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.
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
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
* 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
Benefits
* 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
* 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
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.
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