Tapestry Director, Media

Job Title
Director, Media

Primary Purpose
Seeking a strategic and creative Director of Media to lead full‑funnel media initiatives that drive awareness, engagement, and conversion among Kate Spade's core consumers. This role will own both demand generation and demand capture strategies, ensuring cohesive storytelling and message alignment across all stages of the customer journey. You will collaborate cross‑functionally with creative, marketing, and analytics teams to build and optimize campaigns that fuel pipeline growth and deliver measurable impact. Reporting to the Senior Director of Media & Retention, this role is pivotal in the transformation of Kate Spade New York, focusing on driving brand awareness, relevance, and consideration with younger consumers while accelerating conversion.

Responsibilities

Build Full‑Funnel Media Strategy & Oversee Implementation

Develop and execute integrated strategies that drive brand heat and capture demand across awareness, consideration, and conversion stages.

Collaborate with cross‑functional teams to plan and execute campaigns that ladder back to business objectives.

Partner with media agencies to build strategic and tactical plans, ensuring timely implementation and optimization.

Align with e‑commerce, marketing, creative, buying, and PR teams to identify optimal content and linking strategies.

Channel Strategy & Optimization

Manage and optimize channels across the funnel:

Upper‑Funnel: Video & Display (YouTube), Paid Social (Meta, TikTok), Paid Influencer, Publisher/Partner Marketing.

Lower‑Funnel: Paid Search, Paid Social, Affiliate, and Performance Partnerships.

Test new platforms and formats to expand reach, improve engagement, and drive efficiency.

Creative Strategy & Briefing

Lead creative briefing for full‑funnel campaigns, ensuring alignment with brand voice, audience insights, and platform best practices.

Partner with creative and channel teams to produce assets tailored to each stage of the funnel.

Ensure consistency in messaging and visual identity across all touchpoints.

Manage custom content workstreams (influencer/creator, affiliate/publisher) to support campaign objectives.

Facilitate creative reviews and feedback loops to optimize asset performance and storytelling.

Measurement & Insights

Define and track KPIs for both upper‑funnel (Brand Lift, engagement) and lower‑funnel (CPA, ROAS, conversion).

Collaborate with analytics teams to ensure accurate reporting and actionable insights.

Use data to inform creative iterations, media mix decisions, and budget allocations.

Partner with Planning and Finance to build out weekly, monthly, quarterly, and annual forecasts.

Cross‑Functional Collaboration

Partner with lifecycle and performance marketing teams to ensure seamless transitions from awareness to conversion.

Collaborate with agency partners on day‑to‑day implementation and optimization.

Mentor junior team members and foster a culture of creativity, experimentation, and performance.

Qualifications

Bachelor's Degree required.

8+ years of relevant experience building media campaigns with a multi‑million‑dollar annual budget.

Experience within retail or luxury an advantage.

Firm understanding of testing and measurement methodologies including A/B tests and Brand Lift studies.

Creative problem solver with strategic thinking skills and ability to formulate conclusions.

Outstanding attention to detail, superior communication, and follow‑up skills.

Ability to build effective partnerships and collaborate with cross‑functional teams, with strong communication and presentation skills.

Highly organized with the ability to multi‑task projects and prioritize.

Experience working with brand media metrics (CPM, CPA, CPC, VTR & engagement KPIs).

Strong analytical skills; able to make data‑driven decisions to deliver measurable impact, including ability to triangulate across different datasets.

Base Pay Range
$140,000.00 – $160,000.00

Benefits

Medical insurance

Dental insurance

Vision insurance

401(k)

Paid paternity and maternity leave

Commuter benefits

Disability insurance

Tuition assistance

Equal Opportunity Statement
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
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.

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