Tapestry Email & SMS Manager (12‑month fixed‑term contract)
- Employment
- Contract
- Seniority
- Manager
- Department
- Clienteling, CRM & VIP Relations
- Industry
- Fashion, Apparel & Leather Goods
- Posted
- May 26, 2026
About Tapestry
Coach is an American luxury fashion house known for modern leather goods and accessories, operating globally and headquartered within the Tapestry portfolio alongside complementary brands. As part of Tapestry, Coach combines heritage craftsmanship with contemporary brand-building and a commitment to inclusive, consumer‑centric innovation.
Coach (Tapestry) seeks an Email & SMS Manager (12‑month FTC) in London to lead European retention strategy across email and SMS.
Role & Responsibilities
- Lead the development, execution and reporting of Coach’s email and SMS strategy across Europe to increase customer frequency and lifetime value.
- Own planning and delivery of European email programmes including broadcasts, segmented activity and automated journeys (welcome, browse, cart abandonment, etc.).
- Define and maintain the European email & SMS calendar in partnership with Ecommerce Trade, Brand Marketing and Buying to support product priorities, brand initiatives and trading moments across full‑price and outlet audiences.
- Manage creative briefing and quality control for all European email communications; translate business needs into technical and creative briefs for copy, imagery and layout.
- Brief HTML builds to the in‑house developer and collaborate with designers to ensure on‑template execution and best practice for deliverability and conversion.
- Design, run and own structured A/B tests across copy, layouts, offers, targeting and personalisation within Cordial; document and share statistically significant results and roadmaps.
- Conduct ongoing performance analysis and competitive benchmarking; lead weekly and monthly performance reporting and present actionable insights in trade meetings.
- Evolve European segmentation and CRM strategies (focus on engagement and LTV for UK & France) using CRM/CDP data and partner with global teams to scale tests and best practices.
- Act as European platform owner for CRM and testing tools (Cordial and Email on Acid) and primary contact for email/SMS vendors; manage delivery timelines, POs and invoicing.
- Own the SMS programme across the UK, France and Ireland, optimising campaign and automated journey performance within regional budgets and local regulatory nuances.
- Manage translation agency and associated budgets to ensure regionally and culturally appropriate messaging for German, Italian, Spanish and French subscribers.
- Oversee monthly email and SMS budgets, flexing spend within quarterly plans, and identify process improvements (including AI opportunities) to increase efficiency and performance.
Qualifications
- Minimum 5 years’ experience in email marketing within a global brand or comparable retail/ecommerce environment.
- Hands‑on experience with a large ESP (Cordial preferred) and familiarity with Customer Data Platforms to inform segmentation and CRM communications.
- Proven track record of managing multi‑market campaigns, automated journeys and A/B testing programmes with demonstrable uplift in retention and LTV.
- Advanced analytical capability with experience reporting to commercial stakeholders and optimising against multiple KPIs.
- Strong organisational skills, attention to detail, excellent communication and presentation skills; ability to manage competing priorities and tight deadlines.
Skills
Experience
Minimum of 5 years’ direct experience in email marketing within a global or multi‑market brand, including hands‑on use of an ESP, customer data platforms and analytics to drive segmented campaigns, automated journeys and testing-led optimisation.
Education
Bachelor’s degree in Marketing, Business, Communications or a related discipline — or equivalent practical experience in CRM/retention marketing.
Workplace
The successful candidate will be located in London, England, UK.
Benefits
Hybrid working (3 days office / 2 days remote); Flex Fridays (option to finish early Friday); 1 paid volunteering day per year; learning & development and internal mobility; regular social events; equity, inclusion & diversity initiatives; 25 days holiday plus bank holidays; multi‑brand discount up to 50% (Coach & Kate Spade); private healthcare with health assessment (Bupa); Bupa rewards; private dental cover; 24/7 family building, fertility and menopause support (Maven); eyecare vouchers; employee assistance programme; employer pension contribution; gym discount; interest‑free season ticket loan; cycle to work scheme.
Culture
Coach operates within the Tapestry group and emphasises creativity, inclusivity and consumer obsession. The workplace is collaborative and fast‑paced, with an emphasis on diversity, internal mobility and practical career development across global teams.
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 «Email & SMS Marketing Manager», «CRM Manager — Email & SMS», «Lifecycle & Retention Marketing Manager», «Retention Marketing Manager», «ECRM 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.