European Email & SMS Marketing Lead

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.

Primary Purpose: The Email & SMS Manager will lead the development and implementation of Coach’s email and SMS strategy across Europe, driving increased customer frequency and lifetime value through customer insights and emerging trends to deliver relevant, personalised communications.

The successful individual will leverage their proficiency in Email & SMS Marketing to:

• Email Strategy, Planning & Delivery
  • Own the planning, execution, and reporting for all European email marketing programmes, including full broadcast campaigns, segmented activity, and automated journeys (e.g. welcome series, category browse, cart abandonment).
  • Devise and execute the email strategy aligned to overall business fiscal goals.
  • Work closely with Ecommerce Trade, Brand Marketing, and Buying teams to deliver a robust European email calendar that supports key product priorities, brand initiatives, and trading moments across both full-price and outlet audiences.
  • Partner with the Senior Performance Marketing Manager to define and evolve the ongoing email strategy, introducing new retention and conversion-led programmes to drive repeat, high-value customers.
• Creative, Briefing & Quality Control
  • Manage the end-to-end email briefing process and act as quality control for all European email communications, ensuring best practice in content, copy, and design for local audiences.
  • Translate business needs into technical and creative briefs, specifically for briefing in all asset needs (copy, imagery, and layout).
  • Work in partnership with in-house Graphic Designers to ensure campaigns are delivered within approved templates and designed to drive strong engagement and conversion performance.
  • Brief email builds to the in-house HTML Email Developer and collaborate closely on template optimisation and best-practice development and deliverability.
  • Identify opportunities to optimise processes including use of AI.
• Performance Optimisation & Insight
  • Drive continual optimisation through structured A/B testing across copy, layouts, offers, targeting, and personalisation, leveraging platform capabilities within Cordial.
  • Own testing and project roadmaps and ensure results are statistically significant, clearly documented, and consistently shared with the wider business.
  • Conduct ongoing performance analysis and competitive benchmarking to assess email effectiveness and inform future strategic direction.
  • Work with the Global Reporting team to feedback on new reporting requirements and use cases based on evolving business needs, regional expansion, and available data.
  • Lead weekly and monthly end-to-end performance reporting for email across campaigns and wider email/SMS activity. Present in trade meetings, delivering clear, actionable insights, highlighting results against target plans and identifying opportunities for optimisation across both channels.
• CRM, Segmentation & Global Collaboration
  • Evolve the European segmentation strategy, focusing on engagement, lifetime value, and growth in France & UK, using CRM data to build segments and analyse trends.
  • Build on local CRM strategies while partnering with global counterparts to support the wider CRM vision across customer segmentation, LTV modelling, subscriber growth, and email/SMS success metrics.
  • Collaborate with the Global Marketing Technology team to implement high-performing North America initiatives within Europe, sharing insights, test results, and best practices through regular forums.
• Platform Ownership & Vendor Management
  • Own European relationships with CRM and testing platforms (Cordial and Email on Acid), acting as the primary point of contact for platform updates, optimisation opportunities, and issue resolution.
  • Collaborate with Technology & Development teams on new market launches, re-platforming initiatives, and ongoing platform improvements. Act as lead contact for email and SMS vendors, attending weekly status meetings and managing delivery timelines and risks.
• SMS
  • Own the SMS program and lead strategy across the UK, France, and Ireland, optimising campaign and automated journey performance while adhering to regional budgets and local nuances as markets evolve.
• Budget & Operational Management
  • Oversee monthly email and SMS budgets, flexing spend within quarterly plans in line with trading priorities.
  • Manage purchase orders and invoicing for all email and SMS platforms, ensuring timely processing and proactively resolving issues with vendors.
  • Manage the translation agency and associated budgets, ensuring German, Italian, Spanish, and French subscribers receive accurate, seasonally relevant, and culturally appropriate messaging.
• Continuous Improvement
  • Stay up to date with email, CRM, and wider industry developments, proactively identifying new opportunities to improve performance and drive innovation.

The accomplished individual will possess:

• Minimum of 5 years’ experience in email marketing within a global brand.
• Experience working with a large ESP (Cordial preferred but not essential).
• Experience using Customer Data Platforms to support CRM communications and strategy.
• Proficient in data visualisation and analytics tools, including Tableau and Google Analytics.
• Advanced Excel skills.
• Proven ability to work both independently and collaboratively in a fast‐paced environment.
• Highly organised with strong attention to detail and excellent communication and presentation skills.
• Strong analytical capability, with experience managing and optimising performance against multiple KPIs.
• Proactive problem‐solver with a strong sense of ownership and initiative.
• Ability to manage multiple priorities under tight deadlines, demonstrating speed and urgency.
• Comfortable responding to last‐minute changes and ad‐hoc requests.

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.
• 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 (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.