Kate Spade New York
Since its launch in 1993 with a collection of six essential handbags, Kate Spade New York has always been colorful, bold, and optimistic. Today, it is a global lifestyle brand that designs extraordinary things for the everyday, delivering seasonal collections of handbags, ready-to-wear, jewelry, footwear, home décor, and more.
Kate Spade New York is part of the Tapestry portfolio - a global house of brands committed to stretching what's possible. A member of the Tapestry family, we are part of a global house of brands that has unwavering optimism and is committed to being innovative and wholly inclusive.
Primary Purpose:
The Sr. Director of Consumer Engagement (Media & Retention) is responsible for leading a multi-disciplinary team to develop an integrated media and retention strategy/plan/execution across online and offline paid touch points. Essential Duties and Responsibilities:
Develop annual media and email/SMS strategies based on brand, business and customer goals Proactively own and manage digital marketing annual budget Define all steps of the consumer journey and lead the NA omnichannel strategy, focused on mass / digital media and CRM touchpoints. Create a comprehensive plan for digital assets, ensuring a seamless experience for the customer across her purchase journey. Drive brand heat through upper funnel campaigns that result in sustained brand awareness and consideration. Working closely with brand creative and production teams to provide clear briefs, translate seasonal brand concepts into media campaigns and activations which build key equities and brand heat. Establish success metrics, measurement plans and benchmarks for each major campaign. Drive business growth through mid/lower funnel campaigns across social, search and affiliate channels, as well as email/SMS campaigns ensuring short- and long-term business goals are met, pivoting and optimizing as needed Effectively collaborate with buying, planning and commerce teams to ensure plans are aligned to business goals. Oversee in-flight optimizations to deliver monthly NA eCommerce goals. Regularly monitor media and digital trends, ensuring Kate Spade remains on the forefront of innovation. Identify must win and ownable media moments for Kate Spade, opportunities to connect with our core audience, grow share of voice and acquire new customers Identifies and proactively finds new ways to improve consumer engagement process and work flows to center strategies around consumer and data/insights, with clear ownership, deliverables and accountability across stakeholders. Report weekly, monthly and quarterly metrics with hindsights that inform future planning Own vendor/agency relationship management Skills and Abilities Required:
Digitally savvy with strong working knowledge of social advertising across brand and performance campaigns on platforms including FB/IG, YouTube, Pinterest and TikTok Experience building campaigns for and successfully connecting with audiences on TikTok preferred Experience across various media channels including, print, OOH, partnerships and video Strong media analytics skills with experience in managing substantial media budget for full funnel in-flight optimizations Strong negotiating skills, excellent communication and relationship building skills Partnership oriented and familiarity in working in a matrixed organization An outstanding professional will have:
10+years of relevant working experience; an equivalent combination of education and experience will be considered Strong retail business acumen Previous media agency experience preferred Kate Spade is an equal opportunity and affirmative action employer and we pride ourselves on hiring and developing the best people. All employment decisions are based on the applicant's or employee's qualifications as they relate to the requirements of the position under consideration. Tapestry, Inc. will provide applicants and employees with reasonable accommodation for disabilities or religious beliefs. If you require reasonable accommodation to complete the application process, please contact Tapestry People Services at 1-855-566-9264 or employeerelations@tapestry.com The work setup for this role is HYBRID. The base pay range for this position is $184,000 to $260,000 annually. We offer a range of benefits, including medical insurance, dental insurance, vision insurance, 401(K), paid paternity and maternity leave, commuter benefits, disability insurance, and tuition assistance.
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The Sr. Director of Consumer Engagement (Media & Retention) is responsible for leading a multi-disciplinary team to develop an integrated media and retention strategy/plan/execution across online and offline paid touch points. Essential Duties and Responsibilities:
Develop annual media and email/SMS strategies based on brand, business and customer goals Proactively own and manage digital marketing annual budget Define all steps of the consumer journey and lead the NA omnichannel strategy, focused on mass / digital media and CRM touchpoints. Create a comprehensive plan for digital assets, ensuring a seamless experience for the customer across her purchase journey. Drive brand heat through upper funnel campaigns that result in sustained brand awareness and consideration. Working closely with brand creative and production teams to provide clear briefs, translate seasonal brand concepts into media campaigns and activations which build key equities and brand heat. Establish success metrics, measurement plans and benchmarks for each major campaign. Drive business growth through mid/lower funnel campaigns across social, search and affiliate channels, as well as email/SMS campaigns ensuring short- and long-term business goals are met, pivoting and optimizing as needed Effectively collaborate with buying, planning and commerce teams to ensure plans are aligned to business goals. Oversee in-flight optimizations to deliver monthly NA eCommerce goals. Regularly monitor media and digital trends, ensuring Kate Spade remains on the forefront of innovation. Identify must win and ownable media moments for Kate Spade, opportunities to connect with our core audience, grow share of voice and acquire new customers Identifies and proactively finds new ways to improve consumer engagement process and work flows to center strategies around consumer and data/insights, with clear ownership, deliverables and accountability across stakeholders. Report weekly, monthly and quarterly metrics with hindsights that inform future planning Own vendor/agency relationship management Skills and Abilities Required:
Digitally savvy with strong working knowledge of social advertising across brand and performance campaigns on platforms including FB/IG, YouTube, Pinterest and TikTok Experience building campaigns for and successfully connecting with audiences on TikTok preferred Experience across various media channels including, print, OOH, partnerships and video Strong media analytics skills with experience in managing substantial media budget for full funnel in-flight optimizations Strong negotiating skills, excellent communication and relationship building skills Partnership oriented and familiarity in working in a matrixed organization An outstanding professional will have:
10+years of relevant working experience; an equivalent combination of education and experience will be considered Strong retail business acumen Previous media agency experience preferred Kate Spade is an equal opportunity and affirmative action employer and we pride ourselves on hiring and developing the best people. All employment decisions are based on the applicant's or employee's qualifications as they relate to the requirements of the position under consideration. Tapestry, Inc. will provide applicants and employees with reasonable accommodation for disabilities or religious beliefs. If you require reasonable accommodation to complete the application process, please contact Tapestry People Services at 1-855-566-9264 or employeerelations@tapestry.com The work setup for this role is HYBRID. The base pay range for this position is $184,000 to $260,000 annually. We offer a range of benefits, including medical insurance, dental insurance, vision insurance, 401(K), paid paternity and maternity leave, commuter benefits, disability insurance, and tuition assistance.
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