Senior Manager, Consumer Insights

Senior Manager, Consumer Insights

Coach

London, LND, GB

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.

Primary

Purpose:

The Senior Manager, Consumer Insights-EMEAI is a key member of the regional marketing team and wider global consumer insights team and is responsible for advancing the consumer insights roadmap with a key focus on Coach to drive the ambitious growth and acquisition agenda of the EMEAI markets through deep consumer‑first understanding with a focus on ‘how’ and ‘where’ to play.

The role has high visibility in the organization and regularly interacts with EMEAI leadership as well as key global stakeholders. This role will report into the EMEAI VP Marketing‑Coach with a dotted line to the Global VP of Consumer Insights based in New York to ensure consistency with the global strategy & insights agenda.

The successful individual will leverage their proficiency to:

• Support execution of the consumer insights roadmap for EMEAI as well as play the key point for any global project work that is transversal in nature that supports the EMEAI strategy for Coach including market prioritization, existing and new category opportunity understanding, and expansion strategy to adapt our local execution across the 4
  
  Ps to drive acquisition
• Specifically, this role will:
• Execute projects that are qualitative & quantitative while being both brand focused (Coach) as well as transversal brand agnostic in nature including:
• Understanding of consumers across generations, regions and channels (e.g. Gen Z, marketplace/e‑commerce) including deep dives in local consumer understanding in priority markets (e.g France) through consumer immersions
• Support global team on the key regional market Brand Health Trackers – understand and help interpret brand perceptions and track leading KPIs – UBA, consideration
• Lead strategic consumer in‑homes and shop‑alongs in key regional markets as well as exploratory opportunity markets (e.g India and Spain) to understand how our brands fit into their lives and resonate to build our go‑to‑market and activation pipeline
• Leverage our customer database to identify trends retroactively (e.g., customer acquisition @ price points)
• Support the EMEAI leadership on POME consumer & country wise pipeline development as part of long‑range planning together with the global insights & strategy stakeholders
• Support the Brand & Performance Marketing team on key globally backed regional measurement initiatives (MMM, MTAs) as well as frameworks to support investment decisions in local activation business cases where required as a quant expert
• Drive development of the insight capability grounded in consumer behaviors by:
• Drawing relationships between macro‑economics, culture, technology and consumer behaviors in the region
• Aggregating both qualitative and quantitative data across industry references and regional markets to derive insights about consumer trends
• Synthesizing disparate data into impactful, data‑backed recommendations that are executive ready
• Lead/own relationships with third‑party vendors
• Developing relationships with key regional and global stakeholders and conducting quarterly workshops with key teams to drive both short‑term and long‑term strategies across consumer touchpoints and whitespace opportunities
• Champion consumer insights and the consumer‑centricity capability across the EMEAI organization and engage brand and cross‑functional partners to leverage consumer understanding into development and activation initiatives
• Utilize a wide variety of qualitative, quantitative, social listening tools, etc. (both syndicated and custom) in order to address key strategic questions

The accomplished individual will possess:

• 7+ years working as an insight…