Coach has elevated Joon Silverstein to chief marketing officer (CMO).

She succeeds Sandeep Seth, who also serves as chief growth officer (CGO) at parent company Tapestry and is now adding president of Tapestry International, to his title.

Silverstein was most recently svp of creative and sustainability global marketing, as well as head of Coachtopia, a start-up within the brand focused on repurposing old products. 

She has been with Coach for more than a decade, joining the luxury handbag and accessories brand in 2014 as svp of global customer experience. She also held leadership roles at Louis Vuitton and Victoria’s Secret.

In her new role, the exec will set a global, consumer-centric marketing strategy that aligns with Coach’s growth goals. She will also leverage her skills in brand storytelling to strengthen its narrative.

Coachtopia

Silverstein founded Coachtopia in 2023. The sub-brand was built with “a mission to accelerate our transition towards a circular economy in fashion by rapidly prototyping new products, processes and ideas,” per its website.

“Circularity is about reimagining not just the product lifecycle, but the relationship between brand, planet and consumer,” Silverstein said in a statement when the brand launched. 

“We’re building it not just for our consumers, but with them, inviting a growing community of hundreds of Gen Z individuals to join us on our Slack channel, collaborate with us on products, take center stage in our content and campaigns—and reimagine our future together,” she continued.

Since then, Coachtopia has become a hit amongst Gen Z customers for its vibrant, youth-driven designs and commitment to environmental change. 

The sub-brand also drove record growth for Coach.

After Coachtopia launched, Tapestry reported $2.1 billion in revenue, or a 3% year-over-year increase, for its 2024 fiscal second quarter ending December 30, 2023. Growth was driven by Coach, which earned $1.5 billion in revenue during that quarter, or a 6% increase from the year prior.

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