Sr. Director, Amazon

Primary Purpose

Senior Director, Amazon is an enterprise leader responsible for defining and advancing Coach’s long‑term strategy and performance on Amazon—one of the most complex and high‑impact digital platforms within the North America ecosystem.

This role owns the end‑to‑end Amazon business with full accountability for strategic direction, financial performance, and brand stewardship. As a key thought partner to senior leadership, the Senior Director will shape how Coach navigates and leverages Amazon to drive sustainable growth, acquire new consumers, and build brand equity.

Operating with an enterprise mindset, this individual will influence cross‑functional executives and external stakeholders, ensuring Amazon strategies are tightly aligned with broader business objectives while balancing growth, profitability, and channel integrity.

This role reports to the SVP, Digital and Wholesale North America.

• Define and own the multi‑year strategic roadmap for Amazon, including the role of Amazon’s media and marketing ecosystem in driving enterprise growth
• Serve as the internal authority on Amazon, including its evolving advertising, search, and content algorithms
• Translate enterprise priorities into a holistic Amazon strategy spanning traffic, conversion, retention, and brand visibility
• Anticipate and capitalize on shifts across Amazon’s ecosystem (retail, media, data, and fulfillment)
• Own the Amazon P&L with accountability for topline, profitability, and marketing investment strategy
• Lead integrated financial planning, ensuring marketing spend (e.g., Sponsored Ads, DSP, affiliate, promotions) is optimized for ROI and incrementality
• Establish clear frameworks for marketing efficiency, attribution, and performance measurement
• Drive disciplined trade‑offs across media, pricing, and assortment to maximize long‑term value
• Define and lead the end‑to‑end Amazon marketing strategy, positioning media as a core growth driver, not a support function
• Oversee full‑funnel activation across Sponsored Products, Sponsored Brands, Sponsored Display, Amazon DSP, and emerging ad formats
• Drive best‑in‑class search, content, and discoverability strategies, ensuring Coach wins in both paid and organic placements
• Establish a data‑driven approach to audience development, leveraging Amazon signals to drive new customer acquisition and lifetime value
• Lead partnerships with Amazon Ads and external agencies to unlock advanced capabilities, beta programs, and first‑mover advantages
• Develop and scale measurement frameworks (incrementality, attribution, MMM where applicable) to inform investment decisions
• Elevate content strategy (A+ content, brand stores, PDP optimization) as a critical lever for conversion and brand storytelling
• Ensure marketing strategies reinforce premium brand positioning while operating effectively within a performance‑driven ecosystem
• Influence and align senior stakeholders across marketing, merchandising, finance, and digital to integrate Amazon into broader brand and media strategies
• Act as the bridge between brand marketing and performance marketing, ensuring consistency and effectiveness across channels
• Lead joint business planning with Amazon, including co‑investment in media and strategic growth initiatives
• Drive alignment on channel strategy, particularly where Amazon marketing may impact other distribution channels
• Build and lead a high‑performing Amazon organization, including strong capabilities in performance marketing, analytics, and content
• Establish scalable operating models and processes to manage complexity across media, retail, and cross‑functional workflows
• Develop talent with deep platform expertise and strategic thinking, ensuring long‑term capability building
• Champion a consumer‑first, insight‑led approach, using Amazon data to inform targeting, messaging, and experience
• Ensure Amazon marketing and content deliver a consistent, elevated brand experience
• Balance performance marketing demands with long‑term brand equity considerations
• Identify and lead next‑generation marketing opportunities within Amazon (e.g., retail media evolution, AI‑driven targeting, new ad formats)
• Pilot and scale…