# Joon Silverstein

> Joon Silverstein is the Chief Marketing Officer of Coach, the New York leather goods house inside Tapestry Inc., and the founder of Coachtopia, the circular sub-brand she launched in 2023 to build luxury products out of what the industry usually throws away. She trained first as a cultural anthropologist - a BA from Columbia, fieldwork as a Fulbright Fellow - then added an MBA from Harvard Business School and a stint at The Boston Consulting Group before leading change at Louis Vuitton and Victoria's Secret. She joined Coach in 2014 as SVP of Global Customer Experience and worked her way through digital, ecommerce, creative, sustainability and North America marketing before being elevated to CMO in January 2025. Her signature move is treating consumers as collaborators rather than targets: Coach's spring 2026 'Explore Your Story' campaign was co-created with Gen Z communities from the US to China, and the brand posted 25% revenue growth in fiscal Q2 2026 on the back of its strongest new-customer acquisition on record. She gave a TED Talk at TEDNext 2024 arguing that waste is a human invention, not a law of nature.

- **Role:** Chief Marketing Officer at Coach (Tapestry, Inc.)
- **Organizations:** Coach, Coachtopia, Tapestry, Inc., Louis Vuitton, Victoria's Secret, The Boston Consulting Group, Gold House
- **Nationality:** American
- **Education:** BA, Anthropology, Columbia University, Fulbright Fellow (anthropological fieldwork), Fulbright Program, MBA, Harvard Business School
- **Known for:** Elevated to Chief Marketing Officer of Coach in January 2025 after more than a decade of internal roles, Founded Coachtopia in 2023, a circular sub-brand of Coach designed around waste materials, Coachtopia won the 2024 CFDA Innovation Award

## Career timeline

- **Early career** — Works as a cultural anthropologist, conducting fieldwork as a Fulbright Fellow after a BA from Columbia University
- **Post-MBA** — Builds retail and consumer expertise at The Boston Consulting Group after earning an MBA from Harvard Business School
- **Pre-2014** — Holds leadership roles at Louis Vuitton and Victoria's Secret, focused on customer experience and incubating new businesses
- **2014** — Joins Coach as SVP of Global Customer Experience
- **2014-2024** — Leads global ecommerce and digital, creative, sustainability and North America marketing at Coach
- **2023** — Founds and heads Coachtopia, Coach's circular sub-brand built with and for Gen Z
- **2024** — Coachtopia wins the CFDA Innovation Award; named to Fast Company's World Changing Ideas and Most Innovative Companies lists
- **2024** — Delivers TED Talk 'Luxury, not landfill - the waste-free future of fashion' at TEDNext
- **2024** — Leads a leadership series at the UN COP29 Climate Change Conference
- **2025-01** — Elevated to Chief Marketing Officer of Coach, succeeding Sandeep Seth
- **2026-02** — Launches Coach's 'Explore Your Story' spring campaign, co-created with Gen Z communities across the US and China

## Achievements

- Elevated to Chief Marketing Officer of Coach in January 2025 after more than a decade of internal roles
- Founded Coachtopia in 2023, a circular sub-brand of Coach designed around waste materials
- Coachtopia won the 2024 CFDA Innovation Award
- Coachtopia named to Fast Company's World Changing Ideas and Most Innovative Companies lists
- Delivered the TED Talk 'Luxury, not landfill - the waste-free future of fashion' (TEDNext 2024)
- Led a leadership series at the UN COP29 Climate Change Conference
- Oversaw marketing behind Coach's 25% revenue growth in fiscal Q2 2026 and 2.9 million new customers, the brand's strongest acquisition on record
- Launched Coach (Re)Loved, a program extending the life of used Coach products
- Named by Vogue Business as pioneering circularity in fashion
- Recognised by Gold House alongside Tapestry's Sandeep Seth
- Speaker at Cannes Lions, Advertising Week New York and Sourcing Journal events

## Latest updates

- **2026-02** — Launched Coach's 'Explore Your Story' spring 2026 campaign with Elle Fanning, Storm Reid, Paige Bueckers and others, co-created with Gen Z communities from the US to China
- **2026-02** — Coach reported 25% revenue growth in fiscal Q2 2026, with marketing spend up roughly 40% year over year in support of top-of-funnel brand building
- **2026** — Appeared on The CMO Podcast with Jim Stengel in an episode titled 'From Legacy to Cultural Icon: How Coach Won Gen Z'
- **2025-01** — Elevated to Chief Marketing Officer of Coach

## Links

- Website: https://coach.com
- LinkedIn: https://www.linkedin.com/in/joon-silverstein-487471/
- YouTube: https://www.youtube.com/watch?v=MMaWtHnyP04

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Profile page: https://yespress.io/joon-silverstein
Published by YesPress — https://yespress.io
Last updated: 2026-07-27