Director, Marketing

Coach Operations Singapore; Singapore; On-site; SGD 85,000 - 120,000; Full time

Job summary

A global fashion brand in Singapore is seeking a Marketing Lead to develop and implement strategies tailored for the SEA market. The ideal candidate must have over 10 years of experience in branding and marketing, with proven expertise in building brand presence. You will work closely with cross-functional teams to ensure alignment with global marketing objectives. The role requires strong leadership, strategic thinking, and the ability to handle market analytics for optimal campaign performance.

Qualifications

• Bachelor in Business Admin, Marketing, or Communications; MBA is a plus.
• 10+ years of experience in branding, marketing, or related leadership roles.
• Proven experience in brand building.
• Ability to adapt to brand transformation.
• Strategic and consumer-centric mindset.
• Solid leadership skills.
• Knowledge of digital media planning & buying, retail marketing, and PR.
• Team player who fosters partnerships.
• Growth mindset, self-starter, and proactive.
• Deep understanding of brand management and consumer insights.

Responsibilities

• Support in developing brand vision and strategy for SEA.
• Manage channel and campaign allocation for marketing targets.
• Lead SEA marketing calendar planning within the See-Think-Do-Care framework.
• Act as primary contact for global marketing communications.
• Oversee campaign performance and brand health tracking.
• Brief creative team on content development needs.
• Ensure seamless implementation across marketing and eCommerce touchpoints.
• Manage holistic media strategy and planning.
• Collaborate effectively with media agency partners.

Job description

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. This global house of brands – Coach, Kate Spade New York, Stuart Weitzman – was unconventional entrepreneurs and unexpected solutions, so when we say we believe in dreams, we mean we believe in making them happen. We’re always on a journey to becoming our best, but you can count on this: Here, your voice is valued, your ambitions are supported, and your work is recognized.

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.

Key Responsibilities

• Marketing Strategy Deployment and Implementation: Support in developing a brand vision and strategy for SEA that aligns with global brand priorities and is tailored to the region’s consumer and market landscape. Manage LRP, AOP, and brand growth initiatives such as One Coach from a marketing perspective.
• MAP Allocation: Manage channel and campaign allocation to achieve marketing targets. Ensure marketing investments are data-informed and deliver measurable ROI across key channels
• Campaign Planning: Lead SEA marketing calendar planning within the See-Think-Do-Care framework. Identify growth opportunities and initiate action plans.
• Global Marketing Liaison: Act as the primary contact for global marketing and communicate Japan's strategy and needs to global teams.
• Campaign Orchestration: Brief other marketing functions to develop orchestration plans based on campaign KPIs, consolidate the plans, and discuss with functions to revise the plan to achieve campaign targets.
• Campaign Performance Tracking: Monitor brand health, campaign performance, and competitor activity to inform decision-making and optimize impact.
• Creative Briefing: Brief the creative team on content development needs. Provide objectives, strategy, media plan, insights, asset lists, and product priorities to guide creative and concept proposals.
• Seamless Implementation: Ensure seamless implementation across different marketing, PR, and eCommerce touchpoints. Partner with cross-functional leaders (Merchandising, Retail, Training etc) to ensure marketing supports both brand equity and commercial objectives.
• Marketing Analytics: Thorough understanding of consumer performance across the 5 P’s (especially drivers of Gen Z acquisition). Opportunity to share these insights across the organization to enable actions
• Media Planning and Buying: Manage the holistic media strategy and planning across demand generation and demand capture channels.
• Media Agency Collaboration: Work with global and local media agency partners to continuously improve media effectiveness and efficiency.
• Media KPI Tracking: Track media KPIs and optimize in‑flight.

Public Relations

Help develop and implement a Celebrity and VIP strategy to increase visibility and exposure for the brand.

• Create and manage professional relationships with celebrity and VIP agency partners.
• Support internal business unit marketing teams in identifying and obtaining talent relevant to market; develop tailored programs per market needs.
• Oversee and develop structure and protocol for seasonal gifting, pre‑orders, product seeding, VIP store visits and product pulls.
• Continuously identify new programs/initiatives to drive the brand vision. Measure ROI and impressions across initiatives in order to gauge success and inform future initiatives.

Qualifications

• Education: Bachelor n Business Admin, Marketing, Communications or MBA is a plus
• Experience: 10+ years of experience in branding, marketing or related leadership role
• Proven experience in brand building.
• Ability to adapt to brand transformation and drive necessary changes in marketing.
• Strategic and consumer‑centric mindset.
• Solid leadership skills.
• Knowledge of digital media planning & buying, retail marketing, and PR.
• Team player who fosters partnerships within and outside the marketing department.
• Growth mindset, self‑starter and proactive
• Deep understanding of brand management, consumer insights, and omnichannel marketing.
• Experienced in managing agencies and regional distributors

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 his/her 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.

Tapestry, Inc. 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. Visit Tapestry, Inc. at http://www.tapestry.com/