Senior Manager, Marketing, Stores

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.

Overview

The Senior Manager, NA Store Marketing will lead strategies to elevate the consumer experience across Coach North America’s retail, outlet, and wholesale channels. This role focuses on creating immersive, Gen Z–driven experiences that strengthen brand engagement and loyalty. The position oversees store marketing & events, wholesale partnerships, and partnership with the North America store fleet, ensuring alignment with brand standards and delivering innovative activations.

Core Responsibilities

• Develop and execute consumer experience initiatives across retail, outlet, and wholesale channels with a focus on engaging and acquiring Gen Z audiences.
• Drive in-store programs that differentiate Coach in-store and wholesale environments.
• Lead planning and execution of flagship events, Coach Play activations, and new store opening frameworks.
• Oversee coffee shop openings and other experiential concepts that enhance brand storytelling and community engagement.
• Partner with cross-functional teams to ensure seamless execution and alignment with marketing objectives.
• Serve as the primary liaison for wholesale partners, ensuring alignment on customer experience and event strategies.
• Manage co-op marketing programs and budgets to maximize ROI and brand visibility.
• Own and manage the North America co-op budget, ensuring accurate allocation, reporting, and optimization of spend.
• Support the North America store fleet by implementing programs that elevate in-store experiences and operational excellence.
• Collaborate with store leadership to deliver consistent brand standards and innovative consumer touchpoints.

 

Skills & Competencies

Strategic thinker with a passion for creating engaging, culturally relevant experiences.

Ability to influence and collaborate across multiple teams and external partners.

Analytical mindset to measure impact and optimize initiatives.

Proficiency in Microsoft Office Suite; experience with retail systems and event management tools a plus.

 

 

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 ideas; easily makes connections among previously unrelated notions; tends to be seen as original and value-added in brainstorming settings.
• Customer Focus: Is dedicated to meeting the expectations and requirements of internal and external customers; gets first-hand customer information and uses it for improvements in products and services; acts with customers in mind; establishes and maintains effective relationships with customers and gains their trust and respect.
• Dealing with Ambiguity: Can effectively cope with change; can shift gears comfortably; can decide and act without having the total picture; isn’t upset when things are up in the air; doesn’t have to finish things before moving on; can comfortably handle risk and uncertainty.
• Drive for Results: Can be counted on to exceed goals successfully; is constantly and consistently one of the top performers; very bottom-line oriented; steadfastly pushes self and others for results.
• Interpersonal Savvy: Relates well to all kinds of people, up, down, and sideways, inside and outside the organization; builds appropriate rapport; builds constructive and effective relationships; uses diplomacy and tact; can diffuse even high-tension situations comfortably.