At a Glance
- Tasks: Lead email and SMS marketing strategies to boost customer engagement and brand loyalty.
- Company: Join Coach, a global fashion house with a commitment to innovation and inclusivity.
- Benefits: Enjoy hybrid working, early finishes on Fridays, and generous holiday allowance.
- Other info: Be part of a vibrant team with opportunities for career growth and social events.
- Why this job: Make an impact in a creative role while developing your marketing skills in a dynamic environment.
- Qualifications: 5+ years in email marketing, strong analytical skills, and a passion for fashion.
The predicted salary is between 50000 - 60000 £ per year.
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...
Manager, Email & SMS (12-month FTC) in London employer: Tapestry, Inc.
At Coach, we pride ourselves on being an exceptional employer, offering a vibrant work culture that champions creativity and inclusivity. Located in Greater London, our corporate office provides employees with hybrid working options, generous holiday allowances, and numerous opportunities for professional growth through learning and development initiatives. Join us to be part of a global brand that values innovation and fosters a supportive environment where your contributions truly matter.
StudySmarter Expert Advice🤫
We think this is how you could land Manager, Email & SMS (12-month FTC) in London
✨Tip Number 1
Network like a pro! Reach out to people in the industry, attend events, and connect on LinkedIn. You never know who might have the inside scoop on job openings or can put in a good word for you.
✨Tip Number 2
Prepare for interviews by researching the company and its culture. Understand their email and SMS strategies, and think about how your experience aligns with their goals. This will help you stand out as a candidate who truly gets them.
✨Tip Number 3
Practice your pitch! Be ready to explain how your skills in email marketing can drive customer engagement and retention. Tailor your examples to show how you can contribute to their specific needs.
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets seen. Plus, it shows you’re genuinely interested in being part of the team at Coach.
We think you need these skills to ace Manager, Email & SMS (12-month FTC) in London
Some tips for your application 🫡
Tailor Your Application:Make sure to customise your CV and cover letter for the Email & SMS Manager role. Highlight your relevant experience in email marketing and how it aligns with our goals at Coach. We want to see how you can bring your unique skills to the table!
Showcase Your Creativity:Since this role involves a lot of creative input, don’t shy away from showcasing your best work. Include examples of successful campaigns you've managed or innovative strategies you've implemented. We love seeing what you can do!
Be Data-Driven:We’re all about insights and performance here at StudySmarter. Make sure to include any experience you have with data analysis and A/B testing in your application. Show us how you’ve used data to drive results in your previous roles!
Apply Through Our Website:For the best chance of getting noticed, apply directly through our website. It’s the easiest way for us to keep track of your application and ensures you’re considered for the role. We can’t wait to hear from you!
How to prepare for a job interview at Tapestry, Inc.
✨Know Your Email & SMS Strategy
Before the interview, dive deep into Coach's current email and SMS strategies. Familiarise yourself with their recent campaigns and think about how you could enhance them. This shows your genuine interest and helps you speak confidently about how you can contribute.
✨Showcase Your Analytical Skills
Prepare to discuss specific examples of how you've used data to drive marketing decisions in the past. Be ready to explain your experience with A/B testing and performance optimisation, as these are crucial for the role. Use metrics to back up your achievements!
✨Collaborative Mindset
This role requires working closely with various teams. Think of examples where you've successfully collaborated with others, especially in fast-paced environments. Highlight your communication skills and how you manage multiple priorities while keeping everyone aligned.
✨Stay Ahead of Trends
Research the latest trends in email and SMS marketing, particularly in the fashion industry. Be prepared to discuss how you would implement innovative strategies at Coach. Showing that you're proactive about industry developments will set you apart from other candidates.
