Director, Marketing

Tokyo, Japan
16 Aug 2022
01 Oct 2022
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Position Title: Director, Marketing

Reports to: VP, Marketing

Location: Tokyo

Primary purpose

The Director of Marketing Japan is a leadership role in Marketing & Ecommerce organization of Coach Japan

He/ She will help create and execute Coach Japan brand and retail strategic marketing initiatives in support of the global marketing strategy and with a key focus on consumers. He/ She must put strong focus on preparing the organization for the future from a marketing perspective, helping build a consumer-centric, omni marketing team. They will build innovative marketing and consumer strategies that elevate brand positioning, communications strategies, and personalization in retail channel, ultimately driving customer acquisition, retention and engagement.

The Director of Marketing, Japan will report into the Vice President of Marketing & Ecommerce and working closely with Head of Departments and colleagues in cross functions, primarily Retail Field, E-commerce, BIMA , Visual Merchandizing and other support functions

He/she will lead a team comprised of individuals who will manage retail marketing, digital & media planning (advertising), PR and brand event including popups.

Key Responsibilities:

  • Lead and oversee the development and implementation of the integrated marketing plan for Japan while adhering to global guidelines and maintaining brand consistency and standards.
  • Serve as the brand steward in Japan and be responsible for all integrated marketing and communication activities across all customer experience touchpoints including; retail marketing, advertising, promotional activities, events, digital, social media, public relations and philanthropy.
  • Take an innovative, consumer needs-based approach to drive initiatives focused on brand and product campaigns, across all touch points, and specific to each channel- retail and ecommerce
  • Lead cross functionally to ensure integrated sales & marketing execution
  • Work cross-functionally to develop relationships locally and with corporate global team.
  • Proactively identify relevant opportunities in line with global strategy and brand values, including brand partnerships, influencers, sponsorships, media placements, etc.
  • Select, appoint and manage outside agencies including digital, media, PR, events and other as needed. Track the key performance indicators of regionalized product marketing initiatives and campaigns to be able to provide insights to corporate headquarters.
  • Manage day-to-day budget with finance team. Seek cost and operational efficiency in region (local printing, vendors, etc. as appropriate).
  • Maintain a thorough ongoing knowledge of the clientele and competitive environment.
  • Determine how to systematically and proactively attract new customers as the business evolves


  • Bachelor's degree in Business, Marketing or Retail. MBA Preferred.
  • 15+ years of experience in marketing roles, preferably in retail ,fashion, beauty and FMCG
  • Brand Building Experience and Mindset
  • Experience with the range of marketing/media vehicles, including digital and social media, event marketing, and CRM programs including direct mail and email
  • Ability to outline a strategic plan, prioritize and make recommendations.
  • Ability to lead a group of peers (and persuade superiors) to drive recommendations into implementation plans.
  • Strong Self Starter and champion for change management
  • Inherent team spirit and collaborative team player who enjoys working in a cross- functional team environment.
  • Exposure to a global brand and matrixed environment
  • Ability to combine quantitative analysis with creative and nuanced marketing strategies.
  • Comfortable working in a fast-paced and dynamic work environment which demands quick thinking and strong attention to detail.
  • Highly organized, yet creative thinker, with a positive and solutionoriented approach.
  • Experience in budget preparation and analysis.
  • Excellent written, verbal and presentation skills both in Japanese and English.
  • Strong knowledge of Microsoft PowerPoint and Excel.

  • Character and Personal Attributes:
    • Adept at building and nurturing relationships at multiple levels across the organization
    • Proactive in identifying and chasing growth opportunities
    • Trend focused and culturally curious
    • Comfortable with ambiguity
    • Action oriented, scrappy self-starter with an obsessive attention to detail
    • Believes in risk-taking and testing ideas, iterating & learning - both from successes and failures
    • Takes ownership and drives accountability across the organization
    • Passionate about customer experience

    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 theirteam; 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