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.
Job Title: Manager, Store Marketing – North America Marketing, Consumer Experience
Overview
The Manager, NA Store Marketing, plays a key role in creating immersive, Gen Z–driven experiences that strengthen brand engagement and loyalty. The position oversees store marketing & events with the North America Retail and Outlet stores, ensuring alignment with brand standards and delivering innovative activations.
You’ll collaborate cross-functionally with internal and external partners, lead and manage multiple projects end-to-end, be responsible for budget tracking and forecasting, event reporting, and ensuring every touchpoint feels on-brand, thoughtful, and memorable.
The position reports to the Senior Manager of Store Manager within the North America Marketing team and works cross-functionally within the North America Marketing team, North America Buying, Global PR/VIP, Global Events, Production, Creative, 3D Design, amongst other stakeholders, as well as external partners such as agencies, vendors and talent.
Roles/Responsibilities
Store Event Execution
Analyze Gen Z consumer behavior and emerging cultural trends to create and implement targeted initiatives that drive store traffic, strengthen brand relevance, and grow Gen Z customer acquisition.
Collaborate with Global to ensure seasonal campaigns are executed across retail and outlet stores using the toolkit.
Monitor day-to-day planning and logistics for events, from concept through execution and post-event recap.
Partner with clientele and store ops to ensure event is supported cross functionally.
Project & Vendor Management
Own relationships and communications with external vendors and partners.
Monitor timelines, budgets, run-of-show documents, and production schedules (internal and external).
Coordinate with external vendors, agencies, venues, and production partners to deliver high-quality experiences.
Lead contract management, invoicing, and budget tracking.
Cross-Functional Collaboration
Partner closely and develop relationships with Global Marketing, Talent, PR, Social, Retail, Visual Merchandising, and Creative teams to ensure integrated execution.
Support alignment between experiential initiatives and broader brand campaigns.
Measurement & Reporting
Review post-event reporting, including recaps, performance metrics, learnings, and recommendations.
Evaluate experiential ROI and identify opportunities for optimization.
Determine next steps for programs/initiatives based on key learnings.
Visual Elements
Work closely with VM to ensure seasonal and evergreen elements for stores are supported such as signage/clings, LED screens and barricades.
Support with artist integration when necessary.
Store Relations
Work closely with Store Operations to ensure communication tools are updated regularly.
Lead relationships and communications with store teams.
Mall Marketing + New Store Opening
Stay connected with key external partners to ensure we are maximizing free opportunities within new markets as well as existing.
Partner with internal teams to review traffic metrics and connect with key mall marketing partners to see if we can support with paid placements if needed.
Organize marketing ahead of new store openings such as geo-target email communications, grand opening events, signage and artist intergration.
Qualifications
5-8 years of experience in brand experiential,…