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Manager, SEO & SEM

New York, New York, United States
Closing date
23 May 2024

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Job Details

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 Manager of SEM & SEO will play a critical role in the evolution of media at Coach. This position is responsible for managing Search demand capture media efforts and will play a critical role in re-defining performance acceleration for the brand. We are looking for an individual with a passion for growth. The right candidate will be capable of dealing with ambiguity and rapidly changing priorities, with a strong desire to deliver business results.

The successful individual will leverage their proficiency to...
  • Oversee the following marketing channels: Paid Search (SEM) and Search Engine Optimization (SEO)
  • Be a hands-on owner of these channels who works in partnership with Tapestry COE (Center of Excellence) and agency partners with an eye on omni brand goals.
  • Develop & Execute media plans and strategy for performance initiatives including both ongoing and seasonal campaigns in partnership with an external agency & Tapestry COE
  • Serve as a main internal and external point of contact for as it relates to performance of your channels cross channel and business impact.
  • Maintain a daily pulse on primary KPIs including ROAS, Conversion Rate (CVR), Demand, Traffic, and more.
  • Partner with internal and external parties to create a holistic performance marketing strategy in which Search works in tandem with other channels to drive business growth.
  • Manage tactical elements of Search programs, including test design, creative and content implementation, and platform objectives.

You will be responsible for...

Planning and Budgeting
  • Responsible for adherence to budget & invoicing for Search SEM & SEO initiatives
  • Support on 360 marketing activations with Search components

Performance and Optimizations
  • Analyze data and reporting to provide insights and action on recommendations to drive optimization of SEM and SEO
  • Adopt a test & learn approach, identifying testing opportunities with an eye for growth & KPI improvement
  • Optimize campaigns based on key strategic goals, leveraging insights to drive results
  • Partner with both ecommerce and store cross-functional partners to determine best customer communication strategy
  • Perform keyword research in coordination with Coach North America objectives to optimize existing content and uncover new opportunities
  • Partner with site teams to Craft, launch, and fine-tune campaigns and landing pages for maximum visibility, conversion and acquisition

Evolve Capabilities
  • Support on development of continuous improvement roadmaps
  • Work with marketing analytics, COE analytics and agency to evolve reporting & insights
  • Support in launching new paid marketing channels to drive overall sales growth
  • Stay up-to-date on industry trends, best practice, social and digital offerings and opportunities to advise on innovative, performance acceleration and first to market opportunities

The successful individual will possess...

  • Obsessed with growth while not being afraid to get your hands dirty
  • Persistent and have bias-to-action with a track record of performance
  • Comfortable leading through ambiguity and digging into the details to solve
  • A great communicator and team player
  • Strong analytical skills; able to make data-driven decisions, including being able to triangulate across different datasets and varying degrees of data completeness to develop models and inform strategies
  • A bachelor's degree with a strong academic record and/or proven relevant experience in a performance marketing or highly commercial role
  • 4-7years of experience directly managing Marketing campaigns at multi-million dollar annual budget client or agency side preferred
  • Experience leading direct reports or internal & external partners
  • Previous experience with MMM, MTA, or other advanced marketing measurement methodologies
  • Solid understanding of testing approaches including A/B tests as well as incrementality tests
  • Substantial experience working with performance marketing metrics (ROAS, CPA, CVR, CPC & LTV)
  • Outstanding attention to detail, superior communication, and follow-up skills
  • Highly organized with strong time management skills
  • Experience within retail and/or ecomm a plus

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. #LI-JL3. #LI-Hybrid.

Americans with Disabilities Act (ADA)

Tapestry, Inc. will provide applicants and employees with reasonable accommodation for disabilities or religious beliefs. If you require reasonable accommodation to complete the application process, please contact Tapestry People Services at 1-855-566-9264 or

Visit Coach at

BASE PAY RANGE $76,000.00 TO $100,000.00
Click Here - U.S Corporate Compensation & Benefit

Work Structure: Hybrid


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Learn more about this company

Visit this company’s hub to learn about their values, culture, and latest jobs.

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