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Digital Marketing Manager

Minato, Japan
Closing date
19 Dec 2023

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Job Details

We believe that difference sparks brilliance, so we welcome people and ideas from everywhere to join us in stretching what's possible.

At Tapestry, being true to yourself is core to who we are. When each of us brings our individuality to our collective ambition, our creativity is unleashed. This global house of brands - Coach, Kate Spade New York, Stuart Weitzman - was built by unconventional entrepreneurs and unexpected solutions, so when we say we believe in dreams, we mean we believe in making them happen. We're always on a journey to becoming our best, but you can count on this: Here, your voice is valued, your ambitions are supported, and your work is recognized.

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:

As Digital Marketing Manager, you will be responsible for empowering brand-side marketing teams with innovative and locally relevant solutions, campaigns and insights. You will collaborate with the Japan brand teams, global Tapestry teams, 3rd party vendors and our local advertising agency, to introduce a disciplined and aggressive approach to digital marketing. You will enable and leverage best-in-class tools like CDP, Marketing Automation, and social network platforms to effectively reach our target customers.

This role reports into the Head of Digital for Tapestry Japan and you will be joining a recently formed, highly capable digital team. Your local colleagues will include experts in Digital Product, UX, Voice of Customer, and CRM, with close collaboration with global digital teams.

Key Responsibilities:
  • Provide best-in-class counsel, planning and enablement to business teams for digital and social marketing platforms, including campaign channel strategy, channel functionalities, audiences, and user journeys.
  • Partner with global and brand teams on the development and optimization of guidelines for market-specific channels.
  • Train and guide stakeholders through a common process for the successful adoption of digital marketing tools across business units and cross-functional teams.
  • Lead the local rollout of new technologies and platforms related to digital and social channels.
  • Work with agency, internal and platform teams to manage, troubleshoot and optimize marketing integrations (ex. marketing feeds and tags, SEO).
  • Organize and drive maximum value from 3rd party marketing vendor relationships.

KPI/Measure of success
  • Improved marketing performance (ex. conversion rate, customer acquisition costs)
  • Increased efficiency
  • Enhanced collaborations
  • Better data management
  • Improved customer satisfaction led by a consistent and coordinated approach to marketing

Skills and Qualifications:
  • Digital Brand marketing experience essential
  • Business-level spoken and written Japanese and English
  • Working knowledge of omni-channel campaigns and performance metrics
  • Ability to build and generate reports Google Analytics and experience in website management: Affiliate, SEO, SEM, conversion optimization
  • Experience in e-mail marketing and marketing automation tools, especially Salesforce Marketing Cloud
  • Experience in organizing A/B testing and evaluation
  • Experience in leading the execution of B2C digital marketing campaigns, preferably in fashion retail or similar industry, with a broad understanding of the digital marketing landscape, especially tools and platforms
  • Strong analytical skills and experience in data-driven decision-making
  • Strong communication and collaboration skills, with the ability to create alignment between global and local stakeholders

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 his/her 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, Inc. 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.

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 Tapestry, Inc. at

Click Here - U.S Corporate Compensation & Benefit


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