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About the Role

We are seeking a strategic and experienced Brand Marketing Manager who combines strong brand ownership with deep, hands-on media expertise. This role requires operational proficiency in media planning, buying, and optimization to effectively manage and challenge media agencies, ensuring flawless execution and continuous improvement. The ideal candidate will lead with a brand-first mindset, connecting media performance to brand health, business growth, and global strategy. This position plays a critical role in integrating media decisions with broader brand objectives while driving measurable outcomes across acquisition, awareness, and engagement.

Responsibilities

Develop and deploy brand strategy aligned with global priorities and tailored to Korean market, ensuring media investments strengthen brand equity and business impact.
Own Korea media strategy across full funnel, integrating media planning with brand objectives and global guidelines.
Demonstrate hands-on proficiency in media planning, buying, and optimization to effectively manage and challenge agency performance.
Plan and manage Korea media budget with accountability for both performance efficiency and brand-building effectiveness.
Drive executional excellence in demand capture media (SEM, SEO, retargeting) while maintaining alignment with brand positioning.
Brief and manage media agencies to deliver campaigns that reflect brand values and achieve strategic KPIs.
Collaborate with Brand Analytics to measure media effectiveness in relation to brand health, acquisition, and traffic goals.
Ensure integrated marketing plans across Media, PR, CRM, and activations reinforce brand storytelling and consumer engagement.
Monitor campaign performance and implement optimizations that balance short-term results with long-term brand growth.
Provide insights on how media performance connects to brand KPIs and influences overall business strategy.

Requirements

At least 7-8 years of prior experience in Marketing.
Proven experience as a brand builder with strong strategic thinking and ownership mindset.
Deep understanding of global and local brand marketing principles and ability to connect media performance to brand health and business outcomes.
Hands-on expertise in digital media planning, buying, and KPI analysis to manage and challenge agency execution.
Experience managing media agencies and integrating media strategy with brand objectives.
Excellent communication skills in English and Korean, with ability to influence stakeholders globally.
Strong analytical skills and ability to make data-driven decisions that balance performance and brand equity.
Experience in branding, campaign launch, and leadership roles within multinational environments.
Growth mindset, proactive approach, and ability to lead complex projects with cross-functional teams.

Skills

Media planning
Media buying
Media optimization
SEM
SEO
Retargeting
KPI analysis
Brand strategy
Brand building
Digital media
Marketing analytics
Cross-functional collaboration

Location

Seoul, Korea

Work Type

Full-time

Experience Level

Manager

Education Level

Bachelor's degree in Marketing, Business Administration, Communications or MBA is a plus.

About the Company

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.
Tapestry 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 the 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 www.coach.com.
Our Work Experience is the combination of everything that's unique about us: our culture, our core values, our company meetings, our commitment to sustainability, our recognition programs, but most importantly, it's our people.
Our employees are self-disciplined, hard working, curious, trustworthy, humble, and truthful.
They make choices according to what is best for the team, they live for opportunities to collaborate and make a difference, and they make us the #1 Top Workplace in the area.
At Tapestry, we bring together the iconic brands of Coach and Kate Spade New York—uniting bold ideas, diverse voices, and boundless creativity to stretch what’s possible.
Driven by dreamers and makers, we turn passion into progress.
By embracing differences and pushing boundaries, we create with purpose, uplift one another, and shape a more inclusive, sustainable future—together.
Our Brands Spark Personal and Emotional Connections
Our brands go beyond products—they inspire confidence, encourage self-expression, and build lasting emotional connections with consumers.
Through constant innovation and deep customer insight, we anticipate where shoppers are headed and adapt to meet them with personalized, seamless experiences.
Our digitally powered, unified shopping journey allows our brands to become part of people’s lives—meeting them when, where, and how they choose to shop.

Equal Opportunity

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.
Tapestry 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 the 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.