Associate Manager, Influencer and Creator Marketing

Tapestry•New York, NY

About The Position

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.

Requirements

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.

Nice To Haves

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.

Responsibilities

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.
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.
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.
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.
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.
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.