Director, Brand Campaigns & Creative Strategy

Tapestry, Inc.; United States; On-site; USD 150,000 - 170,000; Full time

Benefits offered by this job

Medical insurance

Dental insurance

Vision insurance

401 (K)

Job summary

Kate Spade New York seeks a Director, Brand Campaigns & Creative Strategy to lead breakthrough campaigns that build long-term brand equity and create enduring emotional connections with customers.

This leader will translate brand positioning into bold, culturally relevant work, guide creative development from brief to execution, and partner with internal teams and external agencies to deliver integrated storytelling across paid and organic channels.

Qualifications

• 10+ years in brand marketing, brand strategy, or campaign strategy.
• Experience leading large-scale brand campaigns or hero campaigns for consumer brands.
• Fluency in Gen Z fashion, culture, and digital behavior; translate insights into campaigns.

Responsibilities

• Lead strategy and development of hero brand campaigns that build long-term equity.
• Translate brand vision and insights into clear campaign strategies and briefs.
• Collaborate with agencies and internal teams to deliver integrated campaigns across channels.
• Guide creative development from brief through execution with a focus on on-brand, resonant work.

Skills

Brand marketing

Campaign strategy

Creative direction

Agency partnerships

Cross-functional leadership

Multi-channel experience

Consumer insights

Stakeholder communication

Brand storytelling

Strategic thinking

Job description

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.

Job Title: 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. The successful individual will leverage their proficiency in Brand Marketing to ...

• 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

• 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

Our Competencies for All Employees

• Courage: Doesn’t hold back anything that needs to be said; provides current, direct, complete, and "actionable" positive and corrective feedback to others; lets people know where they stand; faces up to people problems on any person or situation (not including direct reports) quickly and directly; is not afraid to take negative action when necessary.
• Creativity: Comes up with a lot of new and unique ideas; easily makes connections among previously unrelated notions; tends to be seen as original and value-added in brainstorming settings.
• Customer Focus: Is dedicated to meeting the expectations and requirements of internal and external customers; gets first-hand customer information and uses it for improvements in products and services; acts with customers in mind; establishes and maintains effective relationships with customers and gains their trust and respect.
• Dealing with Ambiguity: Can effectively cope with change; can shift gears comfortably; can decide and act without having the total picture; isn’t upset when things are up in the air; doesn’t have to finish things before moving on; can comfortably handle risk and uncertainty.
• Drive for Results: Can be counted on to exceed goals successfully; is constantly and consistently one of the top performers; very bottom-line oriented; steadfastly pushes self and others for results.
• Interpersonal Savvy: Relates well to all kinds of people, up, down, and sideways, inside and outside the organization; builds appropriate rapport; builds constructive and effective relationships; uses diplomacy and tact; can diffuse even high-tension situations comfortably.
• Learning on the Fly: Learns quickly when facing new problems; a relentless and versatile learner; open to change; analyzes both successes and failures for clues to improvement; experiments and will try anything to find solutions; enjoys the challenge of unfamiliar tasks; quickly grasps the essence and the underlying structure of anything.

Our Competencies for All People Managers

• Strategic Agility: Sees ahead clearly; can anticipate future consequences and trends accurately; has broad knowledge and perspective; is future oriented; can articulately paint credible pictures and visions of possibilities and likelihoods; can create competitive and breakthrough strategies and plans.
• Developing Direct Reports and Others: Provides challenging and stretching tasks and assignments; holds frequent development discussions; is aware of each person's career goals; constructs compelling development plans and executes them; pushes people to accept developmental moves; will take on those who need help and further development; cooperates with the developmental system in the organization; is a people builder.
• Building Effective Teams: Blends people into teams when needed; creates strong morale and spirit in their team; shares wins and successes; fosters open dialogue; lets people finish and be responsible for their work; defines success in terms of the whole team; creates a feeling of belonging in the team.

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 [e-mail]. Visit Tapestry, Inc.

Tapestry, Inc. Base Pay Range $150,000.00-$170,000.00

Here are some of the benefits that we offer:

• Medical insurance
• Dental insurance
• Vision insurance
• 401 (K)
• Paid Paternity and Maternity leave
• Commuter Benefits
• Disability insurance and Tuition assistance

Please click here for a complete list of U.S Corporate Compensation & Benefits.

Our Work Experience is the combination of everything that's unique about us: our culture, our core values, our company meetings, our commitment to sustainability, our recognition programs, but most importantly, it's our people.

Our employees are self-disciplined, hard working, curious, trustworthy, humble, and truthful. They make choices according to what is best for the team, they live for opportunities to collaborate and make a difference, and they make us the #1 Top Workplace in the area.

At Tapestry, we bring together the iconic brands of Coach and Kate Spade New York - uniting bold ideas, diverse voices, and boundless creativity to stretch what’s possible. Driven by dreamers and makers, we turn passion into progress. By embracing differences and pushing boundaries, we create with purpose, uplift one another, and shape a more inclusive, sustainable future - together.

Our digitally powered, unified shopping journey allows our brands to become part of people's lives - meeting them when, where, and how they choose to shop.