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About the Role

We are seeking a strategic and experienced Marketing Leader to support the General Manager of Coach Korea and VP, Head of Marketing, Coach APAC in developing a brand vision and strategy to enhance brand equity, visibility, and market positioning. This role requires a combination of creative vision, business acumen, and leadership skills to drive impactful marketing campaigns for Korea that attract new customers, engage existing customers, and drive revenue growth. This involves developing strong relationships and partnerships internally and externally and will need to foster close partnership with global marketing counterparts in New York. The ideal candidate excels in brand storytelling, data-driven decision-making, and cross-functional collaboration. They should have experience working in a global environment and a passion for growth to ensure the brand resonates with target audiences and stands out in a competitive market.

Responsibilities

Support Coach Korea GM and VP, Head of Marketing, Coach APAC in developing a brand vision and strategy for Korea.
Contribute to and manage annual, long-range plans and brand growth initiatives from a marketing perspective.
Strengthen brand awareness among KOL and digital media, and foster new exposures on emerging digital platforms.
Collaborate with Retail & e-Commerce on acquiring new customers, increasing loyalty, and implementing an omni-channel clienteling strategy.
Analyze and design customer journeys to increase customer numbers and loyalty.
Identify new business opportunities from market and customer insights and leverage them for successful commercial action.
Manage channel and campaign allocation to achieve marketing targets.
Lead Korea marketing calendar planning within the See-Think-Do-Care framework.
Identify growth opportunities and initiate action plans.
Act as the primary contact for global marketing and communicate Korea's strategy and needs to global teams.
Brief other marketing functions to develop orchestration plans based on campaign KPIs, consolidate plans, and discuss revisions to achieve campaign targets.
Closely monitor campaign performance with Marketing Analytics and propose in-campaign optimizations.
Overlook retail marketing with matrix reporting line from retail.
Brief the creative team on content development needs, providing objectives, strategy, media plan, insights, asset lists, and product priorities.
Ensure seamless implementation across retail marketing, PR, and eCommerce touchpoints.
Manage the holistic media strategy and planning across demand generation and demand capture channels.
Work with global and local media agency partners to continuously improve media effectiveness and efficiency.
Track media KPIs and optimize in-flight.
Recruit, develop, and retain staff (4 perm staff).
Create an excellent workplace culture that reflects Coach’s values.
Empower staff to take responsibility for their roles and goals.
Foster a spirit of teamwork to appreciate cohesiveness, supportiveness, and effectiveness.

Requirements

A bachelor’s degree with a minimum of 13 years’ Marketing and communications experience with fashion, cosmetics, FMCG, automotive, hotel, or similar industries.
Highly engaged in the consumer / retail industry (ideally fashion) and continually up-to-date with industry news and happenings.
Strong brand building skills – strategic thinking, audience insight & segmentation, storytelling & messaging, digital & social media expertise, brand experience & culture, measurement & adaptation.
Demonstrated experience collaborating with cross-functional partners internally and externally.
Proven experience in developing comprehensive strategy for global brands.
Ability to analyze data, find opportunities, and plan initiatives with strategic thinking and skill set.
Highly organized, with an ability to juggle multiple priorities and work in a multinational fast-paced matrix organization with diverse background counterparts.
Proven commitment to completing projects on time.
Strong leadership skills and a high degree of initiative.
Growth mindset, self-starter, and proactive.
Excellent written and verbal communication skills in both English and Korean.

Skills

Brand Storytelling
Data-Driven Decision-Making
Cross-Functional Collaboration
Strategic Thinking
Audience Insight & Segmentation
Digital & Social Media Expertise
Brand Experience & Culture
Measurement & Adaptation
Media Planning
Media Buying
Performance Marketing
Clienteling Strategy
Omni-channel Strategy

Location

Seoul

Work Type

Full-time

Experience Level

13+ years

Education Level

Bachelor's degree

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.
Tapestry brings 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 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.