Coach
New York, NY, US
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 have unwavering optimism and are committed to being innovative and wholly inclusive. Visit Our People page to learn more about Tapestry's commitment to equity, inclusion, and diversity.
Director of Personalization and CommunicationThe 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 brand's goals and objectives. Leverage buying behavior, product knowledge, and consumer insight to craft storytelling 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 the 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
- Courage: Doesn't hold back anything that needs to be said; provides current, direct, complete, and “actionable” positive and corrective feedback to others; lets people know where they stand; faces up to people problems on any person or situation (not including direct reports) quickly and directly; is not afraid to take negative action when necessary.
- Creativity: Comes up with a lot of new and unique ideas; easily makes connections among previously unrelated notions; tends to be seen as original and value-added in brainstorming settings.
- Customer Focus: Is dedicated to meeting the expectations and requirements of internal and external customers; gets first-hand customer information and uses it for improvements in products and services; acts with customers in mind; establishes and maintains effective relationships with customers and gains their trust and respect.
- Dealing with Ambiguity: Can effectively cope with change; can shift gears comfortably; can decide and act without having the total picture; isn't upset when things are up in the
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