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Social Manager, New Platforms


Shanghai, SH, CN

Manager, Social Platforms

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 exceptional talent to thrive.


Primary Purpose:

1, Social Campaigns

Drive holistic annual social planning of Coach for both newness and seasonal campaigns. Support competitive social and digital strategy to drive the brand engagements with young and new customers.

Develop clear seasonal and mega event marketing actions for viral social campaigns via collaborating with third-party media platforms or new technologies.

Lead social initiatives which includes content planning & developments, execution, optimization, reporting, etc…


2, Digital Innovation & New Social Collaboration

Build and own the strategy for the consumer journey across all social touchpoints focusing on customer recruitment, engagement and retention. Interpreted consumer and industry trends and insights into clear communication strategies and plan across different social platforms

Generate innovative ideas and breakthrough social initiatives from concept to execution especially for new China emerging social platforms;

Sophisticated consumer insights and strategic thinking towards new social platforms such as Tiktok China, Bilibili, etc…  

Work closely with Global social, PR, Brand Marketing, Retail Marketing, and Retail activities to maximize the impact of campaigns


3. Social Listening

Work closely with agency to monitor the latest industry trends and brand social buzz, identifying the market landscape, latest innovative which can be applied to brand social approach.


The accomplished individual will possess...

6 – 8 years of working experience in Digital Marketing, Social Media

Demonstrated experience in either Digital/Social agency or In-house Digital Marketing Department, prior experiences in luxury fashion brand is a plus

Creative thinking, strong interest in high-tech & new trends

Deep insights on China’s digital & social landscape and customers behaviors

Open-minded with strong ability to form and lead cross-functional working partners

Positive, motivated and a good team player

Strong communication skills in Mandarin and English

Enjoys working in an open, agile and fast-paced environment

Req ID:  90729

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