Sr. Director - Global Brand Partnerships, Advocacy & Social Media

New York, New York, United States
19 Aug 2022
13 Sep 2022
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.

Title: Senior Director, Global Brand Partnerships, Advocacy & Social Media

Primary Purpose: The Senior Director, Global Brand Partnerships, Advocacy & Social Media will drive an innovative, unified, creative, culturally relevant and strategic approach to building brand value for Coach. This role will lead our Brand Advocacy and Social Media strategies as well as outside-in amplification tactics via 3rd party media partners and celebrity relations, supporting the brand vision and business objectives. This person will build a consumer-centric full funnel approach, connecting these key pillars of the customer journey to drive value creation (both sales value and brand equity measures), with a focus on building our Gen-Z audience while maintaining the existing customer base. This key leader must have their finger on the pulse of the consumer market landscape across industries, bringing best-in-class thought leadership and innovation to the team.

This role reports to theSVP, Global & NA Marketing and Sustainabilitywith functional accountability to the Global Head of Public Relations , and will work closely with leadership teams across the Marketing organization to provide expert ideation and council on strategy and tactics to maximize visibility of Global initiatives. This person will partner closely with leaders across Marketing, Creative Studio, Digital, Customer Experience, Regional PR/Communications teams, Investor Relations and Corporate Communications as well as a network of external agency partners in a leadership capacity to develop, implement and monitor all initiatives. This person will develop and mentor a team.

Key KPIs for Performance Measure ­:
  • ROI: direct measure of sales value generation via advocacy (Celebrity & Influencer) and Brand Partnerships (paid or organic pull media)
  • Earned Media Value via 3rd party outside-in activity
  • Organic Search Uplift
  • Brand Equity Measures:
    • Brand Lift studies, where appropriate
    • Positive Brand Momentum as measured by Brand Tracker
    • Unaided Brand Awareness as measured by Brand Tracker

The successful individual will leverage their experience in celebrity relations, new media and brand communications to...

Brand Advocacy :
  • Develop and implement a global Celebrity and VIP constellation strategy to increase visibility, desirability and exposure for the brand, ultimately driving positive brand momentum.
  • Build and maintain professional relationships, representing Coach externally, with A-list celebrities, talent agencies, stylists, and costume designers and constantly scout and advise on new opportunities.
  • Own global influencer guidance, providing direction to regional BU teams on influencer initiatives to drive engagement, earned media and cultural relevance, inclusive of influencer identification, experiences, product seeding and execution.
  • Leadership of North America influencer strategy and execution, creating programs that build brand heat, momentum and value generation for NA business (ROI).
  • Partner with regional leads to identify and curate high impact global constellation of influencers, relevant to local and global markets, to participate in brand initiatives & events such as NYFW
  • Ensure Global talent strategies are built in alignment with BU growth and investment priorities.
  • Negotiate and manage all contracts and agreements and/or advise agency partners on management and implementing best practices.
  • Ensure departmental budget details are up-to-date, management of Celebrity, influencer and Brand Partnership budgets.
  • Stay informed on all industry news, events, key influencers, recommended vendors for reporting and other analytical needs (i.e., Tribe, Traacker, etc.), understanding of Coach competitors across all channels and categories; serve as an expert in the space.
  • Identify key event opportunities for celebrity dressing.

Brand Partnerships :
  • Continuously identify new programs and initiatives to drive the brand vision via organic and paid activations, supporting seasonal campaigns, always-on brand messages and influencer activities. Measure ROI, EMV and across initiatives to gauge success and inform future initiatives.
  • Work closely with the VP Global Brand Marketing, VP Global PR, cross-functional Marketing partners and BU leads to drive a market-relevant strategic approach to pull media amplification initiatives including new media and brand partnership opportunities.
  • Ideate new press opportunities targeting broad consumer audiences, beyond traditional fashion industry media. Define where and how we should show up in new media outlets, from podcasts to social media accounts.
  • Define and drive innovative global media partnerships, collaborative projects and cultural brand opportunities
  • Develop a deeper symbiosis and alignment across Creative/Marketing/PR, defining the stories worth amplifying, scaling and strengthening mutual cross-functional objectives and benefits
  • Manage the Senior Manager Content Engagement & Creator Programming to drive engagement of innovative and unique media/talent partnerships aligned to communications strategy
  • Drive product placement into television and film.

Social Media :
  • Serve as the connective tissue between Social, Brand Partnerships and Advocacy teams to align approach, measures and deliver KPIs that build brand value
  • Innovate social strategies that support brand initiatives with focus on brand-building, storytelling, consumer engagement
  • Partner closely with Brand Marketing, Merchandising, Creative Studio, Talent and PR teams to align priorities and serve as a true brand steward, ensuring consistent effective content activation, with innovative and integrated campaign launches across key social channels delivering on objectives
  • Investigate social technologies & emerging platforms and trends to uncover opportunities for ongoing growth and innovation

The accomplished individual will possess...
  • 10+ years of experience in Public Relations, Bookings, Talent Agency/Representative Experience; Retail experience a plus
  • Strong fashion sense and awareness of popular culture
  • Strong media, stylist and celebrity-related contacts
  • Highly developed leadership and communication skills; can galvanize groups to execute against a vision
  • Tactical strategic thinker who can balance intuitive and analytical
  • Resourceful self-starter who is highly motivated, energetic, and accord-building, as well as able to motivate others by his/her example
  • Strong business acumen
  • Proven people leader who can engage and develop talent
  • Articulate, with exceptional oral and written communication skills
  • Proven track record of celebrity dressing and securing media placements
  • Excellent relationship building and influencing skills. Builds strong formal and informal networks needed to achieve business goals. Ability to collaborate with cross-functional partners and teams

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 moraleand 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

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