Media Manager, Marketing

Title: Manager, Media, Brand Marketing

Reports to: Marketing Director

Location: Seoul, Korea

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:

The Media Manager plays a key role in transforming the brand in Korea and achieving business objectives through customer connections. This role collaborates with Brand Marketing, Brand Analytics, Global Media, and local media partners to ensure world class media planning, execution, analysis and on-to-go enhancement across all media touchpoints. This role will laser focus media strategy and investment to recruit new Gen-Z users at utmost effective and efficient media channel while lifting key brand index required in line to brand’s strategy. This role liaises with internal key stakeholders within Korea, Region, Global and also external agencies which requires high level of strategic thinking, mature and proficient communication skills, analytical mindset while continue to be curious to learn and adapt to fast-changing landscape.   

The successful candidate will utilize their expertise in full funnel media strategy, planning, and performance metrics.

Demand Generation & Demand Capture Media Planning and Budget Management

• End-To-End owner of Coach Korea Media across full funnel – Strategize media investment plan by funnel objectives and KPI goals, develop local media tactics and execution, Consumer Search Journey enhancement, performance marketing to boost conversion, analysis & insights drawing on a regular basis, vocalize Korea needs to global team to boost both brand and commercial index working along with local media agency partner to achieve the big and bold goal of building brand and acquiring new Gen-Z users
• Collaborate with the global media / marketing / analytics teams to create annual, seasonal (campaign) media investment plans, strategy, executional and operational plans based on business targets and KPIs to achieve
• Collaborate with Brand Marketing to strategize the right content and media channel on the best platforms effectively with relevant objectives by funnel and channel. Identify optimal formats and content needs using holistic media framework of upper to lower funnel.  
• Identify key gaps possible – Content, Media Channel, Investment Strategy & Split, etc. to maximize Media investment impact to lift brand health KPI while also driving significant impact to traffic (ECOMM/Retail) and business.
• Strategically plan and drive executional excellence of demand capture media, SEM, SEO, and retargeting to make sure not to leave any missed opportunities behind
• Plan and manage total Korea media budget, drive savings and re-investment.
• Brief to media agency on campaign investment plan, media strategic goals and execution plan
• Develop in-flight tracking methodology and drive in-flight optimization with global team
• Manage media partner’s execution and the weekly meetings in conjunction to Pulse meeting
• Manage agency performance thru regular feedback sessions and continue drive enhancements
• Partner with Brand Analytics manager on regular basis to analyze media effectiveness in correlation to Gen-Z Acquisition, Traffic to ECOMM from Media by channel, Search effectiveness.
• Apply deep and up to date understanding of media methodology, media productivity, consumer and market trends to revise and improve mid-long term media strategy and tactics
• Deep dive consumer Search journey- Organic query keyword acceleration, partner with brand manager in driving sufficient content to dominate search back, establish Tabby and Tabby family as keyword in search journey, analyze end-to-end consumer search journey on where they came from and where they go in order to continue enhance efficacy and efficiency in conjunction to brand awareness lift, Gen-Z acquisition lift and traffic increase.
• Collaborate closely with ECOMM team in driving unified strategy in overall demand capture – Define, Test & Learn, Enhance and execute optimal investment to win most effective performance marketing, Search that will ultimately drive brand heat, awareness acceleration, Gen-Z acquisition and sustainable growth of traffic and business.
• Provide data-based inputs to global marketing / media / brand analytic teams on creative quality, gaps and opportunities at each funnel and action plans in conjunction to annual AOP

The accomplished individual will possess...

• Solid knowledge in digital media planning, media buying, media KPI analyses to ensure effectiveness and efficiency targets
• Experience in media agency or in-house media planning role for mid to high budget level brands
• Strong communication skills in English and Korean in both written, speaking and understanding
• Ability to work with internal partners and external partners for media & media buying agency
• Knowledge, Experience and relationship with platform
• Growth mindset, self-starter and proactive in a fast-paced environment
• Great self-leader with entrepreneurial mindset and easy-to-talk to as a core team member

An outstanding professional will have...

• Critical thinking, ability to challenge the status quo and drive transformational changes
• Outstanding analytical mindset and result driven
• Nimble learner with curiosity and passion in media
• Positive, self-motivated and endorses cross functional partnership

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 www.coach.com.