Sr. Manager, NA Influencer & Creator Marketing, Retail & Outlet

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.

Position Summary:

We are seeking a culturally connected and strategic Senior Manager to lead influencer and creator marketing across North America, with a focus on Fashion, Gaming, and Sports. This role will drive authentic storytelling and brand engagement through creator partnerships and North America community activations that resonate with diverse audiences. The ideal candidate is a trend-savvy marketer with deep roots in digital culture and a proven track record of building impactful influencer and creator programs.

This role will work cross functionally with various teams within North America Marketing as well Global Influencer, Global Social, Customer Experience and Buying, to ensure alignment across product and storytelling initiatives.

 

Key Responsibilities:

Influencer Strategy & Execution

• Lead the development and execution of influencer campaigns across Fashion, Gaming, and Sports verticals.
• Identify and cultivate relationships with creators, NIL athletes, and fashion tastemakers who authentically align with brand values and cultural moments.
• Collaborate with the Global Influencer team to align on talent targets, campaign pulses, and global-to-local storytelling.

• Lead our Store Associate Influencer Program, optimizing content for use across all marketing channels including organic social, email, paid media, and ecomm.

• Partner with the Experiential and Events team to integrate influencer strategy into key brand activations, product launches, and cultural moments.
• Oversee talent briefing, content development, contract negotiation, and performance tracking in partnership with Global Influencer team.
• Partner with cross-functional teams (PR, social, creative, legal, media) to ensure content ladders up to broader brand and product narratives.

Community Engagement

• Build and scale North America community programs that foster loyalty and advocacy across key subcultures and interest groups.
• Activate grassroots and digital community moments around product drops, new store openings, brand events, WNBA moments, and cultural events.
• Monitor sentiment and feedback to inform future engagement strategies and content development.

 

Cultural Relevance & Trendspotting

• Stay ahead of emerging trends, platforms, and voices in fashion, gaming, and sports culture.
• Serve as an internal expert on creator economy shifts and community dynamics within these verticals.
• Provide strategic insights and POVs to inform campaign planning and brand positioning.

Measurement & Optimization

• Track KPIs and campaign performance using influencer marketing platforms and social listening tools.
• Deliver post-campaign reports with actionable insights and recommendations.
• Continuously test and optimize influencer and community strategies for impact and efficiency.

 

Qualifications:

• Understanding of the social media ecosystem, gaming platforms (Sims, Bitmoji, N2K), and sports culture.
• Proven ability to lead cross-functional campaigns and manage multiple projects simultaneously.
• Strong communication, negotiation, and relationship-building skills.
• Experience with influencer platforms (e.g., TribeDynamics, CreatorIQ, Traackr, GRIN) and social analytics tools.
• Bachelor’s degree in Marketing, Communications, or related field

 

Preferred Skills: