Tapestry Email & SMS Manager
- Employment
- Full-Time
- Seniority
- Manager
- Department
- Clienteling, CRM & VIP Relations
- Industry
- Fashion, Apparel & Leather Goods
- Posted
- Apr 15, 2026
About Tapestry
Coach is a global fashion house and part of the Tapestry portfolio, a collective of lifestyle brands that includes Coach and Kate Spade. Tapestry positions itself as a creative, inclusive employer that values innovation, internal mobility and cross‑brand collaboration within a global organisation.
Tapestry (Coach) — Email & SMS Manager in Greater London. Lead European email and SMS strategy to grow retention and lifetime value.
Role & Responsibilities
- Define and execute the European email and SMS strategy to drive customer frequency, retention and lifetime value across full‑price and outlet audiences.
- Plan, brief and deliver all European email programmes including broadcasts, segmented campaigns and automated journeys (welcome, browse, cart abandonment).
- Own platform relationships and vendor management for CRM and testing tools (Cordial, Email on Acid); act as primary contact for platform updates, optimisation and issue resolution.
- Lead A/B testing and experimentation roadmap across copy, layout, offers, targeting and personalisation; ensure statistical rigour and clearly documented learnings.
- Manage end‑to‑end reporting and insights for email and SMS performance; present results and actionable recommendations in trade and cross‑functional meetings.
- Develop and evolve European segmentation and CRM strategies (focus on engagement and LTV), collaborating with global teams to align on modelling, subscriber growth and success metrics.
- Oversee monthly budgets, purchase orders and invoicing for email and SMS platforms; manage translation agency and ensure culturally appropriate messaging for German, Italian, Spanish and French markets.
- Drive creative briefing, quality control and template governance with design and HTML development teams to maximise deliverability, engagement and conversion.
- Own the SMS programme for the UK, France and Ireland, optimising campaigns and automated journeys while managing regional budgets and local nuances.
- Identify process improvements and innovation opportunities, including application of AI and automation to scale CRM operations.
Qualifications
- Minimum 5 years' experience in email marketing within a global brand or large multi‑market environment.
- Proven experience working with a major ESP (Cordial preferred) and understanding of Customer Data Platforms to inform CRM communications.
- Advanced analytical capability with hands‑on experience using Tableau and Google Analytics for performance analysis and reporting.
- Advanced Excel skills and experience managing multiple KPIs and testing programmes.
- Demonstrable experience managing vendors, budgets, translation/localisation partners and cross‑functional stakeholders.
- Excellent communication and presentation skills; highly organised with strong attention to detail and the ability to prioritise under tight deadlines.
Skills
Experience
At least 5 years of hands‑on experience in email marketing within a global or multi‑market retail/fashion brand, including ownership of multi‑market programmes, testing roadmaps and platform relationships.
Education
Bachelor’s degree in Marketing, Business, Communications or a related field preferred.
Workplace
This position is based in London, England, UK.
Benefits
Hybrid working (3 days office / 2 remote); Flex Fridays (option to finish early on Friday); 1 paid volunteering day; learning & development and internal mobility; regular social events; diversity & inclusion initiatives; 25 days holiday plus bank holidays; Annual Incentive Plan (company performance bonus); multi‑brand discount up to 50% (Coach & Kate Spade); Private Healthcare (Bupa) with health assessment; Bupa rewards; Private Dental Cover; 24/7 family building, fertility and menopause support (Maven); eyecare vouchers; Employee Assistance Program; employer pension contribution; gym discount; interest‑free season ticket loan; cycle to work scheme.
Culture
Tapestry cultivates a creative, inclusive and collaborative workplace across its family of brands. The organisation emphasises internal mobility, continuous learning and cross‑disciplinary collaboration, with a strong focus on customer‑centricity and diverse perspectives informing product and marketing decisions.
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 and SMS Marketing Manager», «CRM & Messaging Manager», «Retention and Lifecycle Marketing Manager», «Digital CRM 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.