Senior Manager, Brand Media

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 Brand Media Manager, Demand Generation is accountable for owning and leading end‑to‑end brand media strategy across EMEAI, driving long‑term brand growth and sustained mental availability for the Coach brand.

Operating with senior‑level autonomy, this role leads regional media planning, manages significant seasonal and annual media investments, and serves as the primary strategic point of contact for the media agency and key platform partners. The role shapes how the Coach brand shows up across paid media, partnerships, and customer touchpoints, ensuring global best practice, premium brand standards, and brand equity are consistently upheld.

The successful individual will leverage their proficiency in Brand Marketing across the following:

Regional Brand Media Strategy Ownership

• Own and lead EMEAI brand media strategy, spanning annual planning, long‑range vision, and seasonal execution
• Define channel architecture, audience strategy, and investment approach to build sustained mental availability and brand salience
• Lead long‑term planning across key Spring and Fall moments, ensuring continuity, effectiveness, and strategic intent
• Translate global brand frameworks into regionally relevant, culturally impactful media strategies
• Represent EMEAI brand media in forums, contributing to upstream planning and decision‑making

Investment & Budget Accountability

• Own double-digit regional brand media budgets, with accountability for allocation, pacing, optimisation, and effectiveness
• Make strategic investment decisions aligned to business priorities, brand strategy, and regional nuance
• Ensure robust governance across financial tracking, partner accountability, and ROI assessment

Senior Agency & Partner Leadership

• Act as the senior regional point of contact for the EMEAI media agency, holding partners accountable for strategic quality, innovation, and delivery
• Lead relationships with key media and technology partners, including Google and priority media owners
• Influence partner roadmaps and unlock incremental value, innovation, and improved measurement

Performance, Insight & Continuous Evolution

• Define success frameworks for brand media, ensuring clarity on effectiveness and long‑term brand impact
• Translate complex performance data and learning into clear insights and strategic recommendations for senior stakeholders
• Drive continuous improvement through structured test‑and‑learn agendas and optimisation of regional ways of working

People Leadership & Development

• Lead and mentor the Media Assistant Manager, providing clear direction, coaching, and support to ensure strong regional campaign delivery
• Develop the Assistant Manager’s strategic capability across planning, optimisation, and insight generation, building confidence and autonomy at the next level
• Create a high‑performing, collaborative team dynamic, empowering the Assistant Manager to contribute ideas, recommendations, and ownership across brand media initiatives

Leadership Beyond Core Scope

• Acts as a vital consultant on high‑impact special projects beyond BAU, stepping in as a senior support and project lead to unblock complexity, drive cross‑functional initiatives, and deliver incremental value during moments of change, transition, or strategic importance
• Set standards and frameworks that improve efficiency, collaboration, and effectiveness across teams and partners
• Act as a senior cultural carrier for brand media excellence across EMEAI

The accomplished individual will possess:

• 5+ years experience in brand media, integrated media strategy, or regional marketing leadership, ideally within fashion, luxury, or retail
• Strong knowledge of digital platform’ capabilities (Google, Meta, Tiktok etc)
• Proven ability to own regional or multi‑market media strategy and investment
• Demonstrated experience leading senior agency and platform relationships
• Strong understanding of brand building, mental availability, and full‑funnel effectiveness
• Strategic, commercially minded leader comfortable operating in a matrixed, global organisation

Please be advised that we are unable to provide visa sponsorship for this position. As such, you will only be considered if you already possess the right to work in the UK.

What Tapestry can offer you:

• Hybrid working (3 days working from the office, 2 days remote)
• Option to finish early on a Friday (Flex Fridays)
• 1 Paid Volunteering Day per year and opportunities to volunteer with global projects
• Learning & Development opportunities
• Internal mobility & career progression
• Regular Social Events - Seasonal & Cultural
• Equity Inclusion & Diversity initiatives which include employee resource groups & regional inclusion council

Other benefits include:

• 25 days holiday in addition to bank holidays
• Annual Incentive Plan (company performance bonus)
• Multi brand discount up to 50% off – Coach and Kate Spade
• Private Healthcare with health assessment (Bupa)
• Bupa rewards - Financial wellbeing support and wellness discounts
• Private Dental Cover
• Free 24/7 support for family building, fertility and menopause with Maven
• Eyecare vouchers
• Employee Assistance Program
• Employer Pension Contribution
• Gym discount
• Interest free season ticket loan
• Cycle to work scheme

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 their 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 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.

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