Primary Purpose:

The Senior Manager, Brand Marketing, SEA & CI is responsible for leading the strategic direction and execution of digital and brand marketing initiatives across the SEA & CI market for Coach. In this role, you will drive integrated marketing strategies that enhance brand equity, customer engagement, and commercial performance. You will drive brand growth and supercharge Gen Z acquisition through a focus on high impact paid media and digital marketing initiatives, while providing leadership to a high performing team across brand building and culture-first regional and global initiatives.

This role requires strong cross-functional collaboration, leadership of internal and external teams, and a data-driven approach to marketing innovation and operational excellence.

An outstanding professional will have...

Develop and execute the annual Marketing Activation Plan (MAP), ensuring balanced investment across digital, media, PR, CRM, and brand channels, owning end to end campaign orchestration.
Owning media performance across reach, frequency, efficiency, and effectiveness, with particular focus on Gen Z audiences.

Providing senior oversight of media planning, activation, optimization, and agency delivery.

Ensuring paid media is fully integrated at the service of driving and amplifying brand, culture, partnerships, and retail moments with sufficiency.
Translate global priorities into clear regional marketing plans, KPIs, and delivery focus.
Balance long-term brand building with short-term commercial and market needs.
Support the Senior Director and Consumer Insights on points of market entry and brand acceleration initiatives with strong media and brand execution.
Assess and evolve the structure and capabilities of the internal marketing, digital and CRM teams.
Lead agency reviews, define scopes of work, and manage tender processes to ensure best-in-class partnerships.
Foster a high-performance culture across internal and external teams, aligned with business goals.
Own regional KPI frameworks across paid media, brand awareness, Gen Z acquisition, and market entry
Clearly articulate performance, learnings, and ROI to senior stakeholders
Be the go-to owner and translator of our MMM and MTA frameworks for our core markets
Use marketing and media-centric insights to drive ongoing optimization and decision-making
Evaluate and enhance the technical architecture supporting digital marketing and CRM operations.
Identify and manage vendor relationships to support scalable, secure, and cost-effective solutions.
Ensure compliance with Tapestry's global data governance and security standards.
Ensure integration of platforms meets internal compliance standards.
Maintain accuracy and reliability across all retail and marketing reporting systems.
7+ years experience in marketing ideally with a background within fashion/retail or culturally driven CPG brands
Strong background in paid media and digital brand marketing(with fluency in performance marketing tools and metrics), with proven delivery against both upper and lower funnel goals
Experience operating within globally led brand strategies and regional execution models
Demonstrated success in managing and delivering against omnichannel-led marketing budgets and navigating network AOR agencies and complex stakeholder environments
Strong understanding of Gen Z audiences, cultural marketing, and digital platforms
Delivery focused, commercially minded, and comfortable operating in fast-paced environments
Clear written and verbal communication skills
Comfortable in presenting and communicating to upper management
Self-starter and able to work independently and as a team player
BA/BS university degree or its equivalent in marketing, business, finance.

Senior Brand Marketing Manager, Coach SEA & CI