Sr. Manager, NA Influencer & Creator Marketing, Retail & Outlet

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.
Position Summary:
We are seeking a culturally connected and strategic Senior Manager to lead influencer and creator marketing across North America, with a focus on Fashion, Gaming, and Sports. This role will drive authentic storytelling and brand engagement through creator partnerships and North America community activations that resonate with diverse audiences. The ideal candidate is a trend-savvy marketer with deep roots in digital culture and a proven track record of building impactful influencer and creator programs.
This role will work cross functionally with various teams within North America Marketing as well Global Influencer, Global Social, Customer Experience and Buying, to ensure alignment across product and storytelling initiatives.
Key Responsibilities:
Influencer Strategy & Execution

• Lead the development and execution of influencer campaigns across Fashion, Gaming, and Sports verticals.
• Identify and cultivate relationships with creators, NIL athletes, and fashion tastemakers who authentically align with brand values and cultural moments.
• Collaborate with the Global Influencer team to align on talent targets, campaign pulses, and global-to-local storytelling.

• Lead our Store Associate Influencer Program, optimizing content for use across all marketing channels including organic social, email, paid media, and ecomm.

• Partner with the Experiential and Events team to integrate influencer strategy into key brand activations, product launches, and cultural moments.
• Oversee talent briefing, content development, contract negotiation, and performance tracking in partnership with Global Influencer team.
• Partner with cross-functional teams (PR, social, creative, legal, media) to ensure content ladders up to broader brand and product narratives.

Community Engagement

• Build and scale North America community programs that foster loyalty and advocacy across key subcultures and interest groups.
• Activate grassroots and digital community moments around product drops, new store openings, brand events, WNBA moments, and cultural events.
• Monitor sentiment and feedback to inform future engagement strategies and content development.

Cultural Relevance & Trendspotting

• Stay ahead of emerging trends, platforms, and voices in fashion, gaming, and sports culture.
• Serve as an internal expert on creator economy shifts and community dynamics within these verticals.
• Provide strategic insights and POVs to inform campaign planning and brand positioning.

Measurement & Optimization

• Track KPIs and campaign performance using influencer marketing platforms and social listening tools.
• Deliver post-campaign reports with actionable insights and recommendations.
• Continuously test and optimize influencer and community strategies for impact and efficiency.

Qualifications:

• Understanding of the social media ecosystem, gaming platforms (Sims, Bitmoji, N2K), and sports culture.
• Proven ability to lead cross-functional campaigns and manage multiple projects simultaneously.
• Strong communication, negotiation, and relationship-building skills.
• Experience with influencer platforms (e.g., TribeDynamics, CreatorIQ, Traackr, GRIN) and social analytics tools.
• Bachelor's degree in Marketing, Communications, or related field

Preferred Skills:

• Experience working with talent agencies, brand partners, and event producers.
• Familiarity with paid media amplification of influencer content.
• Passion for culture, storytelling, and building authentic brand communities.
• Background in fashion, streetwear, or entertainment marketing is a strong plus.

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.

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 [email protected]
Visit Coach at www.coach.com.
Work Setup: #LI- Hybrid #LI- KS2
BASE PAY RANGE $115,000.00 TO $130,000.00 Annually
Here are some of the benefits that we offer: Medical insurance, Dental insurance, Vision insurance, 401 (K), Paid Paternity and Maternity leave, Commuter Benefits, Disability insurance and Tuition assistance. Please click here for a complete list of U.S Corporate Compensation & Benefits .