Assistant Manager, Brand & Customer Analytics (2-years Contract)

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.

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: This role reports to the Senior Manager, Brand Marketing, E-commerce & CRM and is responsible for co-creating the customer strategy, leading execution, and developing smarter ways to attract, engage, and retain customers through data-driven insights, segmentation, and personalization.

This is a hands-on role; you’ll co-define the roadmap while also running campaigns, analyzing data and providing data and insights  

The successful individual will leverage their proficiency to...

Harness data to drive decisions (40%)

• • Analyze customer behaviour, transactions, and preferences to uncover trends and opportunities that drive acquisition, reactivation, and retention.
  • Translate insights into clear, actionable recommendations that accelerate customer growth, repeat purchases, and long-term loyalty.
  • Define and prioritize data-led initiatives to support acquisition and retention strategies across retail and digital channels.
  • Collaborate with Retail Marketing, Retail, and E-commerce teams to bring insights to life — powering acquisition campaigns, in-store Clienteling, and reactivation efforts aligned with customer behaviour.
  • Refine segmentation and targeting to enhance personalization, messaging resonance, and campaign effectiveness.
  • Partner with Marketing Analytics to develop CRM dashboards that monitor results and highlight opportunities for continual optimization.

Develop segmentation and scoring (30%)

• Design and maintain dynamic customer segments based on value, behaviour, lifecycle stage, and acquisition potential — enabling precise engagement and reactivation strategies.
• Develop and refine scoring models (e.g., spend value, frequency, recency, engagement level) to anticipate customer potential and inform personalized outreach.
• Activate and validate segments through testing and performance analysis, continuously improving audience definitions and creative personalization.

Manage CRM Campaign Operations (30%)

• Lead the CRM campaign roadmap and calendar, ensuring initiatives across acquisition, reactivation, and retention are strategically aligned, timely, and insight-driven.
• Partner with cross-functional teams to brief and shape messaging, using audience insights and brand storytelling to deliver personalized, high-impact communications.

• Oversee the day-to-day operations of the loyalty programme, fostering community through tailored communications and elevated experiences.
• Create a roadmap for lifecycle communications across email and SMS.

The accomplished individual will possess...

• At least 5 years of relevant experience in CRM and customer analytics in FMCG, Beauty or Retail industries, with proven exposure to acquisition campaign analytics, A/B testing, and performance tracking
• Superior proficiency in Excel & comfortable in using data visualization tools such as Tableau
• Detail-oriented and meticulous. Comfortable with data crunching and reporting
• A driven self-starter who is proactive to problem-solve or initiate improvements
• Organized and highly collaborative within departments
• A team player attitude with a pleasant and mature personality
• Comfort in managing multiple projects and deadlines in a fast-paced environment

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 http://www.tapestry.com/