Sr. Manager, Marketing Analytics

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. Visit Our People page to learn more about Tapestry's commitment to equity, inclusion, and diversity.

 

The Coach Brand Analytics team is responsible for providing insights, measurement frameworks, and self-serve tools to enable the Coach Brand team to deliver its ambitious growth strategy.

 

As part of the Brand Analytics team, the Sr. Manager, Marketing Analytics, will lead the measurement of marketing activities on brand, consumer, and revenue outcomes.

 

Key Responsibilities:

 

• Lead the global adoption of Coach’s Marketing Mix (MMM) and Multi Touch Attribution (MTA) Models to measure and optimize the effectiveness of marketing investments.
• Interpret and analyze the results from MTA and MMM to quantify the impact of marketing activities on business KPIs and drive actionable insights for marketing strategy and tactics.
• Collaborate with Finance and Marketing teams to align MMM insights to budgeting and planning processes
• Develop and implement a globally standardized campaign performance measurement framework, defining key success criteria and supporting in-campaign optimization strategies.
• Design, implement, and analyze brand and campaign lift studies to measure the effectiveness of marketing campaigns on brand objectives. Interpret study results, identify trends, and generate actionable insights to optimize campaigns in-flight and inform future marketing strategies, media planning, and creative optimizations.  
• Lead creative pre-testing, working closely with cross-functional teams design and implement creative pre-testing studies. Interpret results of studies and provide actionable feedback to improve the effectiveness of campaign creative.
• Develop and implement testing framework and playbook across regions to continually improve marketing performance.
• Partner with Tapestry Data Analytics team to develop and maintain dashboards and reporting frameworks to monitor KPIs. Work with regional marketing teams to ensure appropriate tagging is in place to enable reporting.
• Stay up to date with industry trends and best practices to evolve Coach’s marketing analytics capabilities.

Qualifications:

 

• 7+ years of experience in marketing analytics, preferably at an agency or platform
• Expertise in leveraging MMM to inform marketing and budgeting decisions
• Experience with brand and campaign lift studies that measure brand outcomes
• Proficiency in A/B testing
• Strong knowledge of data visualization tools (e.g., Tableau)
• Advanced Excel modeling and SQL skills
• Strong analytical and problem-solving skills, with the ability to translate data into actionable insights and business recommendations
• Excellent communication and storytelling skills, with the ability to present complex data clearly and effectively to non-technical stakeholders
• Highly organized, self-motivated, and able to thrive in a fast-paced dynamic 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 i