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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.
Primary Purpose: The Senior Director, Amazon is an enterprise leader responsible for defining and advancing Coach's long-term strategy and performance on Amazon-one of the most complex and high-impact digital platforms within the North America ecosystem.
This role owns the end-to-end Amazon business with full accountability for strategic direction, financial performance, and brand stewardship. As a key thought partner to senior leadership, the Senior Director will shape how Coach navigates and leverages Amazon to drive sustainable growth, acquire new consumers, and build brand equity.
Operating with an enterprise mindset, this individual will influence cross-functional executives and external stakeholders, ensuring Amazon strategies are tightly aligned with broader business objectives while balancing growth, profitability, and channel integrity.
This role reports to the SVP, Digital and Wholesale North America.
The successful individual will leverage their proficiency to...
Enterprise Amazon Strategy & Vision

• Define and own the multi-year strategic roadmap for Amazon, including the role of Amazon's media and marketing ecosystem in driving enterprise growth
• Serve as the internal authority on Amazon, including its evolving advertising, search, and content algorithms
• Translate enterprise priorities into a holistic Amazon strategy spanning traffic, conversion, retention, and brand visibility
• Anticipate and capitalize on shifts across Amazon's ecosystem (retail, media, data, and fulfillment)

P&L Ownership & Financial Leadership

• Own the Amazon P&L with accountability for topline, profitability, and marketing investment strategy
• Lead integrated financial planning, ensuring marketing spend (e.g., Sponsored Ads, DSP, affiliate, promotions) is optimized for ROI and incrementality
• Establish clear frameworks for marketing efficiency, attribution, and performance measurement
• Drive disciplined trade-offs across media, pricing, and assortment to maximize long-term value

Amazon Marketing & Demand Generation Leadership

• Define and lead the end-to-end Amazon marketing strategy, positioning media as a core growth driver, not a support function
• Oversee full-funnel activation across Sponsored Products, Sponsored Brands, Sponsored Display, Amazon DSP, and emerging ad formats
• Drive best-in-class search, content, and discoverability strategies, ensuring Coach wins in both paid and organic placements
• Establish a data-driven approach to audience development, leveraging Amazon signals to drive new customer acquisition and lifetime value
• Lead partnerships with Amazon Ads and external agencies to unlock advanced capabilities, beta programs, and first-mover advantages
• Develop and scale measurement frameworks (incrementality, attribution, MMM where applicable) to inform investment decisions
• Elevate content strategy (A+ content, brand stores, PDP optimization) as a critical lever for conversion and brand storytelling
• Ensure marketing strategies reinforce premium brand positioning while operating effectively within a performance-driven ecosystem

Executive Influence & Cross-Functional Leadership

• Influence and align senior stakeholders across marketing, merchandising, finance, and digital to integrate Amazon into broader brand and media strategies
• Act as the bridge between brand marketing and performance marketing, ensuring consistency and effectiveness across channels
• Lead joint business planning with Amazon, including co-investment in media and strategic growth initiatives
• Drive alignment on channel strategy, particularly where Amazon marketing may impact other distribution channels

Organizational Leadership & Operating Model

• Build and lead a high-performing Amazon organization, including strong capabilities in performance marketing, analytics, and content
• Establish scalable operating models and processes to manage complexity across media, retail, and cross-functional workflows
• Develop talent with deep platform expertise and strategic thinking, ensuring long-term capability building

Consumer & Brand Leadership

• Champion a consumer-first, insight-led approach, using Amazon data to inform targeting, messaging, and experience
• Ensure Amazon marketing and content deliver a consistent, elevated brand experience
• Balance performance marketing demands with long-term brand equity considerations

Innovation & Strategic Growth

• Identify and lead next-generation marketing opportunities within Amazon (e.g., retail media evolution, AI-driven targeting, new ad formats)
• Pilot and scale innovative media and content strategies that differentiate Coach within the marketplace
• Foster a test-and-learn culture, with clear pathways to scale successful initiatives

The accomplished individual will possess...

• Strong financial acumen, with experience managing large-scale media investments and driving ROI
• Outstanding leadership skills with proven ability to coach and develop top talent
• Deep expertise in Amazon's advertising and marketing ecosystem, including both strategic and operational dimensions
• Proven ability to connect marketing strategy to P&L outcomes
• Exceptional executive communication skills, with the ability to translate complex marketing data into clear business insights
• Advanced analytical and performance measurement capabilities
• Ability to operate at both strategic and tactical levels within a highly dynamic platform

An outstanding professional will have...

• 10+ years of experience across digital commerce, performance marketing, or marketplace strategy
• Significant hands-on experience with Amazon Ads (Sponsored Ads, DSP) and retail media ecosystems
• Track record of managing large marketing budgets with measurable business impact
• Experience integrating brand and performance marketing strategies
• Global and/or luxury brand experience preferred

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 or employeerelations@tapestry.com
Visit Tapestry, Inc.
Base Pay Range
$180,000.00-$200,000.00
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.