Sr. Brand Manager, Brand Marketing

Position Title: Senior Brand Manager, Brand Marketing

Reports to: Marketing Director, Coach Korea

Location: Seoul

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.

Job Summary

We are seeking a strategic and experienced senior brand marketing manager to support the Marketing Director of Coach Korea in developing a focused brand vision and strategy in accordance with the fast-paced growing speed of market & business. This role requires a combination of strategic thinking, business acumen, growth mindset with can-do attitude and leadership skills to accelerate brand building of Coach in Korea with impactful and scalable marketing campaigns.  

The ideal candidate excels in understanding the market & consumer trend and be able to build laser focused strategy and executional plans, a strong brand storyteller who can optimize & tailor the global campaign messaging into Korean audiences, make data-driven decision-making, and great leadership & teamwork in cross-functional collaboration. Candidates should have experience working in a global environment with a burning 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 the Marketing Director of Coach Korea in developing the brand vision and strategy for that aligns with global brand priorities and is tailored to Korean consumer and market landscape. This role will in particular

• Translate global brand growth principles to Korea priorities and actionable plans that deliver acquisition targets
• Communicate and align with global marketing on Korea brand cadence and plan
• Track and periodically update the progress of the strategy and cross-functional action plans

• Integrated Marketing Planning

• Act as campaign owner from brand activation download, local approach, co-brief to creative with global marketing, KPI setting to IMC planning, activation idea development & PMO tracking. Develop campaign guidance (local insights & strategy + global guidance) to all Korea marketing members. Coordinate with cross-functional teams to develop and execute integrated marketing plans that are in line with campaign ideas and strategy
• Manage brand purpose led and value driven campaigns. Conduct customer research and form insight led strategy. Work with global and Korea marketing teams to develop objective & approach, set budget & tracking
• Plan and manage Korea MAP (Marketing Annual Budget)
• Brief & lead internal marketing team to develop orchestration plans based on campaign KPIs, consolidate the plans, and discuss with Marketing Director / General Manager to revise the plan to achieve campaign targets across Media/PR, CRM and local activations as needed. 

• Establish holistic annual marketing plan (short / long range) streamlining across all funnels and touchpoints focusing on increasing Gen-Z acquisition and brand desirability  
• Marketing Investment Allocation: Manage channel and campaign allocation to achieve marketing targets
• Global & Regional Marketing Liaison: Brand Ambassador of Korea for global marketing to communicate Korea’s strategy and needs to global/regional teams with logical and data-based information to maximize global support and awareness of Korea business 
• Campaign Performance Tracking: Closely monitor campaign performance across Media, New Acquisition, Performance Marketing, Search, Traffic and impact to business with Media Manager, Marketing Analytics, E-Commerce and all other key internal stakeholders to propose in-campaign optimizations.
• Executional Excellence: Ensure seamless implementation across brand marketing, Media, PR, CRM, Brand Analytics in line with annual and long-range strategy. 
• Core KPI: New Acquisition, brand KPI uplift, Search Lift, Traffic Impact to ECOMM/Retail, Marketing effectiveness, and efficiency targets.

Collaboration

• Media: Collaborate with Media Manager on the holistic media strategy to attain key brand objectives and plan across demand generation and demand capture channels.
• Ambassador/Celebrity/KOL: Collaborate with Global/Regional/Local PR Manager on celebrity and influencer strategy to strengthen the relationships and activities with KOLs for Korea market

Qualifications:

1. Brand builder with growth mindset
2. Proven strength in strategic thinking, data driven and strong analytical sense
3. Extensive experience in marketing, with a strong understanding of both global and local marketing principles
4. Experience working with cross-functional teams and in a multicultural environment, with an ability to communicate and collaborate with stakeholders at all levels of the organization
5. Strong project management skills, with a demonstrated ability to lead complex projects from conception to execution
6. Excellent communication skills, both written and verbal, with an ability to effectively present ideas and influence stakeholders
7. Open mindset, willing to take challenges.
8. Education: Bachelor n Business Admin, Marketing, Communications or MBA is a plus
9. Experience: Experience in branding building, strategy, campaign launch, team leadership role
10. Knowledge of digital media planning & buying, retail marketing, and PR.
11. Proven experience in brand building
12. Ability to adapt to brand transformation and drive necessary changes in marketing.
13. Strategic and consumer-centric mindset.
14. Solid leadership skills of self and people management.
15. Team player who fosters partnerships within and outside the marketing department.
16. Fluent in written and spoken in Korean and English
17. Influencing persuasion skill
18. Experienced in multinational fast paced matrix organization with diverse background counterparts.
19. Growth mindset, Can-Do Attitude, Ownership of Business, Brand & Team

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.