Director, Creative Design & Experience

Tapestry (Coach/Kate Spade); New York (NY); Hybrid; USD 180,000 - 260,000; Full time

Job summary

Coach is seeking a Creative Design & Experience Director to shape global digital experiences, translating market needs into reusable design requirements and guiding external agencies to deliver on-brand ecommerce experiences.

You will own creative standards, partner with Product/UX to convert concepts into scalable solutions, and develop reusable templates and patterns for global markets while ensuring localization and brand integrity.

Qualifications

• 10+ years in digital creative direction, with premium consumer/ecommerce experience.
• Strong portfolio showing brand-led digital experiences and storytelling.
• Experience owning design standards or design systems in a global org.
• Clear understanding of brand design, UX, product design, and technology intersections.
• Experience directing agencies and multidisciplinary design teams.

Responsibilities

• Define brand-led design direction for digital experiences.
• Lead external creative and design agencies, aligning with global standards.
• Own the global eCommerce design system and visual expression.
• Translate brand strategy and market needs into clear design concepts.
• Co-design localization frameworks while preserving global brand integrity.

Skills

Digital creative direction

Brand design

Ecommerce design

UX collaboration

Agency management

Leadership

Tools

Figma

Adobe Creative Suite

Design systems

CMS

Job description

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

Creative Design & Experience Director

Primary Purpose

Develop global digital experience capabilities by translating shared market needs and product priorities into reusable experience requirements, leading agency in site creative design, and enabling compelling, locally relevant ecommerce experiences across markets.

KEY RESPONSIBILITIES

• Initiate brand-led design direction for digital experiences, establishing the principles and standards that define how the brand should show up digitally.
• Lead external creative and design agency partners, setting strategic direction, reviewing work, and ensuring design output reflects Coach brand identity and global digital-experience standards.
• Own the creative-design standards and brand layer of the global eCommerce design system, ensuring consistent visual expression while supporting flexibility for market needs.
• Lead the initial creative and experience-design scope for new global site experiences, translating brand strategy, storytelling requirements and market needs into clear creative concepts and design direction.
• Partner closely with Digital Product/UX to transition approved creative concepts into final UX and scalable product solutions, with Product/UX retaining responsibility for functional design, technical requirements and implementation.
• Establish reusable creative templates, visual systems and interaction concepts that can be adopted across markets and reduce unnecessary duplication.
• Identify shared market experience needs and determine where they can be addressed through existing design-system patterns, enhancements or new creative-design concepts.
• Define the creative requirements for new CMS components and interactions based on agency-led design work, partnering with Digital Product to determine feasibility, scalable behavior and development approach.
• Co-design localization frameworks that preserve the integrity of global brand expression while accommodating market-specific content, language and commercial needs.
• Champion consumer-centered creative design by incorporating relevant research, behavioral insights, usability findings and Local BU feedback into global design direction.
• Set standards for digital craft, visual hierarchy, responsiveness, accessibility considerations and brand consistency across global experiences.
• Establish effective global creative-review and design-governance processes that maintain quality without creating unnecessary bottlenecks for Local BUs.
• Lead and develop the Creative Design & Experience team and external agency ecosystem, building strong design capabilities and clear partnership models.
• Represent the creative digital-experience perspective in enterprise roadmap discussions, advocating for capabilities that unlock stronger storytelling and brand expression at scale.

RECOMMENDED EXPERIENCE

• 10+ years in digital creative direction, experience design, eCommerce design, brand design or related fields, with significant leadership experience.
• Strong portfolio demonstrating premium consumer and eCommerce digital experiences.
• Experience owning design standards or design systems within a complex global organization.
• Strong understanding of the distinctions and intersections between brand design, UX, product design and technology.
• Experience directing agencies and multidisciplinary design teams.
• Proven ability to establish creative vision while successfully partnering with Product, UX and Engineering.
• Experience working across global/local organizations and designing systems that balance consistency with local flexibility.
• Exceptional creative judgment and executive communication skills.

#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

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