Manager, Brand Analytics

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.

Purpose of the Role

At Coach, we are dedicated in building deeper and long-lasting emotional connections with our consumers. In order to adapt to the fast-evolving market dynamics and maximize the effectiveness and efficiency of our consumer connection strategy, we are introducing a newly developed role as Manager, Brand Analytics that in line with GC Marketing transition plan. This role is pivotal to connect end to end marketing functions from SEE-THINK-DO-CARE framework, you will be able to engage deeply in GC business planning, and to participate and impact important business decisions and long-range plans.

Key Responsibilities

• Brand KPI setting and tracking, including but not limited to AOP & LRP goal of Unaided Brand Awareness, Consideration and Purchase Intention.
• Work with Global Consumer Insights team and provide in-market support to implement evolved brand tracking framework to align brand KPIs with overall marketing AOP strategy
• Oversee the measurement, optimization and reporting of Marketing effectiveness and efficiency. Able to define, generate and keep tracking DG (Demand Generation) & DC (Demand Capture) media KPIs
• Data innovation and media prevision: Close partner with media team to track and analyze journey of 1st party data in 3rd party platforms (Red, TikTok, Tmall, JD…), can propose related innovation use cases
• Test and refine audience segmentation strategies using 1st /3rd party data
• As GC owner of MMM/ MTA tool, can use model outputs to measure the effectiveness of each marketing channel and as of go-to person for how to optimize marketing investments
• Serve as the bridge between local and global marketing teams for Marketing Strategy and consumer insights projects
• Work with digital and data team on the visualization of data and reporting in CDP (Media, Operational, Customer dashboards)
• Monitor industry trends, competitor campaigns and consumer behavior shift to understand marketing and competitive trends

Qualifications

• Experience in Market Research, media planning/execution or marketing analytics (agency or in-house) is preferred
• Strong knowledge in market research and media planning practices, familiar with major research tools and methodology
• Able to translate learnings and insights into business reviews, plans or proposals, can support the presentation in front of leadership
• Strong Communication skills, comfort to work with and present to senior leaders
• Growth mindset with strong passion and self-driven by focusing on meaningful outcomes
• Solid communication and interpersonal skills, with the ability to collaborate effectively across departments

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.

Coach 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. Visit Coach at www.coach.com.

General Description of All Benefits: Our company offers a number of benefits to eligible employees, including health benefits (medical, dental, vision), life insurance and disability insurance. Eligible employees are also able to enroll in our company’s 401(k) savings plan and take paid time off for wellness needs and vacations. For additional information about our benefits Click Here - U.S Store Compensation & Benefits
General Description of Other Compensation: Eligible employees will be able to receive discounts on certain products and incentive compensation.