The posting
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.
Job Title: Manager, Store Marketing – North America Marketing, Consumer Experience
Overview
The Manager, NA Store Marketing, plays a key role in creating immersive, Gen Z–driven experiences that strengthen brand engagement and loyalty. The position oversees store marketing & events with the North America Retail and Outlet stores, ensuring alignment with brand standards and delivering innovative activations.
You’ll collaborate cross-functionally with internal and external partners, lead and manage multiple projects end-to-end, be responsible for budget tracking and forecasting, event reporting, and ensuring every touchpoint feels on-brand, thoughtful, and memorable.
The position reports to the Senior Manager of Store Manager within the North America Marketing team and works cross-functionally within the North America Marketing team, North America Buying, Global PR/VIP, Global Events, Production, Creative, 3D Design, amongst other stakeholders, as well as external partners such as agencies, vendors and talent.
Roles/Responsibilities
Store Event Execution
- Analyze Gen Z consumer behavior and emerging cultural trends to create and implement targeted initiatives that drive store traffic, strengthen brand relevance, and grow Gen Z customer acquisition.
- Collaborate with Global to ensure seasonal campaigns are executed across retail and outlet stores using the toolkit.
- Monitor day-to-day planning and logistics for events, from concept through execution and post-event recap.
- Partner with clientele and store ops to ensure event is supported cross functionally.
Project & Vendor Management
- Own relationships and communications with external vendors and partners.
- Monitor timelines, budgets, run-of-show documents, and production schedules (internal and external).
- Coordinate with external vendors, agencies, venues, and production partners to deliver high-quality experiences.
- Lead contract management, invoicing, and budget tracking.
Cross-Functional Collaboration
- Partner closely and develop relationships with Global Marketing, Talent, PR, Social, Retail, Visual Merchandising, and Creative teams to ensure integrated execution.
- Support alignment between experiential initiatives and broader brand campaigns.
Measurement & Reporting
- Review post-event reporting, including recaps, performance metrics, learnings, and recommendations.
- Evaluate experiential ROI and identify opportunities for optimization.
- Determine next steps for programs/initiatives based on key learnings.
Visual Elements
- Work closely with VM to ensure seasonal and evergreen elements for stores are supported such as signage/clings, LED screens and barricades.
- Support with artist integration when necessary.
Store Relations
- Work closely with Store Operations to ensure communication tools are updated regularly.
- Lead relationships and communications with store teams.
Mall Marketing + New Store Opening
- Stay connected with key external partners to ensure we are maximizing free opportunities within new markets as well as existing.
- Partner with internal teams to review traffic metrics and connect with key mall marketing partners to see if we can support with paid placements if needed.
- Organize marketing ahead of new store openings such as geo-target email communications, grand opening events, signage and artist intergration.
Qualifications
- 5-8 years of experience in brand experiential, events, or integrated marketing (agency or in-house).
- Experience leading/spearheading programs, proving effective communication across channels/partners, efficiency in time management, and drive for results.
- Experience working with a large team, cross-functionally and collaboratively.
- Experience working with external partners in the form of a brand partnership or external agency.
- Strong project management skills with the ability to juggle and lead multiple initiatives at once.
- Experience managing live events, pop-ups, or brand activations from concept to execution.
- Detail-oriented, organized, and proactive with excellent follow-through.
- Strong communication and interpersonal skills; comfortable working cross-functionally.
- Strong presentation skills; comfortable building decks, presenting decks/ideas/concepts in a concise effective way, leading meetings with clear goals.
- Willingness to travel and work nights/weekends as needed for events.
Preferred Skills & Attributes
- Creative thinker with a solutions-oriented mindset.
- Ability to influence and collaborate across multiple teams and external partners.
- Comfortable in fast-moving, high-expectation, ambiguous environments.
- Motivated, proactive, autonomous.
- Proficiency in Microsoft Office Programs.
#LI-SG2; #LI-HYBRID
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. Learning on the Fly: Learns quickly when facing new problems; a relentless and versatile learner; open to change; analyzes both successes and failures for clues to improvement; experiments and will try anything to find solutions; enjoys the challenge of unfamiliar tasks; quickly grasps the essence and the underlying structure of anything.
Our Competencies for All People Managers Strategic Agility: Sees ahead clearly; can anticipate future consequences and trends accurately; has broad knowledge and perspective; is future oriented; can articulately paint credible pictures and visions of possibilities and likelihoods; can create competitive and breakthrough strategies and plans. Developing Direct Reports and Others: Provides challenging and stretching tasks and assignments; holds frequent development discussions; is aware of each person's career goals; constructs compelling development plans and executes them; pushes people to accept developmental moves; will take on those who need help and further development; cooperates with the developmental system in the organization; is a people builder. Building Effective Teams: Blends people into teams when needed; creates strong morale and spirit in their team; shares wins and successes; fosters open dialogue; lets people finish and be responsible for their work; defines success in terms of the whole team; creates a feeling of belonging in the team.
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.
Americans with Disabilities Act (ADA)
Tapestry, Inc. will provide applicants and employees with reasonable accommodation for disabilities or religious beliefs. If you require reasonable accommodation to complete the application process, please contact Tapestry People Services at 1-855-566-9264.
Visit Tapestry, Inc.
Base Pay Range
$90,000.00-$100,000.00
Here are some of the benefits that we offer: Medical insurance, Dental insurance, Vision insurance, 401 (K), Paid Paternity and Maternity leave, Commuter Benefits, Disability insurance and Tuition assistance. Please click here for a complete list of U.S Corporate Compensation & Benefits.
