Head of eCommerce

Position Title:    Senior Manager, E-Commerce

Reports to:       General Manager, Coach Korea

Location:         Seoul

Coach was founded in 1941 as a family-run workshop, and today is a leading New York design house of modern luxury accessories and lifestyle collections. We attribute the prominence of the Coach brand to the unique combination of our original American attitude and design, our heritage of fine leather goods and custom fabrics, our superior product quality, and our commitment to the customer experience.

At Coach, we bring together strong, collaborative people in a culture of mutual respect, support, accountability, and passion for the brand and product. Our goal is to offer an inspirational and modern workplace that allows for exceptional talent to thrive.

Primary purpose:

Coach is seeking a visionary Head of eCommerce to drive our digital transformation and significantly accelerate online business growth. This role goes beyond just revenue expansion, it is about shaping the future of our eCommerce landscape, strengthening our brand’s digital presence, and engaging the next generation of consumers, especially Gen Z.

As the Head of eCommerce, you will be responsible for developing and executing a strategic roadmap that enhances customer experience, optimizes performance across owned and 3rd party platforms, and fosters collaboration across multiple teams, including marketing, product (merchandising), retail, and IT.

Key Responsibilities:

• Strategic eCommerce Leadership: Define and execute the long-term vision and strategy for Coach’s eCommerce business, ensuring it aligns with global brand priorities and local market opportunities. Identify and capitalize on emerging trends, new digital channels, and innovative technologies to stay ahead of the curve. Build strong partnership with strategic platforms such as Musinsa and Kakao giftshop, Naver, etc.
• Growth mindset & Customer-Centric Innovation: Develop initiatives to expand Coach’s Gen Z customer base by leveraging insights, digital storytelling, and localized engagement strategies in line with LRP strategy. Optimize customer journey across all digital touchpoints, ensuring a seamless and premium brand experience. Lead data-driven decision-making by analyzing eKPIs.
• Omnichannel & Cross-Functional Collaboration: Act as a central connector between IT, retail, marketing, and product (merchandising) teams to ensure a cohesive brand experience across all channels. Enhance omnichannel capabilities, integrating online and offline touchpoints to drive traffic and engagement. Partner with regional and global stakeholders to adapt global strategies for the Korean market.
• Operational Excellence & Digital Performance: Manage P&L for eCommerce, ensuring sustainable and profitable growth. Optimize website performance, UX/UI, and personalization strategies to enhance engagement and conversion.

• Responsible for attracting qualified traffic to Retail .com site, E-outlet, and 3rd party partner sites. This position plans and executes e-commerce sites with focus on sales generation.
• Develop a strong understanding of e-commerce customer profile and customer lifetime values for effective marketing
• Build annual / long-term strategy for the development and management of e-Com business
• Implement and utilize analytics to track sales trends and identify opportunities for Omni channel in FY26
• Provide strategic insight and recommendations from ecommerce planning and communication points of view in leading the ecommerce team.
• Seize the opportunities to accelerate E-Com business development
• Analyze sales and site performance regularly and take actions to drive sales.
• Analyze product category performance and trends; identify opportunities for testing and optimization, with a focus on improving conversion.
• Identify product opportunities and key trends that will drive demand for particular categories and styles via sales/site performance data, business unit feedback and competitive analysis.
• Analyze and assess the effectiveness of existing eCommerce operations and needs; partner with Global teams to continually optimize processes for maximum efficiency and effectiveness.
• Agency management: Manage operational and financial issues at the agency including optimal structure, review, and audit of contract terms.

Education/Qualifications:

• Strategic & visionary leader with a growth mindset, passionate about eCommerce and digital innovation.
• At least 13 years digital marketing and/or e-commerce experience in the consumer/retail sectors within fashion, luxury, cosmetic and FMCG industry
• Deep understanding of the Gen Z consumer and digital savvy
• Proven track record of success as demonstrated through sales growth
• Proven analytical and numerical ability; must be well-versed in website analytics in order to analyze data to inform website merchandising
• Exceptional project management skills and attention to detail required, with proven ability to manage multiple projects simultaneously and prioritize for highest ROI
• Strong oral and written communication skills in both Korean and English required. High level of business English is required
• Solid experience working closely with APAC required, with proven ability to strategize on a global/regional/local level
• Excellent communication and interpersonal skills
• Ability to lead and influence cross-functional teams, as well as confidently make persuasive presentations to senior management

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.