Associate Manager, Influencer and Creator Marketing

Job description

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. Visit Our People page to learn more about Tapestry's commitment to equity, inclusion, and diversity. Job Title: Coach – Associate Manager, Influencer & Creator Marketing Primary Purpose / Position Summary We are seeking a culturally connected and strategic Associate Manager, Influencer & Creator Marketing to support the execution and continued evolution of Coach’s global influencer and creator marketing strategy. This role will play an important part in building and managing authentic relationships with a diverse network of creators and cultural voices, while ensuring influencer content is strategically leveraged across Coach’s broader marketing ecosystem. The ideal candidate is deeply immersed in culture and the evolving creator landscape, with a strong understanding of how to identify emerging talent, develop creator partnerships, and execute impactful influencer programs. This individual should thrive in a fast-paced environment and be comfortable balancing day-to-day execution, relationship management, cross-functional collaboration, and performance reporting. This role will work cross-functionally to help ensure Coach’s influencer communities are aligned with product stories, brand messaging, and broader marketing priorities. Key Responsibilities Community & Creator Strategy • Support the execution of Coach’s global influencer and creator community strategy, ensuring talent and community partners authentically reflect the brand ethos and values. • Manage the day-to-day execution of community and creator initiatives, from identification and outreach through briefing, launch, content tracking, and recap. • Help build and nurture Coach’s creator communities, ensuring talent is strategically aligned to brand priorities, seasonal campaigns, product stories, and target audiences. • Identify emerging talent, cultural voices, and communities that can strengthen Coach’s relevance and reach. • Support the strategic use and amplification of influencer content across Coach’s broader marketing ecosystem, including organic social, paid social, e-commerce/site, email, and other channels. Influencer Content & Cross-Functional Activation • Manage the flow and activation of influencer and creator content across Coach’s broader marketing organization. • Partner with channel owners to identify opportunities to extend the life and impact of creator content across organic social, paid social, e-commerce/site, email, and other consumer-facing channels. • Communicate relevant creator assets, usage rights, timelines, and campaign details to internal stakeholders to ensure content is effectively leveraged. • Collaborate with Creative, E-Commerce, Global Social, and other cross-functional teams to ensure creator content supports broader brand storytelling and business objectives. Casting & Relationship Management • Support casting and talent identification across Coach’s paid and organic influencer communities. • Maintain a strong pulse on emerging creators, cultural voices, platforms, and communities. • Build and maintain relationships with creators, talent managers, agencies, and external partners. • Own day-to-day communication and outreach for select creator partnerships. • Support talent recommendations and partnership development based on campaign objectives, audience relevance, cultural relevance, and content potential. Cultural Relevance & Insights • Stay current on emerging cultural trends, social platforms, creators, talent, and shifts in audience and community behavior. • Maintain a strong pulse on the evolving influencer and creator landscape to identify emerging voices, communities, content formats, and partnership opportunities. • Bring forward culturally relevant insights and observations to inform talent casting, community strategy, campaign planning, and creator storytelling. • Share insights on creator and social trends with cross-functional teams to inform broader marketing and content strategies. Measurement & Reporting • Own reporting across key paid and organic community initiatives. • Track community and campaign performance against established KPIs, including reach, engagement, impressions, content performance, EMV, and other relevant metrics. • Monitor performance of creator content across organic and paid amplification. • Support post-campaign recaps with actionable insights and recommendations for future community, talent, and content strategies. • Identify trends in creator and content performance to inform future casting, community development, and channel activation. Administrative • Own and maintain Coach’s influencer and creator community database, ensuring it includes current and prospective talent and partners. • Support the execution of talent contracts and agreements, including tracking deliverables, usage rights, exclusivity, and timelines. • Maintain accurate tracking across influencer campaigns, including talent, product seeding, deliverables, content, and performance. • Support invoice processing, product fulfillment, gifting, and other operational needs associated with creator partnerships. • Maintain strong organization across budgets, timelines, reporting, campaign documentation, and partnership details. • Ensure campaign trackers and relevant systems are kept accurate and up to date. • Support budget tracking and management for key community and creator initiatives. The Accomplished Individual Will Possess • BA or BS degree. • Relevant experience in community marketing, influencer marketing, creator partnerships, talent relations, or related fields. • Strong initiative, action-oriented drive, and the ability to react quickly with a sense of urgency in a fast-paced environment. • Comfort with ambiguity and the ability to work with a scrappy, entrepreneurial mindset. • Flexibility and adaptability to changing priorities; able to organize, multitask, and prioritize workload to meet deadlines. • Highly collaborative and team-oriented, with the ability to partner effectively across functions and levels. • Strong communication, relationship-building, and organizational skills. • Excellent attention to detail and accuracy, with a strong desire to learn and grow. • Deep curiosity about culture, community behavior, and the evolving creator landscape, with the ability to translate insights into relevant brand opportunities. • Strong Microsoft Office skills and proficiency in platforms such as CreatorIQ, Tribe, or similar influencer/community tools. Preferred Skills • Experience working with talent agencies, creators, brand partners, and event or activation teams. • Familiarity with paid media amplification and cross-channel use of creator content. • Passion for storytelling, culture, and building authentic brand communities. • Interest in purpose-driven brands. 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. Coach. 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. Americans with Disabilities Act (ADA) Tapestry, Inc. will provide applicants and employees with reasonable accommodation for disabilities or religious beliefs. If you require reasonable accommodation to complete the application process, please contact Tapestry People Services at 1-855-566-9264. Visit Tapestry, Inc . Base Pay Range $75,000.00-$85,000.00 Here are some of the benefits that we offer: Medical insurance, Dental insurance, Vision insurance, 401 (K), Paid Paternity and Maternity leave, Commuter Benefits, Disability insurance and Tuition assistance. Please click here for a complete list of U.S Corporate Compensation & Benefits.