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Manager, Social

Shanghai, China
Closing date
12 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.

1. Social Campaigns

Drive holistic annual social planning of Coach for both newness and seasonal campaigns.

Support sophisticated social and digital strategy to drive the brand engagements with young and new customers.

Develop clear seasonal and mega event marketing actions for viral social campaigns via collaborating with third-party media platforms especially Red and Tiktok to drive measurable brand awareness uplifting.

Lead social initiatives which includes content planning & developments, execution, optimization, reporting, etc...

2. Digital Innovation & New Social Collaboration

Build and own the strategy for the consumer journey across all social touchpoints focusing on customer recruitment, engagement and retention. Interpreted consumer and industry trends and insights into clear communication strategies and plan across different social platforms.

Generate innovative ideas and breakthrough social initiatives from concept to implementation especially for new China emerging social platforms.

Sophisticated consumer insights and strategic thinking towards new social platforms such as Tiktok ,Red, Bilibili, etc...

Work closely with Global social, PR, Brand Marketing, Retail Marketing, and Retail activities to maximize the impact of campaigns.

3. KOL & Influencer Management

Develop yearly influencer strategy to support the marketing objectives and initiatives.

Explore new and suitable influencers for Coach to maximize the brand desirability. Expand Coach's social exposure via build up organic social community. Maximize the efficiency for social commerce.

4. Social Listening

Work closely with agency to monitor the latest industry trends and brand social buzz, identifying the market landscape, latest innovative which can be applied to brand social approach.

The accomplished individual will possess...
  • 6 - 8 years of working experience in Digital Marketing, Social Media area
  • Demonstrated experience in either Digital/Social/Brand Marketing agency or In-house Digital Marketing Department, prior experiences in luxury fashion brand is a plus
  • Creative thinking, strong interest in high-tech & new trends
  • Deep insights on China's digital & social landscape and customers behaviors
  • Open-minded with strong ability to form and lead cross-functional working partners.
  • Positive, motivated and a good team player
  • Strong communication skills in Mandarin and English
  • Enjoys working in an open, agile and fast-paced environment.

  • 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


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