Senior Manager, Brand Media

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.

The Senior Brand Media Manager, Demand Generation is accountable for owning and leading end‑to‑end brand media strategy across EMEAI, driving long‑term brand growth and sustained mental availability for the Coach brand.

Operating with senior‑level autonomy, this role leads regional media planning, manages significant seasonal and annual media investments, and serves as the primary strategic point of contact for the media agency and key platform partners. The role shapes how the Coach brand shows up across paid media, partnerships, and customer touchpoints, ensuring global best practice, premium brand standards, and brand equity are consistently upheld.

• Own and lead EMEAI brand media strategy, spanning annual planning, long‑range vision, and seasonal execution
• Define channel architecture, audience strategy, and investment approach to build sustained mental availability and brand salience
• Lead long‑term planning across key Spring and Fall moments, ensuring continuity, effectiveness, and strategic intent
• Translate global brand frameworks into regionally relevant, culturally impactful media strategies
• Represent EMEAI brand media in forums, contributing to upstream planning and decision‑making

• Own double-digit regional brand media budgets, with accountability for allocation, pacing, optimisation, and effectiveness
• Make strategic investment decisions aligned to business priorities, brand strategy, and regional nuance
• Ensure robust governance across financial tracking, partner accountability, and ROI assessment

• Act as the senior regional point of contact for the EMEAI media agency, holding partners accountable for strategic quality, innovation, and delivery
• Lead relationships with key media and technology partners, including Google and priority media owners
• Influence partner roadmaps and unlock incremental value, innovation, and improved measurement

• Define success frameworks for brand media, ensuring clarity on effectiveness and long‑term brand impact
• Translate complex performance data and learning into clear insights and strategic recommendations for senior stakeholders
• Drive continuous improvement through structured test‑and‑learn agendas and optimisation of regional ways of working

• Lead and mentor the Media Assistant Manager, providing clear direction, coaching, and support to ensure strong regional campaign delivery
• Develop the Assistant Manager’s strategic capability across planning, optimisation, and insight generation, building confidence and autonomy at the next level
• Create a high‑performing, collaborative team dynamic, empowering the Assistant Manager to contribute ideas, recommendations, and ownership across brand media initiatives

• Acts as a vital consultant on high‑impact special projects beyond BAU, stepping in as a senior support and project lead to unblock complexity, drive cross‑functional initiatives, and deliver incremental value during moments of change, transition, or strategic importance
• Set standards and frameworks that improve efficiency, collaboration, and effectiveness across teams and partners
• Act as a senior cultural carrier for brand media excellence across EMEAI

• 5+ years experience in brand media, integrated media strategy, or…