Manager, Creative

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.

Position Overview:

We’re looking for a bold and culturally attuned Creative Manager to lead and co create content innovation and art direction for Coach Japan contents across all consumer touchpoints—including web, social, retail, and experiential—with a laser focus on Japan’s Gen Z audience with regional and global creative. You’ll be responsible for crafting contents  that live natively across platforms and drive emotional connection, engagement, and conversion.

Key Responsibilities:

Content Strategy & Development

• Develop and implement comprehensive multi-platform content strategies informed by Gen Z behaviors, aesthetics, and values in Japan.
• Oversee storytelling initiatives across social media, websites, e-commerce platforms, and customer and retail touchpoints.
• Collaborate with creators, influencers, and cultural leaders to co-create authentic narratives that resonate with Japanese audiences.
• Genuine passion for storytelling, design, and digital innovation.
• Expertise in global-to-local campaign adaptation, tailoring global toolkits for the Japanese market regarding tone, talent, themes, and timing.

Website Content Leadership

• Direct the creative vision and strategic approach for Japan-focused websites.
• Ensure content is fully localized, mobile-optimized, AEO-compliant, and aligns with Gen Z’s digital preferences.
• Coordinate with UX, product, and technology teams to deliver engaging and interactive web experiences.

Creative Direction & Team Management

• Partner with external agencies, freelancers, and internal design and content teams to produce culturally relevant materials for Japan.
• Uphold brand integrity while consistently driving innovative creativity.
• Reporting to Regional/ Global creative to drive Coach Global brand codes

Trendspotting & Insights

• Analyze emerging Gen Z trends in Japan, including language, memes, subcultures, and online behaviors.
• Leverage data and cultural insights to guide creative strategies and evaluate effectiveness.

Qualifications:

MUST HAVES

• Extensive experience in creative production with over 6 years in agency or brand roles.
• Fluent in Japanese (N1) and native-level English.
• Proven Japan-market portfolio across TVC, digital, and OOH.
• Skilled in budget management, cross-functional teams, and project management.
• Strong background in website content strategy and UX collaboration.
• Deep understanding of Gen Z culture and digital platforms in Japan (TikTok, Instagram, LINE, YouTube).
• Skilled at adapting global campaigns for Japan, customising tone, talent, themes, and timing.
• Preference for art-based creative skills due to UI/UX requirements.

Desirable: Experience with global brands (e.g., Nike, Uniqlo, L’Oréal, Apple); prior work at major agencies (Dentsu, W+K, McCann) or in-house roles (Fashion, FMCG); familiarity with TikTok/YouTube Shorts production; basic proficiency in After Effects/Premiere.

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.