Director, Retention
Tapestry, Inc., New York, NY, United States
Primary Purpose
The Director, Retention & Lifecycle Marketing is the strategic owner of Kate Spade North America\'s customer lifecycle and retention marketing programs. This role sets the audience and engagement strategy, owns the lifecycle roadmap, and leads a rigorous testing and optimization agenda across Email, SMS, and Consumer Lifecycle marketing efforts. As a data-driven leader, the Director governs both Lifecycle Design and Lifecycle Execution—synthesizing customer intelligence, performance signals, and analytical insights into a cohesive, continuously improving program. The role shapes the long-term vision for customer engagement, loyalty, and lifetime value, driving innovative, customer-centric initiatives that scale across a omnichannel brand. Key Responsibilities
Lifecycle & Audience Strategy: Translate business goals into a holistic lifecycle and audience framework, setting engagement priorities, customer stages, and seasonal/commercial calendar alignment across owned channels.
Lifecycle Program Design & Execution: Own the end-to-end lifecycle architecture across Email and SMS, including onboarding, reactivation, win-back, and loyalty journeys; define and govern the lifecycle roadmap, approving briefs and ensuring strategic rigor from concept through execution; oversee campaign planning, calendar management, and execution for Email and SMS.
Segmentation & Personalization: Oversee development of segmentation and personalization strategy, leveraging behavioral, transactional, and demographic signals to deliver relevant, customer-centric messaging at scale.
Testing, Analytics & Optimization: Set and prioritize the testing roadmap by synthesizing hypotheses from Lifecycle Design and Execution; review monthly performance and analytics syntheses, connect insights to strategy, and adjust priorities to drive continuous improvement; define KPIs and ensure clear performance visibility to senior leadership.
Cross-Functional Collaboration: Partner with Creative and Content teams to ensure messaging aligns with brand voice and drives engagement; work with Marketing, Buying, Site, and Customer Experience teams to ensure seamless, omnichannel customer journeys.
Technology & Innovation: Manage relationships with ESP, SMS, and Martech partners; stay abreast of emerging tools and industry trends to evolve lifecycle capabilities.
People Leadership & Governance: Lead and develop direct reports, establish team operating cadences, maintain governance across lifecycle functions; act as primary stakeholder and brief approval authority; manage senior-level communications with the Senior Director and cross-functional partners.
Qualifications
Bachelor\'s Degree or equivalent professional experience will be considered.
8+ years of experience in a digital/CRM role; experience in email marketing required.
Experience with a large-scale ESP is a must; CORDIAL experience preferred.
Understanding of email fundamentals: CAN-SPAM, segmentation, list/data extension management, KPIs, etc.
Experience in HTML/CSS/AMPScript preferred.
Multi-brand or multi-line-of-business program experience preferred; luxury or specialty retail background.
Experience working with Martech on platform strategy; familiarity with AI-driven lifecycle capabilities.
Additional Qualifications
Strong analytical and project management skills; detail-oriented with a focus on delivering results; self-starter who can juggle multiple priorities; ability to partner with multiple cross-functional teams; excellent oral and written communication.
#LI-DC1 Compensation & Benefits
Base Pay Range: $128,000.00-$160,000.00 Benefits include medical, dental, vision insurance; 401(k); paid parental leave; commuter benefits; disability insurance; tuition assistance; and more. For a complete list of U.S. corporate compensation & benefits, please click here. EEO Statement:
Kate Spade is an equal opportunity and affirmative action employer. All employment decisions are based on qualifications related to the position and do not consider legally protected characteristics as outlined by applicable law. ADA Notice:
Tapestry will provide reasonable accommodations 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.
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The Director, Retention & Lifecycle Marketing is the strategic owner of Kate Spade North America\'s customer lifecycle and retention marketing programs. This role sets the audience and engagement strategy, owns the lifecycle roadmap, and leads a rigorous testing and optimization agenda across Email, SMS, and Consumer Lifecycle marketing efforts. As a data-driven leader, the Director governs both Lifecycle Design and Lifecycle Execution—synthesizing customer intelligence, performance signals, and analytical insights into a cohesive, continuously improving program. The role shapes the long-term vision for customer engagement, loyalty, and lifetime value, driving innovative, customer-centric initiatives that scale across a omnichannel brand. Key Responsibilities
Lifecycle & Audience Strategy: Translate business goals into a holistic lifecycle and audience framework, setting engagement priorities, customer stages, and seasonal/commercial calendar alignment across owned channels.
Lifecycle Program Design & Execution: Own the end-to-end lifecycle architecture across Email and SMS, including onboarding, reactivation, win-back, and loyalty journeys; define and govern the lifecycle roadmap, approving briefs and ensuring strategic rigor from concept through execution; oversee campaign planning, calendar management, and execution for Email and SMS.
Segmentation & Personalization: Oversee development of segmentation and personalization strategy, leveraging behavioral, transactional, and demographic signals to deliver relevant, customer-centric messaging at scale.
Testing, Analytics & Optimization: Set and prioritize the testing roadmap by synthesizing hypotheses from Lifecycle Design and Execution; review monthly performance and analytics syntheses, connect insights to strategy, and adjust priorities to drive continuous improvement; define KPIs and ensure clear performance visibility to senior leadership.
Cross-Functional Collaboration: Partner with Creative and Content teams to ensure messaging aligns with brand voice and drives engagement; work with Marketing, Buying, Site, and Customer Experience teams to ensure seamless, omnichannel customer journeys.
Technology & Innovation: Manage relationships with ESP, SMS, and Martech partners; stay abreast of emerging tools and industry trends to evolve lifecycle capabilities.
People Leadership & Governance: Lead and develop direct reports, establish team operating cadences, maintain governance across lifecycle functions; act as primary stakeholder and brief approval authority; manage senior-level communications with the Senior Director and cross-functional partners.
Qualifications
Bachelor\'s Degree or equivalent professional experience will be considered.
8+ years of experience in a digital/CRM role; experience in email marketing required.
Experience with a large-scale ESP is a must; CORDIAL experience preferred.
Understanding of email fundamentals: CAN-SPAM, segmentation, list/data extension management, KPIs, etc.
Experience in HTML/CSS/AMPScript preferred.
Multi-brand or multi-line-of-business program experience preferred; luxury or specialty retail background.
Experience working with Martech on platform strategy; familiarity with AI-driven lifecycle capabilities.
Additional Qualifications
Strong analytical and project management skills; detail-oriented with a focus on delivering results; self-starter who can juggle multiple priorities; ability to partner with multiple cross-functional teams; excellent oral and written communication.
#LI-DC1 Compensation & Benefits
Base Pay Range: $128,000.00-$160,000.00 Benefits include medical, dental, vision insurance; 401(k); paid parental leave; commuter benefits; disability insurance; tuition assistance; and more. For a complete list of U.S. corporate compensation & benefits, please click here. EEO Statement:
Kate Spade is an equal opportunity and affirmative action employer. All employment decisions are based on qualifications related to the position and do not consider legally protected characteristics as outlined by applicable law. ADA Notice:
Tapestry will provide reasonable accommodations 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.
#J-18808-Ljbffr