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. We have unwavering optimism and are committed to being innovative and wholly inclusive. Visit Our People page to learn more about Tapestry's commitment to equity, inclusion, and diversity.
Director of Personalization and Communication
The Director of Personalization and Communication is a key leadership role in the North America Marketing team responsible for developing and implementing strategies to enhance personalized customer journeys and optimize owned communication channels. This role will oversee the strategy and execution for email marketing, SMS and our customer loyalty program, Coach Insider.
Key Responsibilities:
Strategy Development: Develop and execute a comprehensive communication strategy that aligns with the brands goals and objectives. Leverage buying behavior, product knowledge and consumer insight to craft story telling driving brand love and repeat purchase behavior.
Customer Segmentation: Utilize data-driven approaches to segment customers based on email propensity model, demographics, site behavior, channel preferences, and other relevant factors. Develop customer profiles and personas to guide personalized messaging and communication strategies.
Personalized Messaging: Create and oversee the development of tailored content, including emails, SMS, and Insider marketing materials to deliver targeted messages that resonate with specific customer segments. Ensure consistent brand messaging and voice across all communication channels.
Data Analysis: Leverage data analytics tools and techniques to gather insights on customer behavior, engagement, and satisfaction. Monitor key performance indicators (KPIs) to evaluate the effectiveness of personalization and communication efforts and make data-driven recommendations for improvement.
Marketing Technology and Tools: Collaborate with the Martech COE team to identify and implement the necessary tools, platforms, and systems to support personalization and communication initiatives. Stay updated on industry trends and advancements in personalization technology.
Coach Insider: Seamlessly integrate our Coach Insider program through our everyday communication. Provide best in class loyalty program by innovating on perks and programming for our best customers. Measure impact of our programming through retention metrics.
Testing and Optimization: Conduct A/B testing and other experiments to evaluate the performance of different personalization and communication approaches across BAU and trigger based marketing campaigns . Continuously optimize strategies based on insights and feedback to drive improved customer engagement and satisfaction.
Vendor Relationships: Manage and maintain positive but effective relationships across MarTech, CRM and Creative Agency vendors.
Team Leadership: Manage a team of professionals responsible for executing personalization and communication initiatives. Provide guidance, mentorship, and performance feedback to team members. Foster a culture of innovation, collaboration, and continuous learning.
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 or [email protected] #LI-RE1 #LI-HYBRID
Visit Coach at www.coach.com.
Work Setup
BASE PAY RANGE $130,000.00 TO $150,000.00 Annually
Click Here - U.S Corporate Compensation & Benefit
Top Skills
What the Team is Saying
What We Do
A tapestry is made of many threads woven into one story. So are we.
Our global house of brands unites the magic of Coach, Kate Spade New York and Stuart Weitzman. By intertwining different people and ideas, we push ourselves in our work, pull out the unexpected in what we create, and expand the bounds of possibility.
Our brands were created by dreamers who were determined to turn ideas into icons and, with passion, made it happen. We’ve grown by finding people similarly dedicated to the dream all over the world. We hold ourselves to high standards in every material, process, and person that plays a part in our work, and we embrace difference by design because diverse perspectives are at the heart of creativity. We find brilliance in the intersections—of beauty and function, of heritage and innovation, of accessibility and aspiration—which is how we break through with magic and logic in our culture and our craft.
The result is that we stand taller together. Tapestry elevates the best in our people and brands. We use our collective strengths to move our customers and empower our communities, to make the fashion industry sustainable, and to build a house that’s equitable, inclusive, and diverse. Individually, our brands are iconic. Together, we can stretch what’s possible.
Why Work With Us
We believe that difference sparks brilliance, so we welcome people and ideas from everywhere to join us in stretching what’s possible. At Tapestry, being true to yourself is core to who we are. When each of us brings our individuality to our collective ambition, our creativity is unleashed.
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Hybrid Workspace
Employees engage in a combination of remote and on-site work.
