Director, Personalization & Communication
Tapestry, Inc. | |
United States, New York, New York | |
516 West 34th Street (Show on map) | |
Nov 14, 2024 | |
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. We haveunwavering optimism and are committed to being innovative and wholly inclusive. VisitOur People page to learn more about Tapestry's commitment to equity, inclusion, and diversity. Director of Personalization and Communication The Director of Personalization and Communication is a key leadership role in the North America Marketing team responsible for developing and implementing strategies to enhance personalized customer journeys and optimize owned communication channels. This role will oversee the strategy and execution for email marketing, SMS and our customer loyalty program, Coach Insider. Key Responsibilities: Strategy Development: Develop and execute a comprehensive communication strategy that aligns with the brands goals and objectives. Leverage buying behavior, product knowledge and consumer insight to craft story telling driving brand love and repeat purchase behavior. Customer Segmentation: Utilize data-driven approaches to segment customers based on email propensity model, demographics, site behavior, channel preferences, and other relevant factors. Develop customer profiles and personas to guide personalized messaging and communication strategies. Personalized Messaging: Create and oversee the development of tailored content, including emails, SMS, and Insider marketing materials to deliver targeted messages that resonate with specific customer segments. Ensure consistent brand messaging and voice across all communication channels. Data Analysis: Leverage data analytics tools and techniques to gather insights on customer behavior, engagement, and satisfaction. Monitor key performance indicators (KPIs) to evaluate the effectiveness of personalization and communication efforts and make data-driven recommendations for improvement. Marketing Technology and Tools: Collaborate with the Martech COE team to identify and implement the necessary tools, platforms, and systems to support personalization and communication initiatives. Stay updated on industry trends and advancements in personalization technology. Coach Insider: Seamlessly integrate our Coach Insider program through our everyday communication. Provide best in class loyalty program by innovating on perks and programming for our best customers. Measure impact of our programming through retention metrics. Testing and Optimization: Conduct A/B testing and other experiments to evaluate the performance of different personalization and communication approaches across BAU and trigger based marketing campaigns . Continuously optimize strategies based on insights and feedback to drive improved customer engagement and satisfaction. Vendor Relationships: Manage and maintain positive but effective relationships across MarTech, CRM and Creative Agency vendors. Team Leadership: Manage a team of professionals responsible for executing personalization and communication initiatives. Provide guidance, mentorship, and performance feedback to team members. Foster a culture of innovation, collaboration, and continuous learning. Our Competencies for All Employees
Our Competencies for All People Managers
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. Americans with Disabilities Act (ADA) Tapestry, Inc. will provide applicants and employees with reasonable accommodation for disabilities or religious beliefs. If you require reasonable accommodation to complete the application process, please contact Tapestry People Services at 1-855-566-9264 or employeerelations@tapestry.com#LI-RE1 #LI-HYBRID Visit Coach at www.coach.com. Work Setup BASE PAY RANGE $130,000.00 TO $150,000.00 Annually |