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Coach looks to build digital operations

Looking to bolster its initiatives across Asia, Coach is on the hunt for new senior digital manager.

Based in Hong Kong, Coach said a new role will be filled to drive and execute on key digital media strategies including e-PR and the company’s website content in Asia, including owned and social media initiatives.

With the growing importance of the China market, Coach has developed a large digital presence on China social media platforms including Renren, Sina Weibo, Douban, Jiepang, a Chinese-language official website, as well as its newest account on WeChat to appeal to Chinese consumers.

The label has proven its understanding of the China market through some highly engaging media event in recent years. They include a CNY e-card campaign spanning its official Chinese-language website and Weibo, “New York Style” campaign on Weibo, “check-in” campaign in collaboration with Jiepang, and even a psychological testing game on Douban.

Globally, Coach has more than 4.9 million Facebook fans with over 500,000 and 300,000 followers on Twitter and Instagram respectively.

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