What a decade at Coach taught Jennifer Martinez-Velazquez about building modern ecommerce

Episode notes

Creating an ecommerce experience that is both emotionally rich and commercially effective can be complex, because it demands a complete rethinking of how customers actually move through digital ecosystems. Jennifer Martinez-Velazquez, Senior Director of Global Marketing & Digital Experience at Coach, outlines how luxury brands can blend immersive storytelling with rigorous performance measurement. Drawing on a decade at Coach spanning site merchandising, operations, and global marketing leadership, Jennifer explains why customers don’t differentiate between “retail” and “outlet”, they simply experience the brand . This insight led Coach to shift away from noisy, promotion-dominant outlet tactics and toward a cohesive, emotionally consistent brand experience across all channels. Jennifer also breaks down the misconception that ecommerce is linear. Most customers require three to four touchpoints before purchasing, which means brands must prioritize emotional resonance, content-driven PLPs, and brand-led narratives on early visits, while using retargeting and paid media for conversion-focused moments.