Role Overview
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.
Email Marketing
* 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.
* Collaborate with Ecommerce Trade, Brand Marketing, and Buying teams to deliver a robust European email calendar supporting key product priorities, brand initiatives, and trading moments across 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.
* 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 for asset development (copy, imagery, layout).
* Work 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 on template optimisation and best‑practice development.
* Identify opportunities to optimise processes, including use of AI.
Creative, Briefing & Quality Control
* Serve as quality control for all European email communications, maintaining best practice content, copy, and design.
* Work closely with creative teams to ensure campaigns align with local audience expectations.
* Manage briefing and support delivery of email builds within approved designs.
Performance Optimisation & Insight
* Lead continual optimisation through structured A/B testing across copy, layouts, offers, targeting, and personalisation using Cordial platform capabilities.
* Own testing and project roadmaps, ensuring statistically significant results and consistent documentation.
* Conduct ongoing performance analysis and competitive benchmarking to inform future strategic direction.
* Collaborate with the Global Reporting team to refine reporting requirements based on evolving business needs.
* Lead weekly and monthly end‑to‑end performance reporting for email across campaigns and wider email/SMS activity, presenting clear, actionable insights.
* Evolve the European segmentation strategy focused 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 and best practices.
* Act as the primary point of contact for CRM and testing platforms (Cordial and Email on Acid), managing platform updates and optimisation opportunities.
* Coordinate with Technology & Development teams on new market launches, re‑platforming initiatives, and ongoing platform improvements.
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.
Budget & Operational Management
* Oversee monthly email and SMS budgets, flexing spend within quarterly plans to align with trading priorities.
* Manage purchase orders and invoicing for all email and SMS platforms, ensuring timely processing and vendor issue resolution.
* Manage the translation agency and associated budgets, ensuring accurate, culturally appropriate messaging for German, Italian, Spanish, and French subscribers.
* Stay up to date with industry developments to identify new performance‑improving opportunities.
Qualifications
* 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.
* Proficiency in data visualisation and analytics tools, including Tableau and Google Analytics.
* Advanced Excel skills.
* Proven ability to work independently and collaboratively in a fast‑paced environment.
* Highly organised with strong attention to detail, excellent communication and presentation skills.
* Strong analytical capability, 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.
Legal Statement
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.
Location
EC2V 5AE Greater London, GBR (United Kingdom Corporate Office)
England, United Kingdom of Great Britain and Northern Ireland
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