Omnichannel Customer Retention, eCommerce Senior Manager Omnichannel Customer Retention, eCommerce Senior Manager


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.

Position Title: Sr. Manager, Omnichannel Customer Retention

Reports to: Director, Marketing & Ecommerce

Location: Tokyo

Primary Purpose:

The primary purpose of the Omnichannel Customer Retention Manager is to develop and execute integrated omnichannel strategies that attract, retain, and expand our brand’s customer base. The goal is to maximize the lifetime value of customers by ensuring a seamless experience across each channel (offline, online, retail, and outlet) and implementing effective retention campaigns and programs. Through a data-driven approach and staying updated on the latest industry trends and technologies, the Omnichannel Customer Retention Manager is dedicated to delivering a best-in-class customer experience and continually evolving retention strategies for our customers.

Key Responsibilities:

  • Design and deploy effective retention campaigns and programs aimed at enhancing customer loyalty and driving repeat business.
  • Maximize customer lifetime value through cross-functional partnership, ensuring a consistent and exceptional experience across all channels (offline, online, retail, and outlet) and all touchpoints (in-store, online sites, emails, traditional direct mails, LINE, SMS, etc.).
  • Collaborate with CRM, IT, Digital and Retail teams as well as external partners to evolve the existing loyalty program and customer communications. Enhance both the technical infrastructure and content to ensure the loyalty program remains compelling and aligned with customer preferences.
  • Take a leadership role in driving initiatives that prioritize the customer experience and foster a customer-centric culture across the organization.
  • Drive the roadmap for retention initiatives, including customer data integration, new channel expansions such as LINE & SMS, and new SFMC and CDP function adaptations.
  • Utilize a data-driven approach to analyze customer behavior, identify trends, and derive insights for refining and optimizing retention strategies.
  • Implement robust measurement mechanisms to evaluate the performance of loyalty programs and retention campaigns. Provide reports and dashboards with actionable insights and make recommendations to drive financial results and improve customer experiences.


  • Bachelor’s degree required.
  • At least 8 years of work experience in marketing or retail business, including 3-5 years experience in omnichannel marketing and customer retention.
  • Knowledge of CRM and clienteling tools, as well as marketing automation platforms such as SFMC, CDP, Snowflake, LINE, etc.
  • Strong oral and written communication skills in Japanese are required. Business-level English is preferred.
  • Strong experience in project management driving customer-centric initiatives and enhancing the overall customer experience.
  • Ability to effectively communicate ideas, strategies, and results to diverse audiences both internally and externally including Leadership team, Retail, business partners such as landlords.
  • Proficient in analyzing data, interpreting trends, and deriving actionable insights to inform decision-making and optimize retention strategies
  • Experience working at a multinational company is preferred, with a proven ability to strategize on a global/regional/local level.
  • Self-starter with a proactive attitude and a growth mindset is a must.

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.

Coach 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. Visit Coach at

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