Assistant Manager, Brand & Customer Analytics (2-years Contract)

Make a Lasting Impression. Join Tapestry, the first New York-based house of modern luxury lifestyle brands. A successful career at Tapestry is built on hard work, determination and a genuine passion for what you do. At Tapestry, you are part of a global house of brands that is built around our shared values of optimism, innovation and inclusivity. We believe anyone from anywhere can have the best idea, and with creativity and perseverance, anything is possible.

Whether it be Coach or Kate Spade, each of our great brands around the world helps people express themselves in their own unique ways.  

Primary Purpose: This role reports to the Senior Manager, Brand Marketing, E-commerce & CRM and is responsible for co-creating the customer strategy, leading execution, and developing smarter ways to attract, engage, and retain customers through data-driven insights, segmentation, and personalization.

This is a hands-on role; you’ll co-define the roadmap while also running campaigns, analyzing data and providing data and insights  

The successful individual will leverage their proficiency to...

Harness data to drive decisions (40%)

• Analyze customer behaviour, transactions, and preferences to uncover trends and opportunities that drive acquisition, reactivation, and retention.

• Translate insights into clear, actionable recommendations that accelerate customer growth, repeat purchases, and long-term loyalty.

• Define and prioritize data-led initiatives to support acquisition and retention strategies across retail and digital channels.

• Collaborate with Retail Marketing, Retail, and E-commerce teams to bring insights to life — powering acquisition campaigns, in-store Clienteling, and reactivation efforts aligned with customer behaviour.

• Refine segmentation and targeting to enhance personalization, messaging resonance, and campaign effectiveness.

• Partner with Marketing Analytics to develop CRM dashboards that monitor results and highlight opportunities for continual optimization.

Develop segmentation and scoring (30%)

• Design and maintain dynamic customer segments based on value, behaviour, lifecycle stage, and acquisition potential — enabling precise engagement and reactivation strategies.

• Develop and refine scoring models (e.g., spend value, frequency, recency, engagement level) to anticipate customer potential and inform personalized outreach.

• Activate and validate segments through testing and performance analysis, continuously improving audience definitions and creative personalization.

Manage CRM Campaign Operations (30%)

• Lead the CRM campaign roadmap and calendar, ensuring initiatives across acquisition, reactivation, and retention are strategically aligned, timely, and insight-driven.

• Partner with cross-functional teams to brief and shape messaging, using audience insights and brand storytelling to deliver personalized, high-impact communications.

• Oversee the day-to-day operations of the loyalty programme, fostering community through tailored communications and elevated experiences.

• Create a roadmap for lifecycle communications across email and SMS.

The accomplished individual will possess...

• At least 5 years of relevant experience in CRM and customer analytics in FMCG, Beauty or Retail industries, with proven exposure to acquisition campaign analytics, A/B testing, and performance tracking

• Superior proficiency in Excel & comfortable in using data visualization tools such as Tableau

• Detail-oriented and meticulous. Comfortable with data crunching and reporting

• A driven self-starter who is proactive to problem-solve or initiate improvements

• Organized and highly collaborative within departments

• A team player attitude with a pleasant and mature personality

• Comfort in managing multiple projects and deadlines in a fast-paced environment