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Director, North America Marketing
Coach
New York, NY, United States
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Coach was founded in 1941 as a family-run workshop, and today is a leading New York design house of modern luxury accessories and lifestyle collections. We attribute the prominence of the Coach brand to the unique combination of our original American attitude and design, our heritage of fine leather goods and custom fabrics, our superior product quality, and our commitment to the customer experience.
At Coach, we bring together strong, collaborative people in a culture of mutual respect, support, accountability, and passion for the brand and product. Our goal is to offer an inspirational and modern workplace that allows for exceptional talent to thrive.
Primary Purpose:
The Director of Marketing for the Americas is responsible for developing and executing regional marketing for three channels of business (Retail, Wholesale and Outlet) that will drive awareness in a meaningful and locally relevant way to recruit new customers, reactivate existing customers, and transform brand perception.
This Director will be responsible for providing brand leadership and strategy within multiple channels of the business. The primary areas of responsibility include managing: co-op marketing activities through wholesale retail partners, Advertising (print and digital), Sales Promotions & Communications, CRM & Direct Marketing, E-Marketing and In-Store Events. The position will optimize marketing budget spend to drive sales and market share within the Retail, Wholesale and Outlet channels.
The successful individual will leverage their proficiency in fashion marketing to...
• Identify and execute marketing initiatives and programs that meet brand, channel, category and launch specific objectives to maximize sales opportunities, drive traffic and conversion in partnership with Retail, Wholesale and Outlet leadership as well as PR, Customer Experience and CRM teams
• Partner with field in the development of an annual store marketing calendar and ensure aligned and on-brand execution of marketing initiatives to support brand transformation and capitalize on The Americas’ Marketing initiatives and product launches
• Identify local relevant advertising opportunities and Mall initiatives, including tourist initiatives when relevant
• Create in-store venues and local ambassadors programs to attract new clients, engage existing clients and deliver brand enhancing touch points to increase brand fashion relevance and emotional connection with the customer
• Align event strategy to business and marketing initiatives as well as opportunities to build brand loyalty and drive incremental sales through VIP programs, new customer welcoming program and guest engagement in partnership with CRM and Customer Experience team
• Develop competitive intelligence around local marketing initiatives and in-store events and build recommendations for new mechanics that align with brand positioning
• Develop guidelines and toolkits to foster on-brand local team implementation and production with store team or local agencies
• Develop and maintain strong local contacts
• Create budgets and KPIs, recap results to drive increased efficiency and best practices
• Travel requirement. Up to 25% based on business needs.
The accomplished individual will possess...
• Bachelor’s Degree with minimum 10 years of Marketing, Retail Marketing and Trade Marketing with focus on luxury fashion
• High sense of retail and wholesale
• Highly engaged in the fashion world; continually up on news and happenings in the industry to drive ideas for Coach
• Demonstrated experience working with cross functional partners internally and externally
• Proven experience in developing comprehensive strategy and executing in timely and cost efficient manner
• Highly organized with the ability to juggle multiple priorities and work in a fast paced environment
• Strong leadership skills and a high degree of initiative
• Excellent written and verbal communication skills
• Proven commitment to build and foster relationships
Coach is an equal opportunity and affirmative action employer and we pride ourselves on hiring and developing the best people. All employment decisions (including recruitment, hiring, promotion, compensation, transfer, training, discipline and termination) are based on the applicant’s or employee’s qualifications as they relate to the requirements of the position under consideration. These decisions are made without regard to age, sex, sexual orientation, gender identity, genetic characteristics, race, color, creed, religion, ethnicity, national origin, alienage, citizenship, disability, marital status, military status, pregnancy, or any other legally-recognized protected basis prohibited by applicable law.