Retail Marketing Assistant Manager

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 Retail Marketing Assistant Manager is responsible for translating brand and campaign strategies into impactful retail marketing activation that drives store traffic, customer engagement, and conversion.

This role connects brand storytelling with the in-store customer experience by developing and executing retail activations, store events, localized marketing activation, and customer engagement initiatives.

Working closely with Brand Marketing, Retail, CRM, Visual Merchandising, Operations, and cross-functional teams, the role ensures that each retail touchpoint delivers a consistent brand experience and measurable business impact.

Key Responsibilities:

1. Retail Marketing Strategy & Calendar Management

• Develop and manage the integrated retail marketing calendar in alignment with brand campaigns, commercial priorities, and key retail moments.
• Translate global and local campaign strategies into relevant store-level marketing activation.
• Identify retail marketing opportunities based on store priorities, customer insights, new opening stores, and local market moments.
• Define the marketing role and objective of each activation, including traffic generation, customer acquisition, engagement, retention, and conversion.
• Ensure retail marketing initiatives support both brand-building and commercial objectives.

2. Retail Marketing & In-Store Experience Activation

• Own execution of integrated retail calendars, aligning campaigns, VM, CRM, and store activations
• Drive in-store experience execution, ensuring brand standards and customer journey consistency
• Support customer-facing initiatives including New User engagement and first-visit experience
• Partner closely with CRM teams to activate traffic-driving and conversion-enhancing programs

3. Performance Tracking & Execution Impact Analysis

• Track initiative progress, execution quality, and performance impact at store level
• Analyze traffic, conversion, sales uplift, and activation ROI
• Apply performance insights to improve future retail marketing plans and investment decisions.
• Contribute to execution scorecards and initiative impact reviews

4. Expense Planning & Budget Control

• Manage retail marketing budgets, forecasts, purchase orders, and expense tracking.
• Ensure financial discipline while maximizing execution impact and ROI
• Partner with Finance and Operations for forecasting and spend governance

5. Cross-Functional Communication & Execution Governance

• Act as a bridge between HQ strategy and field execution
• Support alignment across stakeholders through clear execution briefs, timelines, and follow-ups
• Ensure execution standards, store toolkits, and communication materials are deployed accurately

Key Deliverables

• Annual and seasonal retail marketing calendar
• Store activation briefs and execution toolkits
• Customer journey and traffic-driving plans
• Store event and localized marketing plans
• Activation budget and expense trackers
• On-time delivery of retail initiatives and campaigns
• Initiative execution dashboards and impact summaries
• Post-execution analysis reports with actionable insights

Key Capabilities & Competencies

• Strong understanding of retail marketing, brand activation, and customer experience
• Strong project management and execution ownership mindset
• Ability to convert strategy into clear, actionable execution plans
• High execution rigor with strong attention to detail
• Data-literate with ability to link execution to performance impact
• Strong cross-functional communication and stakeholder management
• Agile, hands-on, and resilient in fast-paced retail environments

 Qualifications & Requirements

•     Approximately 3 to 7 years of experience in retail marketing, trade marketing, shopper marketing and customer experience

•     Experience in fashion, luxury, beauty, lifestyle, retail, or consumer brands preferred

•     Proven experience planning and executing store activations, customer events, campaigns, or retail marketing programs

•     Experience working with Retail, CRM, Visual Merchandising, Operations, and external agencies

•     Strong proficiency in Microsoft PowerPoint and Excel

•     Business-level proficiency in Korean and English preferred

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.

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