Senior Manager, Omni Retention & CRM

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.

Job Summary

The Omni-Retention & CRM Senior Manager drives customer lifetime value by planning and executing retention strategies across all channels (in-store, e-commerce, app, social). This role uses customer data to design personalized, loyalty-focused communications that increase repeat purchases, strengthen customer relationships, and enhance the overall brand experience.

Key Responsibilities

Strategy & Planning

• Develop and manage the omni-channel retention and loyalty communication strategy, aligned with brand and commercial goals.
• Define and segment customer audiences for targeted messaging.
• Set retention KPIs, such as repeat purchase rate, active customer rate, and lifetime value.

Campaign & Communication Management

• Plan and execute Clienteling & CRM communications across email , SMS, direct mail, and in-store touchpoints.
• Partner with digital, retail, and brand teams to ensure a consistent and personalized customer experience.
• Manage loyalty program communications, including member acquisition messaging, engagement triggers, and reward redemption updates.

Data & Insights

• Analyze customer behavior, purchase patterns, and churn trends to refine communication tactics.
• Use CRM tools to track performance and ROI of retention communications.
• Partner with analytics teams to generate actionable insights for personalization.

Cross-Functional Collaboration

• Work closely with e-commerce, retail, and marketing communications teams to synchronize promotional calendars and customer touchpoints.
• Coordinate with IT or external vendors for CRM platform enhancements.
• Train store teams to leverage CRM tools for clienteling and loyalty engagement.

Qualifications & Skills

Education & Experience

• Bachelor’s degree in Marketing, Business, Data Analytics, or related field.
• 7+ years’ experience in CRM, loyalty, or retention marketing communications (fashion retail experience strongly preferred).
• Proven track record of driving repeat sales and customer engagement through omni-channel communications.

Technical Skills

• Proficiency in CRM platforms (Salesforce Marketing Cloud, Adobe Campaign, or equivalent).
• Experience with customer segmentation, A/B testing, and communication performance analytics.
• Strong Excel and data visualization skills; SQL knowledge is a plus.

Soft Skills

• Strong strategic thinking and analytical mindset.
• Excellent project management and organizational skills.
• Strong communication and collaboration skills, with ability to work cross-functionally.
• Customer-focused, detail-oriented, and results-driven.

KPIs for the Role

• Repeat purchase rate & Active customer rate
• Loyalty program member growth & engagement.
• Communication engagement rate (open rate, click-through rate).
• Customer lifetime value (CLV) improvement.

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.