Sr. Manager, Demand Generation and Creative Strategy

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.

 

 

We are seeking a strategic and creative Senior Manager of Demand Generation to lead upper-funnel media initiatives and drive awareness, engagement, and lead acquisition of Kate Spade’s Core consumer. This role will also own the creative strategy and briefing process for full-funnel media campaigns, ensuring cohesive storytelling and message alignment across all stages of the customer journey. You’ll collaborate cross-functionally with creative, marketing, and analytics teams to build and optimize campaigns that fuel pipeline growth. This role reports into the Senior Director of Media & Retention and will play a key role in the transformation of Kate Spade New York, focusing on driving brand awareness, relevance and consideration with younger consumers.

 

Successful individuals will leverage their proficiency in Demand Generation marketing to:

 

Build Demand Generation Campaign Strategy & Oversee Implementation

• Develop and execute top-of-funnel strategies that drive brand heat with younger consumers
• Collaborate with cross functional teams to plan and execute integrated campaigns.
• Work closely with Media Agency partners to build strategic and tactical plans that ladder back to campaign objectives.

• Ensure successful and timely implementation of media plans and testing, partnering closely with agency to manage deliverables and timelines
• Partner with relevant cross-functional partners (ecommerce, marketing, creative, buying, PR) to identify optimal content and linking strategies

 

Channel Strategy & Optimization

• Manage and optimize upper-funnel channels including Video & Display (YouTube), Paid social (Meta, TikTok, etc.), Paid Influencer (Affiliate), Publisher/Partner marketing (Direct & via Affiliate)
• Test new platforms and formats to expand reach and improve engagement.

 

Creative Strategy & Briefing

• Lead the development of creative briefs for full-funnel paid media campaigns, ensuring alignment with brand voice, audience insights, platform best practices, and campaign objectives.
• Partner with creative, marketing, and channel teams to produce compelling assets tailored to each stage of the funnel (awareness, consideration, conversion).

• Partner closely with organic social team and agency to identify opportunities for content creation and paid boosting

• Ensure consistency in messaging and visual identity across all channels and touchpoints.
• Facilitate creative reviews and feedback loops to optimize asset performance and storytelling.

• Manage custom content workstreams (inclusive of influencer/creator & affiliate/publisher content), ensuring programs are executed in accordance with campaign objectives

 

Measurement & Insights

• Define and track KPIs for upper-funnel success (e.g., Brand Lift metrics).
• Collaborate with analytics and marketing operations to ensure accurate reporting and actionable insights.

• Monitor sentiment of paid social ads, deriving trends and insights

• Use data to inform creative iterations and media mix decisions.

 

Cross-Functional Collaboration