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Sr. Director, Omnichannel Membership (Loyalty)

Coach

New York, New York
posted January 8, 2021

Coach is a leading design house of modern luxury accessories and lifestyle collections, with a long-standing reputation built on quality craftsmanship. Defined by a free-spirited, all-American attitude, the brand approaches design with a modern vision, reimagining luxury for today with an authenticity and innovation that is uniquely Coach. All over the world, the Coach name is synonymous with effortless New York style.

Coach is part of the Tapestry portfolio – a global house of brands powered by optimism, innovation, and inclusivity.

Senior Director, Omnichannel Membership (Loyalty), Coach

Coach is a leading design house of modern luxury accessories and lifestyle collections, with a long-standing reputation built on quality craftsmanship. Defined by a free-spirited, all-American attitude, the brand approaches design with a modern vision, reimagining luxury for today with an authenticity and innovation that is uniquely Coach. All over the world, the Coach name is synonymous with effortless New York style.

Coach is part of the Tapestry portfolio – a global house of brands powered by optimism, innovation, and inclusivity.

Primary Purpose

As the Senior Director, Omnichannel Membership (Loyalty), Coach, the individual in this newly created role will drive the strategy, implementation and ongoing evolution of the Coach Insider omnichannel membership program across both retail and outlet channels—with the objective of driving customer engagement, nurturing high-value customer relationships, facilitating omni/multi-channel customer journeys, and building a robust Coach community. Partnering closely with the eCommerce, marketing, creative, customer experience, stores, IT and other cross-functional teams, this leader will drive the expansion of the Coach Insider program, lead short and long-term strategy across channels, evolve the portfolio of services and benefits provided to members, and drive innovation in how Coach engages and co-creates with its community of customers.

Partnering closely with the business leadership, this individual will require a track record of influencing high-performing cross-functional teams in a fast-paced environment to drive business impact and customer-centric transformation. This role reports to the SVP, Global Digital and Customer Experience.

The successful individual will leverage their proficiency to...

  • Drive the strategy, implementation and ongoing evolution of the Coach Insider omnichannel membership program across both retail and outlet channels
  • Define, optimize and scale the Coach Insider program (including benefits, services, experiences, events, partnership and community) to fuel customer acquisition and engagement, drive customer frequency, retention, spend and loyalty, and build community
  • Collaborate with digital, marketing and IT teams to build and leverage capabilities to drive increasingly personalized rewards, communication and omnichannel journeys
  • Partner with e-commerce, store and marketing teams to integrate Coach Insider into digital and store strategies and to bring Coach Insider experiences to life within Coach omnichannel journeys
  • Leverage and mine real-time customer insight across proprietary customer analytics platforms, google analytics, customer post-purchase survey feedback, etc. to continually optimize the Coach customer/membership experience; continue to build customer analytics capabilities
  • Coordinate with internal cross-functional partners (e-commerce, Stores, Operations, IT, Digital Product/UX, Customer Experience, Marketing & CRM, Legal, Finance, etc.) as well as external partners and vendors to grow the membership program and capabilities.
  • Collaborate with IT and Digital teams to manage the Membership Engine infrastructure, systems and capabilities, including assessing opportunities to invest in relevant technologies and defining/prioritizing the membership product development roadmap
  • Develop financial and customer membership KPIs and goals, in partnership with business, finance and data analytics teams; drive reporting and communication across organization
  • Create operational playbooks with key functional stakeholders to ensure effective program implementation in stores, Customer Care and eCommerce sites
  • Closely partner with Marketing & CRM teams on member lifecycle strategies to drive awareness, consideration, personalization and advocacy across the full Coach ecosystem
  • Partner with Brand Creative team on design of all membership program branding, digital and marketing creative assets, and in-store marketing/collateral
  • Ensure adherence to evolving legal context and privacy guidelines
  • Maintain keen understanding of competitive loyalty landscape within and beyond retail industry
  • Manage holistic membership opex and capex budgets

The accomplished individual will possess...

  • Bachelor's Degree preferred; MBA a plus
  • 10+ years experience in Digital, Marketing, Loyalty and Membership
  • Experience building successful membership/loyalty programs as well as capabilities to enable omnichannel customers journeys at scale
  • Exemplary leadership skills with experience building effective teams
  • Proven ability to leverage real-time customer insight to drive customer-centric innovation
  • Excellent analytical and problem solving skills, with ability to define, drive and deliver on customer and financial ROI goals
  • Team-oriented with ability to effectively collaborate with partners across the organization at all levels; ability to negotiate and influence peers and members of cross-functional teams
  • Ability to work effectively in ambiguity, adapt to changing priorities and drive with urgency
  • Strong communication/presentation skills and executive presence
  • Sharp financial and business acumen
  • Demonstrated passion for customer experience, membership and loyalty
  • Global experience a plus.