Sr. Manager, Demand Generation Media

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.

Title:                Senior Manager, Demand Generation Media, China
Location:         Shanghai

Time:                Mar 2025

Coach is a global fashion house founded in New York in 1941. Inspired by the vision of Creative Director Stuart Vevers and the inclusive 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 committed to being innovative and inclusive.

Primary Purpose:

The role of Senior Manager, Demand Generation Media is pivotal in the acceleration of brand transformation in China and delivering business & brand objectives through customer connection. This role will work closely with Brand Marketing, Marketing Analytics, Global Media and local media partner to constantly drive best in class media planning and implementation across all Demand Generation media touchpoints.

The successful individual will leverage their proficiency in Media on...

Media Planning and Budget Management

• Lead media strategy deployment to bring to life brand transformation in China. Manage annual and by season demand generation media plan based on business targets and brand KPIs
  • Partner with global media, global brand analytics and global brand marketing to translate global brand vison into actionable demand generation plans in China
  • Set primary outcome and diagnosis KPIs
  • Brief to media agency, deliver campaign media plan and spot plan
  • Develop in-flight tracking methodology and drive in-flight optimization
  • Work in tandem with Brand Marketing team to identify the best formats and content needs based on STDC framework
  • Manage media partner’s execution and the weekly meetings
  • Partner with Media Analytics team on weekly monthly and quarterly tracking
• 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
• Work with Demand Capture media, Marketing Analytics and Tapestry Digital to develop customer full journey data tracking. Link media performance with customer behavior and outcome
• Manage media purchase order and track financial reconciliation
• Support on competitive and ad hoc tracking and analyses from media perspective

The accomplished individual will possess...

• Solid knowledge in media planning, media buying, media KPI analyses to ensure effectiveness and efficiency targets
• 10+ years of working experience in media agency or in-house media planning role for mid to high budget level brands, FMCG background preferred
• Ability to work with internal partners and external partners for media & media buying agency

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
• Strong communication skills in English
• 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.

General Description of All Benefits: Our company offers a number of benefits to eligible employees, including health benefits (medical, dental, vision), life insurance and disability insurance. Eligible employees are also able to enroll in our company’s 401(k) savings plan and take paid time off for wellness needs and vacations. For additional information about our benefits Click Here - U.S Store Compensation & Benefits
General Description of Other Compensation: Eligible employees will be able to receive discounts on certain products and incentive compensation.