Senior Brand Marketing Manager, Coach SEA & CI

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.