Sr. Director, Owned Marketing

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: The Director of Owned Marketing is a key leadership role in the North America Marketing team responsible for developing and implementing strategies to enhance personalized customer journeys and optimize owned communication channels. This role will oversee the strategy and execution for email marketing, SMS and our customer loyalty program.

 

The successful individual will leverage their proficiency in Owned Marketing to...

 

Strategy Development: Develop and execute a comprehensive communication strategy that aligns with the brands goals and objectives. Leverage buying behavior, product knowledge and consumer insight to craft story telling driving brand love and repeat purchase behavior. Reimagine role of acquisition for owned channels as a pipeline for new customers and loyalty.

 

Customer Segmentation: Utilize data-driven approaches to segment customers based on email propensity model, demographics, site behavior, channel preferences, and other relevant factors. Develop customer profiles and personas to guide personalized messaging and communication strategies.

 

Personalized Messaging: Create and oversee the development of tailored content, including emails, SMS, and Insider marketing materials to deliver targeted messages that resonate with specific customer segments. Ensure consistent brand messaging and voice across all communication channels.

 

Data Analysis: Leverage data analytics tools and techniques to gather insights on customer behavior, engagement, and satisfaction. Monitor key performance indicators (KPIs) to evaluate the effectiveness of personalization and communication efforts and make data-driven recommendations for improvement.

 

Marketing Technology and Tools: Collaborate with the Martech COE team to identify and implement the necessary tools, platforms, and systems to support personalization and communication initiatives. Stay updated on industry trends and advancements in personalization technology.

 

Integration into Media Strategy: Work closely with the media team to determine the balance between DG media and owned channel role. Understand the interplay between retention tactics and DC media tactics and optimize the total consumer journey.

 

Loyalty: Reimagine our brand loyalty program, working closely with community and marketing teams.  Once developed seamlessly integrate our loyalty program through our everyday communication, provide best in class loyalty program by innovating on perks and programming and measurement impact of our programming through retention metrics.

 

Testing and Optimization: Conduct A/B testing and other experiments to evaluate the performance of different personalization and communication approaches across BAU and trigger-based marketing campaigns . Continuously optimize strategies based on insights and feedback to drive improved customer engagement and satisfaction.

 

Vendor Relationships: Manage and maintain positive but effective relationships across MarTech, CRM and Creative Agency vendors. Onboard new platforms and develop innovation with tech products to ensure comms strategies can be achieved.

 

Team Leadership: Manage a team of professionals responsible for executing personalization and communication initiatives. Provide guidance, mentorship, and performance feedback to team members. Foster a culture of innovation, collaboration, and continuous learning.

 

 

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 dire