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About the Role
We are seeking a strategic and execution-focused Assistant Manager to support the Manager, Brand marketing and Director, Brand marketing in implementing marketing strategies that enhance brand equity, visibility, and market positioning for Coach in Japan. This role is ideal for someone passionate about brand marketing and eager to translate strategic direction into impactful, on-the-ground execution. In addition, this role will collaborate closely with the global brand team as well as cross-functional partners in Japan to translate the strategy into cohesive execution across all consumer touchpoints.
Responsibilities
- Contribute to developing a strategy for Japan that aligns with global brand priorities and is tailored to Japan’s consumer and market landscape.
- Enable all functions to deliver plans with consistency under the strategy by providing brand guidance and monitoring execution.
- Support developing campaign strategy and communication for Japan, understanding the global concept and leading cross-function to implement the plan in line with the strategy.
- Lead the development of relevant local creatives for social platforms and eCOM, guiding the agency to build emotional connection and drive conversion by understanding audience insights and winning creative frameworks for each media platform.
- Manage and optimize owned social platforms using global and local assets for greater reach and engagement for the Japanese audience.
- Work closely with global marketing to develop Japan's strategy and gain alignment with the global team, supported by the Brand Director / Sr. manager.
- Brief other marketing functions to develop orchestration plans based on campaign KPIs, consolidate plans, and discuss with functions to revise plans to achieve campaign targets under guidance from the Brand Director/ Sr. manager.
- Support cross-functional teams to ensure high-quality execution across all initiatives.
- Closely monitor campaign performance with Marketing Analytics and the Media team, proposing in-campaign optimizations, especially from a branding & communication perspective.
- Manage owning budget within the frame.
Requirements
- 3+ years of experience in local marketing, Japan market.
- Proven experience in local marketing in international companies.
- Experience in developing local communication and social creatives.
- FMCG background preferred.
- Knowledge of basic media planning and influencer activity.
- Experience of owned social management preferred (not mandatory).
- Strategic and consumer-centric mindset.
- Fact-based decision making with purpose, but flexible.
- Solid leadership skills: strong ownership & action-oriented.
- Team player who fosters partnerships within and outside the marketing department.
- Experienced in a multinational, fast-paced, matrix organization with diverse background counterparts.
- Growth mindset, self-starter, and proactive.
Skills
- Brand Marketing
- Marketing Strategy
- Brand Guideline Implementation
- Campaign Strategy
- Communication Strategy
- Local Creative Development
- Social Media Management
- E-commerce
- Marketing Analytics
- Budget Management
- Media Planning
- Influencer Marketing
Location
- Japan
Work Type
- Full-time
Experience Level
- Assistant Manager
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.
Equal Opportunity
- 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.