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Manager, PR & Social Media


Tokyo, 13, JP

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.


The successful individual will leverage their PR experience to:

  • Support PR Sn. Mgr, to develop and execute strategies to meet brand objectives within a focus on connecting with the PR/Media community and building fashion credibility
  • Plan and initiate editorial outreach opportunities for each new season/product launch
  • Secure quality fashion editorial coverage with fashion magazines, fashion newspaper (i.e., WWD) and business newspapers' fashion section
  • Manage regular press presentations 7-8 times a year; including women's and men's collection press events, production, invitation mail-out and catering to maximize editorial opportunities.
  • Responsible for increasing brand awareness (to Coach Transformation), creating new editorial opportunities, developing effective editorial pans and maintain a positive, relevant and consistent brand image
  • Manage day-to-day PR activities; including press releases
  • Develop and nurture relationships with Editors, drive opportunities for kickback and editorial coverage
  • Develop strong strategic partnership with NY PR, Creative Services and Events Team, as well as local Merchandising, Executive, Field and Finance to ensure that plan is aligned and on-brand
  • Collaborate with marketing counterparts to develop highly effective, integrated editorial/marketing plans
  • Manage product sample order schedule for each season/product launch by closely working with NY HQ /Coach Japan Merchandising to ensure timely delivery and optimized sample assortment.
  • Plan and execute press trips and shootings outside the country (i.e., NY shootings)
  • Plan and execute media tie ups in most effective media sources.
  • Support influencer and Celebrity strategy, managing relationships and activities with KOLs for the Japan market that will enhance visibility and relevance for Coach brand
  • Lead planning and execution for small scale and large scale PR events, held in store as well as 3rd party locations, engaging Media, Influencers, Celebrity
  • Strategize and partner with Media team to support product launch with 360 publisher programs, including print, digital, celebrity, social marketing and events.


The chosen individual will possess:

  • Bachelor's degree required with a concentration in marketing/publicity, preferred
  • Positive problem solving attitude, collaborative spirit and creative thinking required
  • Strong oral and written communication skills in both Japanese and English.  High level of business English a must
  • Minimum 5 years of PR experience, 3 years directly with prestige/luxury brands, retail, cosmetic or consumer goods. 
  • Men's product PR experience is a plus.
  • PR event experience is a must
  • Must have contacts of editors-in-chiefs and editors of key publications, major stylists, celebrities and media to play a key liaison for Coach Japan.
  • Must have creative and analytical skills
  • Must be result-oriented and be willing to influence performance on a regular basis
  • Strategic thinking and in-depth knowledge of public relations resources
  • An expressed understanding of Coach brand (including aesthetic, taste level)
  • Ability to represent Coach brand with high energy level, passion and outgoing personality
  • Proven experience and ability to work with team organizations
  • Ability to manage and cultivate solid relationships with key outside parties such as editors-in-chief of key publications
  • Ability to work with NY HQ is required.
  • People skills mandatory.  Ability to develop solid relationship internally and externally
  • Time management and organization skills required
  • Travel to US is required

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:  58312

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