Overview
Kate Spade New York is a global lifestyle brand offering seasonal collections of handbags, ready-to-wear, jewelry, footwear, home décor, and more. We are part of the Tapestry portfolio and committed to optimism, innovation, and inclusion. We are seeking a strategic and data-driven Senior Manager of Retention to lead our Email, SMS, and Consumer Lifecycle Marketing efforts. This role drives customer engagement, loyalty, and lifetime value through personalized, timely, and relevant communications across owned channels. The role will own the end-to-end strategy and execution of lifecycle programs, working cross-functionally with Creative, Product, Analytics, and Marketing teams to deliver best-in-class retention experiences.
Responsibilities
Retention Strategy & Execution
Develop and lead the overall retention strategy across Email, SMS, and other owned channels.
Design and optimize lifecycle journeys including onboarding, win-back, reactivation, and loyalty programs.
Own segmentation strategies to deliver personalized messaging based on behavioral, transactional, and demographic data.
Channel Management
Oversee campaign planning, calendar management, and execution for Email and SMS.
Partner with creative and content teams to ensure messaging aligns with brand voice and drives engagement.
Manage A/B testing and experimentation to continuously improve performance.
Analytics & Optimization
Define KPIs and reporting frameworks to measure campaign effectiveness and customer retention.
Analyze performance data to uncover insights and inform future strategies.
Collaborate with Analytics teams to build predictive models and customer scoring.
Cross-Functional Collaboration
Work closely with Product, Buying, Digital, and Customer Experience teams to ensure seamless customer journeys.
Partner with Acquisition and Brand teams to ensure consistent messaging across the funnel.
Technology & Tools
Manage relationships with ESPs, SMS platforms, and other Martech vendors.
Stay current on industry trends and emerging technologies to drive innovation.
Team Management
Direct development plan and provide oversight of 3 team members (2 Associates & 1 Coordinator).
The Accomplished Individual Will Possess
6+ years of experience in a digital marketing role, with required email marketing experience. An equivalent combination of work experience and education will be considered.
Experience with a large-scale ESP is required; SFMC experience preferred.
Understanding of email fundamentals: CAN-SPAM, segmentation, list/data extension management, KPIs, etc.
Experience in HTML/CSS/AMPScript preferred.
Advanced Excel skills (VLOOKUP, Pivot Tables, SUMIF statements, etc.).
An Outstanding Professional Will Have
Strong analytical and project management skills.
Detail oriented with focus on delivering results.
Self-starter, takes initiative, with the ability to juggle multiple priorities.
Ability to partner with multiple cross-functional teams.
Excellent oral and written communication skills.
Our Competencies
For All Employees
Courage: Provides direct, actionable feedback; handles difficult situations promptly.
Creativity: Generates new and unique ideas; connects unrelated concepts.
Customer Focus: Delivers value by understanding and meeting customer needs.
Dealing with Ambiguity: Adapts quickly to change and uncertainty.
Drive for Results: Strives to exceed goals and deliver outcomes.
Interpersonal Savvy: Builds relationships across the organization.
Learning on the Fly: Learns quickly and applies knowledge to new tasks.
For All People Managers
Strategic Agility: Thinks ahead and plans effectively.
Developing Direct Reports and Others: Provides growth opportunities and feedback.
Building Effective Teams: Fosters collaboration and belonging.
Kate Spade is an equal opportunity and affirmative action employer. All employment decisions are based on qualifications as they relate to the position, without regard to age, sex, sexual orientation, gender identity, genetic characteristics, race, color, creed, religion, ethnicity, national origin, disability, marital status, military status, pregnancy, or any other protected basis prohibited by law.
Americans With Disabilities Act (ADA) accommodations: Tapestry will provide reasonable accommodation for disabilities or religious beliefs. If you require accommodation to complete the application process, please contact Tapestry People Services at 1-855-566-9264 or employeerelations@tapestry.com.
Visit Kate Spade at www.katespade.com.
Work Setup: Hybrid
Base Pay Range: $115,000.00 to $138,000.00 annually
Benefits include medical, dental, vision, 401(k), paid parental leave, commuter benefits, disability insurance, and tuition assistance. A complete list of U.S. Corporate Compensation & Benefits is available.
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Responsibilities
Retention Strategy & Execution
Develop and lead the overall retention strategy across Email, SMS, and other owned channels.
Design and optimize lifecycle journeys including onboarding, win-back, reactivation, and loyalty programs.
Own segmentation strategies to deliver personalized messaging based on behavioral, transactional, and demographic data.
Channel Management
Oversee campaign planning, calendar management, and execution for Email and SMS.
Partner with creative and content teams to ensure messaging aligns with brand voice and drives engagement.
Manage A/B testing and experimentation to continuously improve performance.
Analytics & Optimization
Define KPIs and reporting frameworks to measure campaign effectiveness and customer retention.
Analyze performance data to uncover insights and inform future strategies.
Collaborate with Analytics teams to build predictive models and customer scoring.
Cross-Functional Collaboration
Work closely with Product, Buying, Digital, and Customer Experience teams to ensure seamless customer journeys.
Partner with Acquisition and Brand teams to ensure consistent messaging across the funnel.
Technology & Tools
Manage relationships with ESPs, SMS platforms, and other Martech vendors.
Stay current on industry trends and emerging technologies to drive innovation.
Team Management
Direct development plan and provide oversight of 3 team members (2 Associates & 1 Coordinator).
The Accomplished Individual Will Possess
6+ years of experience in a digital marketing role, with required email marketing experience. An equivalent combination of work experience and education will be considered.
Experience with a large-scale ESP is required; SFMC experience preferred.
Understanding of email fundamentals: CAN-SPAM, segmentation, list/data extension management, KPIs, etc.
Experience in HTML/CSS/AMPScript preferred.
Advanced Excel skills (VLOOKUP, Pivot Tables, SUMIF statements, etc.).
An Outstanding Professional Will Have
Strong analytical and project management skills.
Detail oriented with focus on delivering results.
Self-starter, takes initiative, with the ability to juggle multiple priorities.
Ability to partner with multiple cross-functional teams.
Excellent oral and written communication skills.
Our Competencies
For All Employees
Courage: Provides direct, actionable feedback; handles difficult situations promptly.
Creativity: Generates new and unique ideas; connects unrelated concepts.
Customer Focus: Delivers value by understanding and meeting customer needs.
Dealing with Ambiguity: Adapts quickly to change and uncertainty.
Drive for Results: Strives to exceed goals and deliver outcomes.
Interpersonal Savvy: Builds relationships across the organization.
Learning on the Fly: Learns quickly and applies knowledge to new tasks.
For All People Managers
Strategic Agility: Thinks ahead and plans effectively.
Developing Direct Reports and Others: Provides growth opportunities and feedback.
Building Effective Teams: Fosters collaboration and belonging.
Kate Spade is an equal opportunity and affirmative action employer. All employment decisions are based on qualifications as they relate to the position, without regard to age, sex, sexual orientation, gender identity, genetic characteristics, race, color, creed, religion, ethnicity, national origin, disability, marital status, military status, pregnancy, or any other protected basis prohibited by law.
Americans With Disabilities Act (ADA) accommodations: Tapestry will provide reasonable accommodation for disabilities or religious beliefs. If you require accommodation to complete the application process, please contact Tapestry People Services at 1-855-566-9264 or employeerelations@tapestry.com.
Visit Kate Spade at www.katespade.com.
Work Setup: Hybrid
Base Pay Range: $115,000.00 to $138,000.00 annually
Benefits include medical, dental, vision, 401(k), paid parental leave, commuter benefits, disability insurance, and tuition assistance. A complete list of U.S. Corporate Compensation & Benefits is available.
#J-18808-Ljbffr