Global Performance Marketing Manager – SEM & Growth

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.

Primary Purpose: The Manager, Performance Marketing will own the end-to-end strategy, execution, and optimisation of paid search investment for Coach Europe. This role also provides strategic oversight across key performance channels, including Paid Social, SEO/AEO, and Affiliates, with deep platform expertise across Google, Meta, and TikTok.

We are seeking a highly technical and commercially driven individual with a strong SEM focus to accelerate revenue growth across multiple regions. You will be comfortable managing significant budgets, delivering against ambitious growth targets, and scaling performance across international markets, with SEM as the primary growth lever.

The successful individual will leverage their proficiency in Performance Marketing to:

• Own and lead the SEM growth strategy across multiple regions, with full accountability for revenue, ROAS, and efficiency targets.
• Act as the in‑house SEM subject‑matter expert, driving performance across Google Ads products including Search, Performance Max, Demand Gen, YouTube and AI‑led bidding solutions.
• Design and execute a structured test‑and‑learn roadmap, covering account structure, bidding, feeds, audience signals, formats and automation, with clear hypotheses and decision frameworks.
• Scale paid search investment against ambitious growth targets while maintaining efficiency and incrementality.
• Own forecasting and budget management for SEM as the primary investment channel, ensuring alignment with commercial priorities and ROI targets.
• Dynamically shift budgets based on performance, marginal returns, and incrementality insights.
• Partner with Finance and Analytics teams to translate SEM performance into credible revenue forecasts and growth scenarios to unlock and allocate incremental spend.
• Act as a measurement leader across performance marketing, with deep expertise in Google ads, GA4, MTA/MMM platforms across experimentation and incrementality testing.
• Ensure tracking, conversion measurement, and data integrations are best‑in‑class, working closely with Analytics, Martech and Engineering teams.
• Diagnose conversion drop‑offs across the funnel and partner with eCommerce and CRO teams to drive continuous improvement.
• Own agency management and prioritisation for SEO and AEO initiatives, focusing on technical foundations, content optimisation and keyword growth.
• Support the Performance and Global teams on the AEO roadmap and monitor visibility across traditional search and emerging LLM‑based discovery platforms.
• Oversee paid social performance (e.g. Meta, TikTok) from a strategic and measurement perspective, ensuring investment complements SEM and contributes incremental value.
• Provide secondary oversight and knowledge of affiliate programmes across regions, including partner mix, commission frameworks, and commercial effectiveness.
• Support the evolution of content and influencer partnerships in collaboration with PR and brand teams.
• Scale best practices across regions while accounting for market‑specific differences in maturity, competition, and demand.
• Establish a strong performance operating rhythm including dashboards, weekly/monthly deep dives, and structured experimentation cycles.
• Own agency relationships across performance channels, setting clear goals, governance and delivery standards.
• Work closely with Creative, Analytics, Product and Engineering teams to align on audience strategy, creative testing, and landing‑page optimisation.
• Stay at the forefront of search and performance innovation, including AI‑driven media and LLM‑influenced discovery, translating opportunities into actionable test plans.

The Accomplished Individual Will Possess:

• Proven experience driving SEM performance at scale, with demonstrable success delivering strong revenue growth against ambitious targets.
• Advanced and hands‑on knowledge of Google Ads, smart bidding, feeds, automation, Performance Max and experimentation frameworks.
• Strong technical understanding of measurement, attribution, and incrementality, with the ability to influence investment decisions.
• Experience managing large, multi‑market budgets.
• Confident communicator, with the ability to articulate performance, trade‑offs and strategic recommendations to senior stakeholders.
• Experience managing agencies and/or direct reports.
• Highly analytical, commercially minded, and detail‑oriented.
• Experience working within a performance vendor in house or running large accounts at a global advertising agency.

What Tapestry Can Offer You:

• Hybrid working (3 days working from the office, 2 days remote).
• Option to finish early on a Friday (Flex Fridays).
• 1 Paid Volunteering Day per year and opportunities to volunteer with global projects.
• Learning & Development opportunities.
• Internal mobility & career progression.
• Regular Social Events - Seasonal & Cultural.
• Equity Inclusion & Diversity initiatives which include employee resource groups & regional inclusion council.

Other Benefits Include:

• 25 days holiday in addition to bank holidays.
• Annual Incentive Plan (company performance bonus).
• Multi brand discount up to 50% off – Coach and Kate Spade.
• Private Healthcare with health assessment (Bupa).
• Bupa rewards - Financial wellbeing support and wellness discounts.
• Private Dental Cover.
• Free 24/7 support for family building, fertility and menopause with Maven.
• Eyecare vouchers.
• Employee Assistance Program.
• Employer Pension Contribution.
• Gym discount.
• Interest free season ticket loan.
• Cycle to work scheme.

At Tapestry, we are committed to building a diverse & inclusive workforce. We know that having a wide range of perspectives and experiences makes us more innovative and brings us closer to our consumers. If you are interested in this role but do not believe you meet all the set criteria, that’s ok. We are happy to work with individuals who have the drive, passion, agility and willingness to learn. So, take a chance and apply; you may just be who we are looking for. We would be delighted to hear from you.

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 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 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.