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.