Manager, SEO & SEM

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.

 

Primary Purpose:

The Manager of SEM & SEO will play a critical role in the evolution of media at Coach. This position is responsible for managing demand capture media efforts and will play a critical role in re-defining performance acceleration for the brand.  We are looking for an individual with a passion for growth. The right candidate will be capable of dealing with ambiguity and rapidly changing priorities, with a strong desire to deliver business results.

The successful individual will leverage their proficiency to...

 

• Oversee the following paid marketing channels: Paid Search and Search Engine Optimization
• Be a hands-on owner of these channels who deep dives on performance in partnership with Tapestry COE (Center of Excellence) channel leads with an eye on omni brand goals and strategy
• Develop & Execute media plans for demand capture initiatives including both ongoing and seasonal campaigns in partnership with an external agency & Tapestry COE  
• Oversee & Execute strategic testing roadmap for SEM & SEO
• Develop best in class acquisition strategies, tactics and reporting for the brand
• Serve as a main point of contact for as it relates to performance of your channels and its impact on revenue and key kpis of the business

• Manage tactical elements of programs, including designing tests, sharing key marketing and promotional messages with agencies,

 

You will be responsible for…

 

Planning and Budgeting

• Responsible for adherence to budget & invoicing for demand capture initiative
• Support on 360 marketing activations with a demand capture objective

 

Performance and Optimizations

• Analyze data and reporting to provide insights and action on recommendations to drive optimization of SEM and SEO
• Adopt a test & learn approach, identifying testing opportunities with an eye for growth & KPI improvement
• Optimize campaigns based on key strategic goals, leveraging insights to drive results
• Partner with both ecommerce and store cross-functional partners to determine best customer communication strategy
• Perform keyword research in coordination with Coach North America objectives to optimize existing content and uncover new opportunities
• Partner with site teams to Craft, launch, and fine-tune campaigns and landing pages for maximum visibility, conversion and acquisition

 

Evolve Capabilities

• Support on development of continuous improvement roadmaps  
• Work with marketing analytics, coe analytics and agency to evolve reporting & insights
• Support in launching new paid marketing channels to drive overall sales growth
• Stay up-to-date on industry trends, best practice, social and digital offerings and opportunities to advise on innovative, performance acceleration and first to market opportunities

 

The successful individual will possess...

 

Qualifications

• Obsessed with growth while not being afraid to get your hands dirty
• Persistent and have bias-to-action with a track record of performance
• Comfortable leading through ambiguity and digging into the details to solve
• A great communicator and truly are a team player
• Strong analytical skills; able to make data-driven decisions, including being able to triangulate across different datasets and varying degrees of data completeness to develop models and inform strategies
• A bachelor’s degree with a strong academic record and/or proven relevant experience in a performance marketing or highly commercial role
• 3-7+ years of experience directly managing Marketing campaigns at mulit-million dollar annual budget client or agency side preferred 
• Experience leading direct reports and internal & external partners
• Previous experience with MMM, MTA, or other advanced marketing measurement methodologies
• Solid understanding of testing approaches including A/B tests as well as incrementality tests