Director, Media

Tapestry, Inc.; United States; On-site; USD 140,000 - 175,000; Full time

Benefits offered by this job

Medical insurance

Dental insurance

Vision Insurance

401(k)

Paid parental leave

Commuter benefits

Disability insurance

Tuition assistance

Job summary

Kate Spade New York is seeking a strategic and creative Director of Media to lead full-funnel media initiatives that drive awareness, engagement, and conversion among our Core consumer. You will own demand generation and demand capture, collaborating with creative, marketing, and analytics teams to build campaigns that fuel pipeline growth.

You’ll report to the Senior Director of Media & Retention and guide cross-functional partners, agencies, and content teams to ensure cohesive storytelling,

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 a plus.
• 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 with prioritizing.
• 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 being able to triangulate across different datasets.

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 ecommerce, marketing, creative, buying, and PR teams to identify optimal content and linking strategies.
• Channel Strategy & Optimization: Manage and optimize channels across the funnel.
• 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 and audience insights.
• Manage custom content workstreams (influencer/creator, affiliate/publisher) to support campaign objectives.
• Measurement & Insights: Define and track KPIs for upper- and lower-funnel, use data to drive iterations and budget decisions.
• Cross-Functional Collaboration: Partner with lifecycle and performance marketing teams and agencies, mentor juniors.

Skills

Strategic thinking

Creative problem solving

Analytical skills

Cross-functional collaboration

Communication skills

Project management

Data-driven decision making

Brand media metrics

Education

Bachelor's Degree

Tools

A/B testing

Brand Lift Studies

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.

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 consumer. 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’ll collaborate cross-functionally with creative, marketing, and analytics teams to build and optimize campaigns that fuel pipeline growth and deliver measurable impact. Reporting into 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. Successful individuals will leverage their proficiency in full-funnel media to: 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 ecommerce, 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. Manage custom content workstreams (inclusive of influencer/creator & affiliate/publisher content), ensuring programs are executed in accordance with campaign objectives 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.

The accomplished individual will possess:

• Bachelor’s Degree required
• 8+ years of relevant experience building media campaigns with a multi-million-dollar annual budget
• Experience within retail or luxury a plus
• 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 with prioritizing
• 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 being able to triangulate across different datasets

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.

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 (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]

Base Pay Range

Visit Tapestry, Inc. Base Pay Range $140,000.00-$175,000.00

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
• 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 Brands Spark Personal and Emotional Connections Our brands go beyond products—they inspire confidence, encourage self-expression, and build lasting emotional connections with consumers. Through constant innovation and deep customer insight, we anticipate where shoppers are headed and adapt to meet them with personalized, seamless experiences. 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.