Tapestry eCommerce Manager
- Location
- Seniority
- Manager
- Department
- E-Commerce, Digital & Data Analytics
- Industry
- Fashion, Apparel & Leather Goods
- Posted
- Apr 21, 2026
About Tapestry
Coach is a global design house renowned for modern luxury accessories and lifestyle collections, celebrated for craftsmanship and a distinct New York sensibility. The brand is part of the Tapestry portfolio, a global house of brands that emphasises innovation, inclusivity and a commercial approach to luxury.
Coach (Tapestry) seeks an eCommerce Manager in Seoul to drive DTC sales, site experience and cross‑functional eCommerce execution.
Role & Responsibilities
- Own DTC sales performance for Korea: accountable for revenue, traffic and conversion KPIs and for delivering sustainable online growth.
- Define and execute digital merchandising, category structure and product positioning to maximise discovery and conversion across homepage, category pages and PDPs.
- Develop and manage weekly/monthly on-site content and curation plans aligned to commercial priorities and campaign moments.
- Analyse customer behaviour and site performance to identify conversion drivers; translate insights into prioritized test-and-learn actions with measurable impact.
- Lead end-to-end project management for commercial and operational initiatives, coordinating Marketing, Merchandising, SCM, IT, CS and Operations.
- Own the end-to-end customer journey optimisation (discovery → consideration → purchase) and reduce friction at key conversion touchpoints.
- Build structured performance reporting (weekly/monthly) with clear insights, learnings and recommended next steps.
- Ensure a consistent, premium brand experience by adapting global content to local market needs and maintaining high brand sensibility online.
Qualifications
- 9+ years of eCommerce experience with demonstrable ownership of DTC channel performance and online sales targets.
- Proven track record in online merchandising, content production and site experience that drove measurable conversion and revenue growth.
- Strong commercial mindset with the ability to translate analytics into prioritized, high-impact initiatives.
- Demonstrated experience leading complex, cross-functional projects and managing multiple stakeholders.
- Excellent communication and stakeholder management skills; able to lead global meetings and align local execution with global strategy.
- Experience in fashion, beauty, cosmetics or consumer brands preferred; high level of brand sensibility and visual judgement.
Skills
Experience
Minimum of 9 years of progressive eCommerce experience with strong exposure to DTC channel management, online merchandising, content-led site experience and proven responsibility for driving online sales performance.
Education
Bachelor’s degree in business, marketing, e‑commerce or a related field, or equivalent practical experience; advanced degree is a plus.
Workplace
The successful candidate will be located in Seoul, Seoul, South Korea.
Culture
Coach combines a creative, brand-forward culture with a results-oriented commercial ethos rooted in craftsmanship and New York attitude. As part of Tapestry, the workplace emphasises inclusivity, collaboration across global teams and development of high-performing talent.
About Cerulean
Cerulean is the definitive career portal for the global luxury industry. We match exceptional professionals with exclusive opportunities at the world's most prestigious brands. From haute couture and fine watchmaking to prestige beauty, hospitality, and boutique retail, Cerulean centralises luxury employment to help you find the career for which you were destined.
Frequently Asked Questions
The luxury industry is characterised by a diverse and nuanced nomenclature. Esteemed houses frequently employ proprietary terminology, and even within a single organisation like Tapestry, titles may vary across global markets to reflect local conventions. To ensure absolute clarity, Cerulean assigns a standardised, industry-coherent canonical title to every listing. However, it is worth noting that this role is functionally synonymous with «Digital Commerce Manager», «DTC eCommerce Manager», «Online Merchandising Manager», «Digital Merchandising Manager», and other variations. Our sophisticated search architecture anticipates these variations, ensuring that inquiries using related terms will seamlessly yield the exact roles you desire.