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Senior Regional Brand Ambassador


London, LND, GB

We believe that difference sparks brilliance, so we welcome people and ideas from everywhere to join us in stretching what’s possible.


At Tapestry, being true to yourself is core to who we are. When each of us brings our individuality to our collective ambition, our creativity is unleashed. This global house of brands – Coach, Kate Spade New York, Stuart Weitzman – was built by unconventional entrepreneurs and unexpected solutions, so when we say we believe in dreams, we mean we believe in making them happen. We’re always on a journey to becoming our best, but you can count on this: Here, your voice is valued, your ambitions are supported, and your work is recognized.


We are a global house of brands that has unwavering optimism and is committed to being innovative and wholly inclusive. Visit Our People page to learn more about Tapestry's commitment to equity, inclusion, and diversity. 


Primary Purpose: The Senior Regional Brand Ambassador (SRBA) represents Tapestry and its brands (Coach & Kate Spade) and is responsible for overseeing the Regional Brand Ambassadors (RBA), Brand Ambassadors (BA), Brand Specialists (BS) and Department store network across all product lines within their region.


The SRBA reports to the Europe Customer Experience Manager (CEX) and provides high level feedback and leads by example. It is their responsibility to ensure Tapestry values and business priorities are communicated to the wider region and managed effectively to ensure Tapestry customers have a seamless experience, however and whenever they choose to shop. The SRBA drives sales initiatives, shares best practice, and motivates and educates their peers and wider fleet. Acting as a liaison between Tapestry teams, store teams, head office channels, the SRBA drives the Customer Experience, Omni channel approaches and seeks new initiatives for further brand development. 


Duties and Responsibilities:


  • Track and analyse regional trade and targets to ensure they are met and exceeded, where relevant compiling and presenting action plans, presenting at Monthly Sell Thru meetings and ad hoc requirements
  • Regularly visit regional department stores and meet with in-store management to discuss trade performance, Customer Experience opportunities and deliver brand training and information
  • Monitor in-store activity and present ideas to CEX Manager to identify new opportunities in-store or within local events 
  • Build and cultivate strong relationships with RBA, BA, BS and Department Store management to drive brand awareness and customer retention, implement and communicate business initiatives and act as a liaison between the host store and CEX Manager
  • Ensure all stores within the region are educated on the brands, provide the strategy for brand training to increase team product knowledge, recruitment of new Gen Z customers and ultimately driving sales
  • Recruit and onboard new starters within region 


Customer Service 

  • Manage and share best practice for clientelling/event hosting and support with co-hosting in-store events 
  • Build strong relationships with local Retail brand stores to understand customer demographic, profiling, and future brand opportunities by attending local brand events to gain a better understanding of key business priorities


Visual Merchandising 

  • Share VM directives within the region quarterly to ensure the stores are showcasing new season product along with seasonal product launches/delivery drops
  • Train store teams to feel confident to action ad hoc VM floor sets in line with customer profiling or deliveries, ensuring they are always in line with business directives
  • Communicate VM guidelines during markdown periods and ensure all stores reflect the same VM to ensure the customer experience is consistent across the region 
  • Build a strong relationship with the Regional VM Manager and regularly share images to seek feedback or further VM development 



  • Ensure Brand Ambassadors and Brand Specialists are managing daily deliveries and replenishment and ensure the back of house areas are clean, tidy, and well maintained
  • Ensure trade reports are completed in a timely manner and product call outs are shared with CEX Manager/ Sales Team effectively and efficiently
  • Coordinate with the CEX Manager to schedule maintenance of adequate floor coverage, managing the temp budgets during RBA/BA holiday and peak trade periods
  • Ensure rotas are completed for RBA/BA in advance, managing and tracking holiday and sickness
  • Manage and track budgets effectively such as T&E, temps & packaging, processing and managing payment of invoices 
  • Manage appearance, cleanliness of SIS locations and escalate operational needs to CEX Manager, leading on any new SIS openings or updates within existing locations within the region


The Brand Ambassador will possess: 

  • Ability to travel up to 8 days per month 
  • In-depth knowledge of the retail environment and a minimum of 2 years retail experience 
  • Great understanding of working within a department store 
  • Excellent communication, leadership, organizational and analytical skills 
  • Strong knowledge of industry trends. 
  • Self-motivated and have the ability to strategize to help develop their business 
  • A good knowledge of Retail math 
  • A strong and passionate team player and the ability to work well with others 
  • Flexible to work hours deemed by the store and CEX, including nights, weekends & bank holidays 
  • Experience with managing multi-site locations is preferred 


What Tapestry can offer you:

  • Hybrid working (3 days working from the office, 2 days remote)
  • Option to finish early on a Friday (Flex Fridays)
  • 1 Paid Volunteering Day per year and opportunities to volunteer with global projects
  • Learning & Development opportunities
  • Internal mobility & career progression
  • Regular Social Events - Seasonal & Cultural
  • Equity Inclusion & Diversity initiatives which include employee resource groups & regional inclusion council


Other benefits include:

  • 25 days holiday in addition to bank holidays
  • Annual Incentive Plan (company performance bonus)
  • Multi brand discount up to 50% off – Coach, Kate Spade, Stuart Weitzman
  • Private Healthcare with health assessment (Bupa)
  • Bupa rewards - Financial wellbeing support and wellness discounts
  • Private Dental Cover
  • Eyecare vouchers
  • Employee Assistance Program
  • Employer Pension Contribution
  • Gym discount
  • Interest free season ticket loan
  • Cycle to work scheme


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 his/her 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.


Tapestry, Inc. 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 Tapestry, Inc. at



Req ID:  112418

Job Segment: Brand Ambassador, Senior Brand Manager, Branding, Outside Sales, Brand Manager, Marketing, Sales

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