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.
Primary Purpose: We are seeking a commercially minded and data-driven Digital Testing & Optimisation Manager to lead our experimentation and conversion rate optimisation programme across our Coach digital channel. This role will be responsible for identifying opportunities to improve customer experience, bounce rate, add to cart, checkout completion, conversion, engagement and sales through a structured testing roadmap and insight-led optimisation strategy.
Working closely with Trading, Product, Creative (UX/UI), Analytics, and Technology teams, you will champion a culture of experimentation, using customer insights and data to drive continuous improvement across the end-to-end customer journey.
The successful individual will leverage their proficiency to:
Lead the Europe Digital Testing & Optimisation Programme
- Own and deliver the digital testing and optimisation roadmap across all key customer journeys
- Develop clear hypotheses based on customer behaviour, analytics and business opportunities
- Prioritise testing opportunities using a structured impact and effort framework
- Ensure testing activity aligns to business priorities and strategic objectives
Drive Conversion Rate Optimisation (CRO)
- Work with the Digital Analyst to identify areas of friction within the customer journey and recommend improvements.
- Analyse user behaviour, conversion funnels and site performance to uncover optimisation opportunities.
- Improve key metrics including bounce rate, conversion rate, add-to-bag rate, checkout completion, average order value and customer engagement to drive growth
Execute and Measure Experiments
- Design, implement and evaluate A/B, multivariate and personalisation tests
- Define success metrics and statistical requirements for each experiment
- Monitor test performance and provide clear recommendations based on results
- Build a library of test learnings to inform future optimisation initiatives
Customer Insights & Analytics
- Utilise tools such as Google Analytics, Quantum Metric and other behavioural analytics platforms to understand customer interactions
- Analyse heatmaps, session replays, click behaviour and user journeys to identify opportunities for enhancement
- Partner with Analytics teams to create meaningful reporting and performance dashboards
Stakeholder Management & Collaboration
- Work closely with Ecommerce, UX, Product, CRM and Technology teams globally to identify optimisation opportunities
- Influence stakeholders through data-driven recommendations and clear business cases
- Present insights, test results and optimisation opportunities to senior leadership teams
Personalisation & Innovation
- Support the development of personalisation strategies to deliver more relevant customer experiences
- Stay current with industry trends, emerging technologies and best practices in experimentation and CRO
- Evaluate and pilot new tools and capabilities that enhance testing effectiveness and customer experience
The accomplished individual will possess...
- 4-6+ years' experience in Digital Optimisation, CRO, Ecommerce, Product Analytics or a related field
- Proven experience managing A/B and multivariate testing programmes
- Hands-on experience with Optimizely or a comparable A/B testing and optimisation platform is required
- Strong understanding of ecommerce metrics and customer journey optimisation
- Experience using analytics and optimisation platforms such as Google Analytics 4, Contentsquare, Quantum Metrics, Adobe Analytics or similar
- Experience working with personalisation and experimentation platforms such as Optimizely, Dynamic Yield, or similar solutions would be advantageous
- Strong analytical skills with the ability to translate data into actionable business recommendations
- Experience working within a fast-paced ecommerce environment
- Excellent communication and stakeholder management skills
- Ability to manage multiple projects and priorities simultaneously
Please be advised that we are unable to provide visa sponsorship for this position. As such, you will only be considered if you already possess the right to work in the UK.
What Tapestry can offer you:
Hybrid working (3 days working from the office, 2 days remote)
Option to finish early on a Friday (Flex Fridays)
1 Paid Volunteering Day per year and opportunities to volunteer with global projects
Learning & Development opportunities
Internal mobility & career progression
Regular Social Events - Seasonal & Cultural
Equity Inclusion & Diversity initiatives which include employee resource groups & regional inclusion council
Other benefits include:
25 days holiday in addition to bank holidays
Annual Incentive Plan (company performance bonus)
Multi brand discount up to 50% off – Coach and Kate Spade
Private Healthcare with health assessment (Bupa)
Bupa rewards - Financial wellbeing support and wellness discounts
Private Dental Cover
Free 24/7 support for family building, fertility and menopause with Maven
Eyecare vouchers
Employee Assistance Program
Employer Pension Contribution
Gym discount
Interest free season ticket loan
Cycle to work scheme
At Tapestry, we are committed to building a diverse & inclusive workforce. We know that having a wide range of perspectives and experiences makes us more innovative and brings us closer to our consumers. If you are interested in this role but do not believe you meet all the set criteria, that’s ok. We are happy to work with individuals who have the drive, passion, agility and willingness to learn. So, take a chance and apply; you may just be who we are looking for. We would be delighted to hear from you.
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 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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