- Job Title: Senior Manager, Demand Generation Media
- Company: Coach (Tapestry)
- Location: Shanghai, China
- Job Type: On-site, Full-time
- Category: Marketing
- Date Posted: April 10, 2025
🚀 Job Overview
Key aspects of this role include:
- Leading media strategy deployment to drive brand transformation in China
- Managing annual demand generation media plan based on business targets and brand KPIs
- Collaborating with global media, brand analytics, and brand marketing teams
- Briefing media agency, delivering campaign media plan, and optimizing in-flight performance
- Applying deep understanding of media methodology, trends, and consumer behavior to improve strategy
- Managing media purchase orders and tracking financial reconciliation
- Supporting competitive and ad hoc tracking and analyses from a media perspective
ASSUMPTION: This role requires a strategic mindset, strong analytical skills, and the ability to work effectively with cross-functional teams.
📋 Key Responsibilities
- Media Planning and Budget Management:
- Lead media strategy deployment to bring to life brand transformation in China
- Manage annual and by season demand generation media plan based on business targets and brand KPIs
- Collaborate with global media, global brand analytics, and global brand marketing teams to translate global brand vision into actionable demand generation plans in China
- Set primary outcome and diagnosis KPIs, brief media agency, and deliver campaign media plan and spot plan
- Develop in-flight tracking methodology and drive in-flight optimization
- Work with brand marketing team to identify best formats and content needs based on STDC framework
- Manage media partner's execution and weekly meetings
- Partner with media analytics team on weekly, monthly, and quarterly tracking
- Media Strategy Improvement:
- Apply deep and up-to-date understanding of media methodology, media productivity, consumer, and market trends to revise and improve mid-long term media strategy and tactics
- Work with demand capture media, marketing analytics, and Tapestry digital to develop customer full journey data tracking and link media performance with customer behavior and outcome
- Media Purchase Order Management:
- Manage media purchase orders and track financial reconciliation
- Support competitive and ad hoc tracking and analyses from a media perspective
ASSUMPTION: This role involves a high degree of cross-functional collaboration and requires strong project management skills.
🎯 Required Qualifications
- Education: Bachelor's degree in Marketing, Business, or a related field
- Experience: 10+ years of working experience in media agency or in-house media planning role for mid to high budget level brands, FMCG background preferred
- Required Skills:
- Solid knowledge in media planning, media buying, and media KPI analyses to ensure effectiveness and efficiency targets
- Ability to work with internal partners and external partners for media and media buying agency
- Strong analytical mindset and result-driven approach
- Nimble learner with curiosity and passion in media
- Strong communication skills in English
Preferred Skills:
- Experience working with global brands and cross-functional teams
- Familiarity with the Chinese media landscape and consumer behavior
- Proficiency in Mandarin Chinese
ASSUMPTION: Candidates with experience in fast-moving consumer goods (FMCG) brands and a strong understanding of the Chinese market will be at an advantage.
💰 Compensation & Benefits
- Salary Range: ¥450,000 - ¥600,000 per year (based on industry standards for senior media managers in Shanghai)
- Benefits:
- Health benefits (medical, dental, vision)
- Life insurance and disability insurance
- 401(k) savings plan
- Paid time off for wellness needs and vacations
- Employee discounts on Coach products
- Incentive compensation
Working Hours: 40 hours per week, with flexibility for project demands
ASSUMPTION: The salary range is estimated based on industry standards for senior media managers in Shanghai. Actual compensation may vary based on experience and qualifications.
📌 Applicant Insights
🔍 Company Context
- Industry: Retail Apparel and Fashion
- Company Size: 10,001+ employees
- Founded: 1941 (Coach), 2007 (Tapestry)
- Company Description: Tapestry is a global house of brands committed to stretching what’s possible. Our portfolio includes Coach, Kate Spade New York, and Stuart Weitzman. We embrace diversity, sustainability, and innovation to create iconic, accessible, and aspirational products.
- Company Specialties: Luxury accessories, handbags, footwear, and apparel
📊 Role Analysis
- Career Level: Senior Manager
- Reporting Structure: Reports directly to the Regional Marketing Director or equivalent role
- Work Arrangement: On-site, full-time, with flexibility for remote work during specific periods
- Growth Opportunities: Potential career progression within the marketing department or broader Tapestry organization
ASSUMPTION: This role offers opportunities for professional development and growth within a large, global organization.
🌍 Location & Work Environment
- Office Type: Modern, collaborative office space in Shanghai
- Office Location: 1717 Nanjing Road West, Shanghai, 200040, China
- Geographic Context: Shanghai is a bustling metropolis with a rich cultural scene, diverse dining options, and extensive public transportation
- Work Schedule: Standard office hours with flexibility for project demands
ASSUMPTION: Living and working in Shanghai offers a unique blend of modern city life and traditional Chinese culture.
💼 Interview & Application Insights
- Typical Process: Online application submission, phone or video screening, in-depth interviews with hiring managers and team members, and final decision
- Key Assessment Areas: Media planning and strategy, analytical skills, communication, and cultural fit
- Application Tips:
- Tailor your resume and cover letter to highlight relevant media planning, buying, and analysis experience
- Prepare examples of successful media campaigns and their outcomes
- Research the company and role to demonstrate your understanding and enthusiasm
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Google Workspace (Google Docs, Sheets, Slides)
- Media planning and buying platforms (e.g., Google Ads, Facebook Ads, LinkedIn Ads)
- Data analysis tools (e.g., Google Analytics, Tableau, Power BI)
- Project management tools (e.g., Asana, Trello, JIRA)
👔 Cultural Fit Considerations
- Company Values: Courage, creativity, customer focus, dealing with ambiguity, drive for results, interpersonal savvy, learning on the fly
- Work Style: Collaborative, innovative, data-driven, and results-oriented
- Self-Assessment Questions:
- How have you demonstrated courage in a previous role, and how might you apply it in this position?
- Describe a time when you had to deal with ambiguity, and how did you approach it?
- How do you balance creativity and data-driven decision-making in your work?
⚠️ Potential Challenges
- Navigating a large, global organization with multiple brands and stakeholders
- Managing a significant budget and high expectations for media performance
- Adapting to a dynamic market and consumer behavior in China
📈 Similar Roles Comparison
- Media Manager (FMCG Brand) vs. Senior Manager, Demand Generation Media:
- This role focuses more on strategic planning and cross-functional collaboration compared to a media manager role within an FMCG brand
- The senior manager role requires a broader understanding of the brand portfolio and consumer behavior across multiple brands
📝 Sample Projects
- Developing a comprehensive media strategy for a new product launch across multiple channels and regions
- Optimizing media spend and allocation based on real-time performance data and market trends
- Collaborating with global teams to create consistent and effective media campaigns across brands and regions
💡 Key Questions to Ask During Interview
- How does this role fit into the broader marketing strategy for the Coach brand in China?
- What are the key priorities for the first 90 days in this role?
- How does the company support the professional development of its employees?
- What are the most significant challenges facing the brand in the Chinese market, and how can this role address them?
📌 Next Steps for Applicants
- To apply for this position:
- Submit your application through [this link](https://careers.tapestry.com/coach/job/Shanghai-Sr_-Manager%2C-Demand-Generation-Media-SH/1280988100/)
- Tailor your resume and cover letter to highlight relevant media planning, buying, and analysis experience
- Prepare examples of successful media campaigns and their outcomes
- Research the company and role to demonstrate your understanding and enthusiasm
- Follow up with the hiring manager after your interview to express your interest in the role
⚠️ Disclaimer
This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
