Joon Silverstein is Chief Marketing Officer at Coach, where she leads brand-building and marketing-led growth strategies to drive the brand’s acceleration as a platform for self-expression. Since joining in 2014, she has been a change agent in multiple roles across customer experience, global e-commerce and digital, marketing, and sustainability. As Chief Marketing Officer, she continues to challenge traditional fashion and luxury paradigms through purpose-led storytelling, consumer co-creation, and innovative media strategies.
 
Her dedication to addressing fashion’s environmental impact led her to found Coachtopia, a Coach sub-brand pioneering circularity in fashion. She has since championed industry-wide change by sharing its learnings through global platforms—including a TED Talk on reimagining waste and a leadership series at the UN COP29 Climate Change Conference. Coachtopia has been widely recognized, including being named to Fast Company’s World Changing Ideas and Most Innovative Companies lists, winning the 2024 CFDA Innovation Award, and having its mission described by Vogue Business as “the type of drastic change that fashion needs to embrace.” 
 
Ms. Silverstein began her career as a cultural anthropologist, earning a bachelor of arts in anthropology from Columbia University before conducting fieldwork as a Fulbright Fellow. Her experience as a second-generation Korean American inspired this pursuit—and her lifelong focus on understanding human identity and culture as drivers of change. She subsequently combined her passion for anthropology with a master of business administration from Harvard Business School to drive consumer-centric transformation at BCG, Victoria’s Secret, and Louis Vuitton before joining Coach.