Assistant Manager, Brand Marketing

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.

Job Summary

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.

Key Responsibilities

• Marketing Strategy Deployment: Contribute to develop a strategy for Japan that aligns with global brand priorities and is tailored to Japan’s consumer and market landscape.
• Seamless Implementation of Brand Guideline: By providing brand guidance and monitoring execution, it enables all functions to deliver the plans with consistency under the strategy. 
• Campaign and Communication Strategy: Support developing campaign strategy and communication for Japan understanding the global concept and lead cross function to implement the plan in line with the strategy.
• Local Creative Development: Lead to develop relevant local creatives for social platforms and eCOM leading the agency to build emotional connection and drive conversion understanding audience insights and winning creative frame for each media platform.
• Manage Owned social: Lead to manage and optimize owned social platform using the global and local assets for bigger reach and engagement for Japanese audience.
• Global & Regional Marketing Liaison: Closely work with global marketing to develop Japan's strategy and get aligned with global team, supported by the Brand Director / Sr. manager.
• Campaign Orchestration: Brief other marketing functions to develop orchestration plans based on campaign KPIs, consolidate the plans, and discuss with functions to revise the plan to achieve campaign targets under guidance from the Brand Director/ Sr. manager. Support cross functional team to ensure high-quality execution across all initiatives.
• Campaign Performance Tracking: Closely monitor campaign performance with Marketing Analytics. Media team and propose in-campaign optimizations especially from branding & communication perspective.
• Budget management: Manage owning budget in frame.

Qualifications:

• Experience: 3+ years of experience in local marketing, Japan market. 
• Proven experience in local marketing in international companies
• Experience of developing local communication and social creatives
• FMCG background preferred.
• Knowledge of basic media planning, influencer activity
• Experience of owned social management preferred. (not mandatory)
• Strategic and consumer-centric mindset.
• Fact based decision making owning purpose, but flexible
• Solid leadership skills: strong ownership & action oriented
• Team player who fosters partnerships within and outside the marketing department.
• Language: Native Japanese & Business level English 
• Experienced in multinational fast paced matrix organization with diverse background counterparts.
• Growth mindset, self starter and proactive

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 air; doesn’t have to finish things before moving on; can comfortably handle risk and uncertainty.
Drive for Results: Can be counted on to exceed goals successfully; is constantly and consistently one of the top performers; very bottom-line oriented; steadfastly pushes self and others for results.
Interpersonal Savvy: Relates well to all kinds of people, up, down, and sideways, inside and outside the organization; builds appropriate rapport; builds constructive and effective relationships; uses diplomacy and tact; can diffuse even high-tension situations comfortably.
Learning on the Fly: Learns quickly when facing new problems; a relentless and versatile learner; open to change; analyzes both successes and failures for clues to improvement; experiments and will try anything to find solutions; enjoys the challenge of unfamiliar tasks; quickly grasps the essence and the underlying structure of anything.
 
Our Competencies for All People Managers
Strategic Agility: Sees ahead clearly; can anticipate future consequences and trends accurately; has broad knowledge and perspective; is future oriented; can articulately paint credible pictures and visions of possibilities and likelihoods; can create competitive and breakthrough strategies and plans.
Developing Direct Reports and Others: Provides challenging and stretching tasks and assignments; holds frequent development discussions; is aware of each person's career goals; constructs compelling development plans and executes them; pushes people to accept developmental moves; will take on those who need help and further development; cooperates with the developmental system in the organization; is a people builder.
Building Effective Teams: Blends people into teams when needed; creates strong morale and spirit in their team; shares wins and successes; fosters open dialogue; lets people finish and be responsible for their work; defines success in terms of the whole team; creates a feeling of belonging in the team.    

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 Tapestry, Inc.