Senior Director, Media and Retention

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. Known for its rich heritage and unique brand DNA, Kate Spade New York offers a distinctive point of view and celebrates communities of women around the globe who live their perfectly imperfect lifestyles. 

 

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. Visit Our People page to learn more about Tapestry's commitment to equity, inclusion, and diversity.

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. The Sr. Director will oversee media, CRM and email/SMS planning and execution for North America, with a north star of bringing our brand to life through a cohesive 360 omnichannel experience for the consumer and an effective and efficient paid and owned media driving results for both online and store business. 

 

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. This requires partnership with cross-functional departments and corporate teams to align on objectives, success factors, operating plans / activities.  

• Create a comprehensive plan for digital assets, ensuring a seamless experience for the customer across her purchase journey. Ensure content is created in alignment with platform best practices  

• 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. Lead in-flight optimizations and post campaign wrap up inclusive of quantitative analysis, customer insights, findings and recommendations across all touchpoints of Paid, Owned and Earned Media.  

• 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. Enables fluid on-the-go budget spend framework informed by real time campaign performance analysis that minimizes ineffective spend and maximizes ROI. 

• Regularly monitor media and digital trends, ensuring Kate Spade remains on the forefront of innovation. Develop a POV on new & emerging platforms/mediums and bring relevant opportunities for first mover advantage to life through thoughtful strategies 

• 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 a