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.
Position Title
Manager, eCommerce
Reporting to: Head of eCommerce Korea (Senior Manager)
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.
Role Overview
We are seeking an experienced eCommerce Manager to own and drive DTC business growth, accountable for online sales performance while leading site experience initiatives that directly impact conversion and customer engagement. This role plays a critical commercial ownership role for DTC, responsible for achieving sales targets by connecting traffic, conversion, and customer experience into sustainable growth.
The position requires a strong balance of sales responsibility, execution excellence, and customer-centric site leadership. The ideal candidate is a project-driven, commercially minded eCommerce leader who understands that great site experience is a key driver of sales growth and can lead cross-functional teams to deliver both results and brand value.
Key Responsibilities
DTC Sales & Performance Ownership
- Drive D2C sales growth through conversion-led on-site execution (curation, merchandising, and content), accountable for revenue, traffic, and conversion KPIs
- Analyze performance and customer behavior to identify CVR drivers and on-site growth opportunities
- Translate insights into prioritized actions and test-and-learn improvements that deliver short-term sales impact and long-term D2C growth
Project & Execution Management
- Lead end-to-end project management for major commercial and operational initiatives
- Coordinate cross-functional teams (Marketing, Merchandising, SCM, IT, CS, Operations) to ensure flawless execution
- Continuously improve operational processes to enhance speed, clarity, and execution efficiency
Site Experience & Customer Journey Optimization
- Define category structure, product positioning, and digital merchandising strategy to maximize discovery and conversion
- Lead initiatives to optimize the end-to-end customer journey (discovery → consideration → purchase), with clear conversion objectives
- Own on-site experience across homepage, category pages, PDPs, promotional pages, and key conversion touchpoints (including campaign landings)
- Develop and manage weekly/monthly on-site content and curation plans (homepage/category/PDP) aligned to commercial priorities and key moments
- Identify friction points and improve usability, content clarity, and UX through prioritized enhancements and testing to increase CVR and sales productivity
- Ensure a consistent and premium brand experience across DTC platforms
- Collaborate with global teams to leverage global content while adapting assets to local market needs
Data, Analytics & Performance Reporting
- Utilize platform and analytics tools to monitor site and sales performance
- Measure the impact of UX changes, content updates, and merchandising initiatives on conversion and revenue
- Build clear, structured performance reporting (weekly/monthly) with insights, learnings, and recommended next actions
Qualifications
- 9+ years of eCommerce experience, with strong exposure to DTC channel management and sales ownership
- Proven experience driving online sales performance while improving site or customer experience
- Hands-on experience in online merchandising (eCommerce), including category structure, product positioning, and digital product presentation
- Hands-on experience in online content design/production to support a visually rich, compelling customer journey
- Strong understanding of how UX, content, and execution influence conversion and revenue growth
- Demonstrated ability to lead complex, cross-functional projects
- Excellent stakeholder management and communication skills
- Fluent in English (able to lead global meetings and discussions)
- Experience in beauty, cosmetics, fashion, or consumer brands preferred
- High level of brand sensibility combined with commercial and execution mindset
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. Visit Coach at www.coach.com.
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.
Tapestry 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 the 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.
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