Coach
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Sr. Director, Owned Marketing
role at
Coach
Coach is a global fashion house founded in New York in 1941. We are part of the Tapestry portfolio, a global house of brands committed to innovation and inclusion.
Primary Purpose The Director of Owned Marketing is a key leadership role in the North America Marketing team responsible for developing and implementing strategies to enhance personalized customer journeys and optimize owned communication channels. This role oversees the strategy and execution for email marketing, SMS, and our customer loyalty program.
Responsibilities
Strategy Development: Develop and execute a comprehensive communication strategy that aligns with the brand’s goals and objectives. Leverage buying behavior, product knowledge and consumer insights to craft storytelling that drives brand love and repeat purchase behavior. Reimagine the role of acquisition for owned channels as a pipeline for new customers and loyalty.
Customer Segmentation: Utilize data-driven approaches to segment customers based on email propensity, demographics, site behavior, channel preferences, and other factors. Develop customer profiles and personas to guide personalized messaging.
Personalized Messaging: Create and oversee tailored content, including emails, SMS, and Insider marketing materials to deliver targeted messages with a consistent brand voice across channels.
Data Analysis: Leverage analytics to gather insights on customer behavior, engagement, and satisfaction. Monitor KPIs to evaluate personalization effectiveness and make data-driven recommendations.
Marketing Technology and Tools: Collaborate with the Martech COE to identify and implement tools and systems that support personalization and communications; stay updated on industry trends.
Integration into Media Strategy: Work with the media team to balance DG media and the owned channel role, optimizing the total consumer journey.
Loyalty: Reimagine the brand loyalty program and integrate it into everyday communications; innovate on perks, programming, and measurement through retention metrics.
Testing and Optimization: Conduct A/B testing and experiments to evaluate approaches across BAU and trigger-based campaigns; optimize strategies based on insights.
Vendor Relationships: Manage relationships across MarTech, CRM, and Creative Agency vendors; onboard new platforms and drive innovation for communications.
Team Leadership: Lead a team responsible for personalization and communications; provide mentorship and foster a culture of innovation and learning.
Competencies
Courage
Creativity
Customer Focus
Dealing with Ambiguity
Drive for Results
Interpersonal Savvy
Learning on the Fly
Our People Managers Competencies
Strategic Agility
Developing Direct Reports and Others
Building Effective Teams
Coach is an equal opportunity and affirmative action employer. Employment decisions are based on qualifications and relate to the requirements of the position without regard to age, sex, sexual orientation, gender identity, race, color, creed, religion, ethnicity, national origin, disability, marital status, or other legally protected characteristics.
Work Setup: Hybrid
Base pay range: $180,000 to $220,000 annually
Here are some of the benefits we offer: Medical, Dental, Vision, 401(k), paid leave, commuter benefits, disability insurance, and tuition assistance. Please refer to the full benefits list for details.
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Sr. Director, Owned Marketing
role at
Coach
Coach is a global fashion house founded in New York in 1941. We are part of the Tapestry portfolio, a global house of brands committed to innovation and inclusion.
Primary Purpose The Director of Owned Marketing is a key leadership role in the North America Marketing team responsible for developing and implementing strategies to enhance personalized customer journeys and optimize owned communication channels. This role oversees the strategy and execution for email marketing, SMS, and our customer loyalty program.
Responsibilities
Strategy Development: Develop and execute a comprehensive communication strategy that aligns with the brand’s goals and objectives. Leverage buying behavior, product knowledge and consumer insights to craft storytelling that drives brand love and repeat purchase behavior. Reimagine the role of acquisition for owned channels as a pipeline for new customers and loyalty.
Customer Segmentation: Utilize data-driven approaches to segment customers based on email propensity, demographics, site behavior, channel preferences, and other factors. Develop customer profiles and personas to guide personalized messaging.
Personalized Messaging: Create and oversee tailored content, including emails, SMS, and Insider marketing materials to deliver targeted messages with a consistent brand voice across channels.
Data Analysis: Leverage analytics to gather insights on customer behavior, engagement, and satisfaction. Monitor KPIs to evaluate personalization effectiveness and make data-driven recommendations.
Marketing Technology and Tools: Collaborate with the Martech COE to identify and implement tools and systems that support personalization and communications; stay updated on industry trends.
Integration into Media Strategy: Work with the media team to balance DG media and the owned channel role, optimizing the total consumer journey.
Loyalty: Reimagine the brand loyalty program and integrate it into everyday communications; innovate on perks, programming, and measurement through retention metrics.
Testing and Optimization: Conduct A/B testing and experiments to evaluate approaches across BAU and trigger-based campaigns; optimize strategies based on insights.
Vendor Relationships: Manage relationships across MarTech, CRM, and Creative Agency vendors; onboard new platforms and drive innovation for communications.
Team Leadership: Lead a team responsible for personalization and communications; provide mentorship and foster a culture of innovation and learning.
Competencies
Courage
Creativity
Customer Focus
Dealing with Ambiguity
Drive for Results
Interpersonal Savvy
Learning on the Fly
Our People Managers Competencies
Strategic Agility
Developing Direct Reports and Others
Building Effective Teams
Coach is an equal opportunity and affirmative action employer. Employment decisions are based on qualifications and relate to the requirements of the position without regard to age, sex, sexual orientation, gender identity, race, color, creed, religion, ethnicity, national origin, disability, marital status, or other legally protected characteristics.
Work Setup: Hybrid
Base pay range: $180,000 to $220,000 annually
Here are some of the benefits we offer: Medical, Dental, Vision, 401(k), paid leave, commuter benefits, disability insurance, and tuition assistance. Please refer to the full benefits list for details.
#J-18808-Ljbffr