Lew Frankfort spent 35 years leading Coach, transforming it from a small, $6 million leather goods company into a $5 billion global brand — and redefining what modern American luxury could look like along the way. Published by Harvard Business Review, his memoir, Bag Man, tells the inside story of that journey: a blend of leadership lessons, brand reinvention, and the philosophy that shaped one of the most enduring names in fashion. Written for founders, leaders, and anyone curious about how iconic brands are built, Bag Man pulls back the curtain on the decisions, risks and values that powered Coach’s rise.

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The Project

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As part of the book’s launch, I led Lew’s social media strategy across Instagram and LinkedIn — developing his digital presence from the ground up, shaping a cohesive narrative, and producing original short-form content tied to his press, partnerships and speaking events. I created a suite of graphic assets and more than 20 videos. This included collaborating with creators, brands and industry leaders including Coach, Gary Vaynerchuk, Veronica Beard, Zibby Owens, and Danielle Robay to extend the book’s reach.

 

The Result

Within the first three months, Lew's audience grew by more than 800%. Engagement also strengthened across every platform. To see more, follow Lew on Instagram and LinkedIn.