Director, Brand Campaigns & 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. Visit Our People page to learn more about Tapestry’s commitment to equity, inclusion, and diversity.

Director, Brand Campaigns & Creative Strategy
We are seeking a Director, Brand Campaigns & Creative Strategy to lead the development of breakthrough brand campaigns that build long‑term brand equity, shape brand perception, and create enduring emotional connection with customers.

This leader will own the strategic development of our highest‑impact brand campaigns, translating brand positioning and business priorities into bold, culturally relevant, creatively distinctive work. The role is responsible for defining the campaign strategy behind hero moments, guiding creative development from brief through execution, and ensuring every major campaign strengthens the brand over time.

We are looking for a brand‑first leader with deep experience building iconic campaigns, sharpening creative strategy, and partnering cross‑functionally to bring large‑scale brand storytelling to life.

Key Responsibilities

Lead the strategy and development of hero brand campaigns that build long‑term brand equity and drive relevance in the market

Translate brand vision, positioning, customer insight, and business priorities into clear campaign strategies and inspiring creative briefs

Shape the creative strategy behind tentpole brand moments, ensuring consistency with the broader brand platform and long‑term narrative

Serve as the strategic lead from brand campaign conception through launch, ensuring the work is emotionally resonant, on‑brand, insight‑led, and culturally relevant

Build strong partnerships with external agencies and internal creative teams to develop best‑in‑class campaigns and content ecosystems

Evaluate and strengthen creative ideas, providing clear feedback that raises the quality, distinctiveness, and effectiveness of the work

Cultivate partnerships with industry partners and thought leaders to identify opportunities to create brand‑defining moments that move beyond product launches and promotional storytelling

Help steward the overall brand platform, ensuring campaigns contribute to a cohesive and cumulative brand story over time

Partner closely with Consumer Insights, Media, PR, Social, Integrated Marketing, and Merchandising teams to develop integrated brand campaigns across touchpoints

Manage the creative process internally to bring the hero campaign to life across all touchpoints including paid and organic social assets, emails, websites, stores and events to ensure an impactful and cohesive hero campaign

Orchestrate global campaign launch with a spike and sustain strategy, partnering with all markets as well as NA PR/VIP and Influencers, Digital (Social, Paid Media, Website, Email), Retail/Stores, Licensing, and other external partners for a compelling customer journey

Plan and monitor key milestones, guaranteeing the timely delivery of all marketing deliverables

Collaborate with market and channel teams to maintain a consistent implementation of the plans

Track and analyze campaign performance in‑market (including in‑depth social listening) to identify learnings and propose improvements

Lead agile interventions and amplification plans to sustain brand heat as campaign goes in‑market

Key Qualifications

10+ years of experience in brand marketing, brand strategy, integrated marketing, or campaign strategy

Significant experience leading large‑scale brand campaigns or hero campaigns for consumer brands

Deep fluency in Gen Z fashion, culture, and digital behavior; ability to translate insights into culturally relevant campaigns that drive desire and brand affinity

Proven ability to develop campaigns that build brand equity, not just support product launches or short‑term performance goals

Strong background in creative strategy, including writing briefs, shaping campaign narratives, and guiding creative development

Demonstrated ability to partner effectively with agency partners, creative teams and provide thoughtful, high‑standard feedback on ideas and execution

Experience working across multiple channels, including paid media, social, PR, retail, digital, and experiential

Strong strategic thinking grounded in consumer insight, cultural awareness, and brand understanding

Excellent communicator with the ability to influence senior stakeholders and align cross‑functional teams around a clear creative vision

Experience working in fashion, lifestyle, retail, beauty, or another emotionally driven consumer category 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 (including recruitment, hiring, promotion, compensation, transfer, training, discipline, and termination) are based on the applicant’s or employee’s qualifications as they relate to the requirements of the position under consideration. These decisions are made without regard to age, sex, sexual orientation, gender identity, genetic characteristics, race, color, creed, religion, ethnicity, national origin, alienage, citizenship, disability, marital status, military status, pregnancy, or any other legally‑recognized protected basis prohibited by applicable law.

Americans with Disabilities Act (ADA)

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.

Base Pay Range

$150,000.00 – $170,000.00

Benefits include medical insurance, dental insurance, vision insurance, 401(k), paid paternity and maternity leave, commuter benefits, disability insurance, and tuition assistance. For a complete list of U.S. Corporate Compensation & Benefits, please refer to our benefits portal.

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