Director, Global Influencer and Creator 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.

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Title: Director, Global Influencer & Creator Marketing

 

Primary Purpose: The Director, Global Influencer & Creator Marketing is a key leader on the Global Marketing team responsible for developing and driving execution of Coach global influencer and creator marketing strategies that support the overall brand vision and business objectives. This leader will build and nurture a growing constellation of brand ambassadors and drive impactful initiatives that drive brand love and cultural relevance and build Gen Z community, engagement and purchase intent. This person will partner closely with NA and International Business Unit teams to develop influencer and creator marketing strategies tailored to specific market and audience needs by region—and will drive execution in NA across all channels.

 

This role reports to the SVP, Global Marketing, Creative & Sustainability and will collaborate closely with cross-functional partners across Marketing, PR & Celebrity Relations, Social, Creative, Special Events, Visual Merchandising, Design, Legal, Merchandising, and Business Unit teams. This leader will develop and mentor a team and will also manage a network of external agency partners.

 

The successful individual will leverage their proficiency to...

• Develop and drive global influencer and creator marketing strategies that support brand initiatives with a focus on brand building, storytelling, cultural relevance and new Gen Z/ younger Millennial consumer engagement
• Partner with VIP/Celebrity team to develop and implement a global and locally relevant talent constellation strategy inclusive of celebrity, ambassadors, influencers and creators to increase visibility, desirability and positive momentum for the brand
• Identify and develop relationships with key influencers (new and existing) to build brand relevance through both organic gifting and paid partnerships
• Own global influencer guidance, providing direction to regional BU teams on influencer identification and initiatives to drive engagement, earned media and cultural relevance
• Lead North America influencer strategy and execution, creating programs that build brand heat and value generation for NA business and developing/nurturing relationships with our growing Coach Collective of influencers
• Collaborate with cross-functional teams to develop briefs for content creation from concept to execution, managing talent-led campaigns and retail and outlet influencer activations
• Identify innovative new influencer and creator partnerships and initiatives that support and amplify broader marketing campaigns as well as experiential activations (e.g., pop up events)
• Oversee global measurement and reporting; drive, track and report on keys KPIs, including reach, engagement and conversions by campaign, aligned to broader campaign and business goals
• Negotiate and manage brand ambassador contracts and/or advise agency partners on management.
• Responsible for influencer/creator gifting & seeding strategies and logistics
• Manage influencer and creator marketing budgets.
• Lead, coach and develop internal team
• Be at the forefront of understanding marketing, culture and social media trends and serve as an expert in the space

 

The accomplished individual will possess...

• Bachelor’s Degree preferred
• 10+ years of relevant experience in developing and delivering global influencer marketing strategies in a dynamic, fast-paced environment
• Proven track record of managing successful digital campaigns across social platforms (Instagram, TikTok, YouTube, Twitter)
• Passionate and adept at building communities with the ability to market at the speed of culture
• Sharp business acumen, strategic thinking, and analytical skills; proven ability to drive both brand and commercial outcomes and deliver on program KPIs and ROI goals
• Strong relationship skills, adept at negotiation, deal-making and closing deals
• Demonstrated ability to leverage real-time customer insight and analysis to drive customer-centric outcomes/innova