiveness, supportiveness, and effectiveness.

Qualifications

• A bachelor’s degree with a minimum of 13 years’ Marketing and communications experience with fashion, cosmetics, FMCG, automotive, hotel, and so on.
• Highly engaged in the consumer / retail industry (ideally fashion, but not mandatory) and continually up to date in terms of news and happenings in the industry to drive ideas for Coach.
• Strong brand building skills – strategic thinking, audience insight & segmentation, storytelling & messaging, digital & social media expertise, brand experience & culture, measurement & adaptation, etc.
• Demonstrated experience collaborating with cross functional partners internally and externally.
• Proven experience in developing comprehensive strategy for global brands.
• Ability to analyze data, find opportunities, plan initiatives with strategic mind and skill set
• Highly organized, with an ability to juggle multiple priorities and work in multinational fast-paced matrix organization with diverse background counterparts
• Proven commitment to getting projects completed on time.
• Strong leadership skills and a high degree of initiative.
• Growth mindset, self-starter and proactiveness
• Excellent written and verbal communication skills in both English and Korean.

Our Competencies for All Employees

• 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.
• 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.
• 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.
• 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.
• Perseverance: Pursues everything with energy, drive, and a need to finish; seldom gives up before finishing, especially in the face of resistance or setbacks.
• 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.

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.
• Building Effective Teams: Blends people into teams when needed; creates strong morale and spirit in his/her 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.
• Managerial 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.

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 www.coach.com.