Tapestry Senior Public Relations Manager

About Tapestry

Tapestry is a New York–based house of modern luxury, uniting the distinctive worlds of Coach, Kate Spade, and Stuart Weitzman. As an employer, the group offers the scale and sophistication of a global fashion leader while preserving the creative spirit and heritage of its iconic brands. Tapestry cultivates an inclusive, purpose-driven culture where design, craftsmanship, digital innovation, and commercial excellence intersect. Its teams are encouraged to think boldly, grow continuously, and contribute to a more responsible future for fashion, making Tapestry a compelling environment for talent seeking impact, creativity, and international opportunity.

Role & Responsibilities

• Lead the development and execution of an integrated PR and VIP talent strategy to strengthen brand relevance, advance business priorities, and deliver earned visibility.
• Serve as a senior PR partner to global and regional teams, translating brand strategy into communications priorities and supporting locally relevant execution across international markets.
• Drive proactive media relations across fashion, lifestyle, business, and culture; cultivate senior editorial relationships and identify opportunities for features, news, and brand storytelling across print, digital, and broadcast.
• Lead the development, approval, and distribution of press releases, messaging, media briefs, executive talking points, and other PR materials, ensuring a consistent brand voice and accurate key-message pull-through.
• Shape integrated PR plans for launches, campaigns, partnerships, and events; identify distinctive storytelling angles and coordinate strategic outreach to maximize coverage and cultural impact.
• Collaborate with Tapestry Corporate Communications to build executive visibility through select media engagements and speaking opportunities; recommend relevant platforms, strengthen relationships with key editors and reporters, and prepare internal spokespersons for internal and external appearances.
• Apply seasoned communications judgment to sensitive media inquiries and emerging issues, partnering with leadership and relevant internal teams to develop timely, thoughtful responses.
• Own VIP talent strategy and day-to-day execution, identifying and cultivating relationships with established and emerging talent whose style, audience, and cultural relevance align with the brand.
• Build and maintain trusted, high-touch relationships with talent, publicists, managers, agents, and stylists; serve as a primary brand contact and exercise discretion in all interactions.
• Lead VIP dressing, product seeding, gifting, and event engagement, partnering with internal teams and agencies to secure authentic placements and manage outreach, product coordination, and follow-through.
• Develop and evaluate VIP partnership opportunities, including appearances and campaign participation; partner with Legal, Finance, and relevant teams on negotiations, agreements, deliverables, and execution.
• Direct and challenge PR and VIP agencies with clear briefs, priorities, and expectations; oversee scopes, budgets, and execution to ensure proactive thinking, strong coordination, and measurable results.
• Partner with Social, Influence, Marketing, Creative, Editorial, Digital, and Paid Media teams to connect earned media and VIP activity with broader brand initiatives and amplify relevant moments across channels.
• Develop PR’s role in answer engine optimization (AEO) and large language model (LLM) discovery strategy; partner with SEO, Digital, and Editorial teams to strengthen brand visibility and accurate representation in AI-generated answers through authoritative earned media, consistent messaging, and credible third-party sources; monitor brand mentions and source citations to inform strategy.
• Establish objectives and reporting for PR and VIP programs, evaluate coverage quality, message pull-through, talent engagement, and strategic impact, and use results and cultural insights to refine plans and recommend opportunities.

Qualifications

• Excellent written and verbal communication skills.
• Proven experience managing VIP talent and high-touch relationships.
• Extensive experience with corporate and spokesperson message development.
• Strong understanding of premium fashion brand aesthetics and the marketplace.
• Detail-oriented, proactive, and able to multitask and prioritize.
• Experience developing and overseeing the successful execution of strategic communications programs.
• Working knowledge of answer engine optimization (AEO) and large language model (LLM) discovery, including how earned media, authoritative sources, and consistent brand messaging support AI-driven visibility; ability to translate emerging practices into PR strategy in partnership with SEO and digital specialists.
• Proven experience managing direct reports and mentoring talent, with a focus on clear expectations, actionable feedback, and coaching that supports professional growth and career development.
• A strong understanding of the evolving fashion and retail industry, emerging trends, and the factors driving cultural conversations among target audiences.
• Enthusiasm for creative thinking and bringing forward new ideas to push the brand’s boundaries and think outside the box.
• Ability to collaborate with cross-functional teams and contribute to group discussions.
• Competencies include courage, creativity, customer focus, dealing with ambiguity, drive for results, interpersonal savvy, and learning on the fly; people-manager competencies include strategic agility, developing direct reports and others, and building effective teams.

Skills

Experience

Minimum 6 years of public relations management experience in fashion PR or relevant industries such as beauty or lifestyle.

Education

Bachelor’s degree

Benefits

Medical, dental, vision, and disability insurance; 401(k); paid paternity and maternity leave; commuter benefits; tuition assistance.

Culture

Tapestry fosters a collaborative, inclusive workplace where creativity, craftsmanship, and consumer insight come together across its portfolio of iconic fashion and lifestyle brands. As an employer, it encourages entrepreneurial thinking, global perspective, and continuous growth, empowering teams to shape meaningful brand experiences while contributing to a culture of innovation and belonging.

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.