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.

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.

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.

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