Sr. Manager, PR & Events

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.

Primary Purpose:

We’re seeking a visionary Senior Manager of PR & Events to lead our brand storytelling and cultural resonance among Gen Z audiences in Japan. You’ll be the architect of high-impact campaigns that fuse fashion, music, and youth culture—building brand desirability through unforgettable experiences, celebrity partnerships, and influencer activations.

Key Responsibilities:

・PR Strategy & Execution

Develop and execute PR strategies that elevate brand relevance among Gen Z consumers.

Craft compelling narratives that align with fashion, lifestyle, and cultural trends in Japan.

Lead the creation and distribution of media releases tailored for fashion, youth, and culture publications.

Manage relationships with key editors, journalists, and contributors across top-tier fashion and culture outlets.

・Event Leadership

Lead the planning and execution of brand events, pop-ups, and cultural activations that spark buzz and social sharing.

Collaborate with creative, retail, and digital teams to ensure events are immersive and on-brand.

Oversee logistics, budgeting, and vendor management for all PR and event initiatives.

・Celebrity & Influencer Management

Identify and cultivate relationships with celebrities, stylists, and cultural tastemakers who resonate with Gen Z.

Build and manage influencer programs that drive engagement and authenticity.

Negotiate contracts, manage content deliverables, and ensure brand alignment.

・Media Relations

Build and maintain strong relationships with fashion and culture publications, both print and digital.

Secure editorial coverage, interviews, and feature placements that amplify brand storytelling.

Monitor media performance and sentiment, and optimize outreach strategies accordingly.

・Team Leadership

Manage and mentor a team of two PR & Events specialists.

Foster a collaborative, trend-savvy, and execution-focused team culture.

 What You Bring

• 7+ years' experience in PR, events, or brand marketing, especially in fashion, lifestyle, or youth culture.
• Strong knowledge of Gen Z trends and digital habits in Japan.
• Extensive media, influencer, stylist, and celebrity agent connections.
• Proactive, leveraging global networks to enhance brand synergy and utility.
• Inclusive brand stewardship to expand equity and awareness across markets and functions.
• Proven track record of delivering top-tier events and influencer campaigns, innovative media
• Fluent in both Japanese and English
  
  

★ Bonus Points:

• Global fashion or streetwear brand experience.
• Enthusiasm for fashion, music, art, and new subcultures.
• Early trend identification skills.

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.