Sr. Manager, Global Brand Marketing

Tapestry (Coach/Kate Spade); New York (NY); On-site; USD 120,000 - 165,000; Full time

Job summary

Coach, a global fashion house based in New York, seeks a Senior Manager, Global Brand Marketing to shape and bring to life Coach's global campaigns and platforms, strengthening cultural relevance and emotional connections with consumers.

The role blends strategic thinking, creative judgment, and leadership to translate consumer insights into compelling brand strategies, integrating campaigns across channels and partnerships to extend the brand's cultural footprint.

Qualifications

• Role requires a balance of strategic thinking, creative judgment, and strong executional leadership.

Responsibilities

• Support the development of global brand campaigns and platforms from strategy through launch.
• Identify emerging consumer behaviors and cultural shifts to inform campaign opportunities.
• Collaborate with Creative teams and external agencies to develop campaign narratives and breakthroughs.

Job description

Job Title: Senior Manager, Global Brand Marketing

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.

Primary Purpose:

The Senior Manager, Global Brand Marketing will play a key role in shaping and bringing to life Coach's global brand campaigns and platforms, helping strengthen the brand's cultural relevance, deepen emotional connections with consumers, and drive long-term brand equity.

Working at the intersection of brand strategy, consumer insight, creative development, and cultural intelligence, this individual will help translate emerging consumer behaviors and cultural shifts into compelling brand strategies, breakthrough creative ideas, and integrated campaigns that resonate with the next generation of consumers.

This role requires a balance of strategic thinking, creative judgment, and strong executional leadership. The Senior Manager will contribute to the development of global campaign narratives, editorial marketing priorities, and connected campaign ecosystems, ensuring ideas extend beyond traditional advertising to create meaningful cultural impact.

The successful individual will leverage their proficiency in Global Brand Marketing to...

• - Support the development and evolution of Coach's global brand strategies and platforms, ensuring they reinforce the brand's positioning, cultural relevance, and connection with the next generation of consumers.
• - Identify emerging consumer behaviors, cultural shifts, and market trends, translating insights into actionable strategic recommendations and creative opportunities.
• - Bring fresh perspectives and innovative thinking to help strengthen Coach's role in culture and differentiate the brand within the luxury category.
• - Partner with Consumer Insights and regional teams to identify relevant consumer truths and opportunities that inform global campaign development.
• - Manage the development of global brand campaigns, from strategic briefing and concept development through creative execution and launch.
• - Partner closely with Creative teams and external agencies to develop compelling campaign narratives and breakthrough creative ideas.
• - Demonstrate strong creative judgment and a clear point of view, providing thoughtful, constructive feedback that strengthens the quality, distinctiveness, and emotional resonance of the work.
• - Challenge conventional approaches and identify opportunities to create work that earns attention, inspires participation, and drives cultural conversation.
• - Help develop integrated campaign ecosystems that extend beyond traditional advertising, identifying opportunities to bring brand ideas to life across multiple consumer touchpoints.
• - Research and recommend strategic brand partners, creators, organizations, talent, and cultural collaborators who can elevate campaign ideas and expand their cultural reach.
• - Collaborate with Media, Talent, PR, Influencer, Retail, Digital, and regional teams to develop connected activation strategies that maximize campaign impact.
• - Identify opportunities to extend campaign momentum beyond launch through content, partnerships, cultural moments, and consumer experiences.
• - Lead cross-functional campaign workstreams, driving alignment on strategic objectives, creative deliverables, timelines, and key milestones.
• - Partner closely with regional and local marketing teams to ensure global campaigns are brought to life with cultural relevance while maintaining a cohesive global brand narrative.
• - Monitor campaign performance and market feedback, identifying learnings and opportunities to optimize future creative and marketing initiatives.
• - Build strong relationships across Creative, Consumer Insights, Media, Talent, Product, Retail, and regional marketing teams to drive collaboration, alignment, and effective decision-making.
• - Serve as a proactive strategic partner, bringing forward thoughtful recommendations and identifying opportunities to strengthen campaign impact.
• - Synthesize complex information and cross-functional inputs into clear insights, actionable recommendations, and compelling presentations for senior leadership.
• - Demonstrate ownership and accountability across assigned initiatives, anticipating challenges, proactively solving problems, and driving workstreams forward with clarity and confidence.
• - Act as a steward of the Coach brand, ensuring all marketing initiatives reinforce its positioning, creative standards, and relevance wi