Tapestry Performance Marketing Manager
- Location
- Greater LondonEnglandUK
- Employment
- Full-Time
- Seniority
- Manager
- Department
- E-Commerce, Digital & Data Analytics
- Industry
- Fashion, Apparel & Leather Goods
- Posted
- May 20, 2026
About Tapestry
Coach is an internationally recognised luxury fashion house known for leather goods and accessories and is part of the Tapestry portfolio. As a maison within Tapestry, Coach operates with a global perspective and an emphasis on creativity, inclusive branding and commercial innovation across wholesale, retail and digital channels.
Coach (Tapestry) seeks a Performance Marketing Manager in Greater London to lead SEM, paid social, SEO and measurement.
Role & Responsibilities
- Own and execute the end-to-end SEM growth strategy across multiple European markets with full accountability for revenue, ROAS and efficiency targets.
- Serve as the in‑house SEM subject‑matter expert across Google Ads products (Search, Performance Max, Demand Gen, YouTube) and AI‑led bidding solutions.
- Design and implement a structured test‑and‑learn roadmap covering account structure, bidding, feeds, audience signals, formats and automation with clear hypotheses and decision frameworks.
- Forecast and manage SEM budgets as the primary paid investment channel; dynamically reallocate spend based on marginal returns and incrementality insights.
- Partner with Finance and Analytics to translate SEM performance into credible revenue forecasts and growth scenarios to unlock incremental investment.
- Lead measurement, attribution and incrementality workstreams (GA4, MTA/MMM), ensuring tracking, conversion measurement and data integrations are best‑in‑class.
- Diagnose funnel conversion drop‑offs and collaborate with eCommerce and CRO teams to optimise landing pages and user journeys.
- Provide strategic oversight of paid social (Meta, TikTok), SEO/AEO and affiliate programmes to ensure complementary investment and incremental value.
- Manage agency relationships and set governance, delivery standards and performance targets across performance channels.
- Scale best practices across regional markets while adapting for market maturity, competition and demand; establish a rigorous performance operating rhythm including dashboards and experimentation cycles.
Qualifications
- Proven track record driving SEM performance at scale and delivering strong revenue growth against ambitious targets.
- Advanced, hands‑on expertise with Google Ads products including Performance Max, Demand Gen, smart bidding, feeds and automation.
- Strong technical understanding of measurement, attribution and incrementality (GA4, MTA/MMM) and experience applying those insights to investment decisions.
- Experience managing large multi‑market budgets and making cross‑market prioritisation decisions.
- Demonstrable experience managing agencies and/or direct reports and communicating strategic recommendations to senior stakeholders.
- Experience within a performance vendor in‑house team or running large accounts at a global advertising agency.
- Highly analytical, commercially minded and detail‑oriented.
Skills
Experience
Senior marketing professional with extensive hands‑on SEM experience, proven management of multi‑market budgets and a history of running large, performance‑driven accounts or agency teams at scale.
Education
Bachelor’s degree in Marketing, Business, Economics or a related discipline preferred; Master’s degree or equivalent commercial experience is an advantage.
Workplace
This position is based in Greater London, England, UK.
Benefits
Hybrid working (3 days office / 2 days remote); Flex Fridays (option to finish early); 1 paid volunteering day; Learning & Development and internal mobility; regular social events and inclusion initiatives; 25 days holiday plus bank holidays; Annual Incentive Plan (company performance bonus); multi‑brand discount (up to 50% off Coach and 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
Coach (part of Tapestry) cultivates a creative, inclusive and consumer‑centric workplace that values diversity, experimentation and commercial rigor. Teams operate with optimism and a collaborative mindset, emphasising career mobility, learning and cross‑functional partnership between brand, product and analytics.
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 «Paid Search Manager», «SEM Manager», «Digital Acquisition Manager», «Growth Marketing Manager», «Performance Media Lead», and other variations. Our sophisticated search architecture anticipates these variations, ensuring that inquiries using related terms will seamlessly yield the exact roles you desire.