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Senior Manager, Public Relations & Digital


Taipei, TPE, TW

Coach is a leading design house of modern luxury accessories and lifestyle collections, with a long-standing reputation built on quality craftsmanship. Defined by a free-spirited, all-American attitude, the brand approaches design with a modern vision, reimagining luxury for today with an authenticity and innovation that is uniquely Coach. All over the world, the Coach name is synonymous with effortless New York style.

Coach is part of the Tapestry portfolio – a global house of brands powered by optimism, innovation, and inclusivity.


Key Roles and Responsibilities will include:

[Public Relations]

  • Optimize strategic choices of communications & PR in driving brand awareness and creating local relevance.
  • Formalize editorial planning, roll-out and reporting cycle; translate anecdotal info or product data into actions and plans within local context for PR campaigns and press outreach
  • Work in close collaboration with cross-functions on marketing & customer-facing projects at both event & media executional levels to propel business
  • Enhance lifestyle and fashion affinity with a stable of influencers emotionally relevant to the brand to forge highly desirable brand associations and create a young consumer loving brand perception
  • Proactively pitch for celeb/influencer seeding opps and media editorial support to drive maximized brand/product exposure.



  • Maximize the effectiveness of media investment and drive investment ROI through an optimized portfolio of paid vs. unpaid
  • Define and generate synergy between ads and storytelling to ensure audiences engaged both advertorially and editorially
  • Provide stewardship on external agency, budget management and plan deployment

[Digital & Social]

  • Monitor trends in Social Marketing/Media tools, applications, channels, strategy and competitors’ practices, setting effective benchmarks (best practices) for measuring the impact of Social Media campaigns. Ensure Coach latest and most exciting development to media is syndicated on time and accuracy
  • Coordinate the delivery of content and manage maintenance for web site, brand social accounts and other online assets, work with different business units and external partners to ensure the timeliness of web refresh and content accuracy
  • Gain actionable insights to reach genZ customer through innovation-led digital connections


[Ecom Operation]

  • In charge of the daily operation of local ecom business with key concentration on monitoring online marketing, daily operation, ongoing maintenance and sales performance 
  • Work very closely with GC ecommerce director and team to align on strategy, priorities and offer support locally as collectively aligned
  • Leverage various pr/marketing resources to supplement and propel buzz/traffic to ecom outlets


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

Req ID:  92998

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