Sr. Manager, Demand Generation and 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.

We are seeking a strategic and creative
Senior Manager of Demand Generation
to lead upper-funnel media initiatives and drive awareness, engagement, and lead acquisition of Kate Spade's Core consumer. This role will also own the
creative strategy and briefing process for full-funnel media campaigns
, 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. This role reports into the Senior Director of Media & Retention and will play a key role in the transformation of Kate Spade New York, focusing on driving brand awareness, relevance and consideration with younger consumers.

Successful individuals will leverage their proficiency in Demand Generation marketing to:
Build Demand Generation Campaign Strategy & Oversee Implementation

• Develop and execute top-of-funnel strategies that drive brand heat with younger consumers
• Collaborate with cross functional teams to plan and execute integrated campaigns.
• Work closely with Media Agency partners to build strategic and tactical plans that ladder back to campaign objectives.
• Ensure successful and timely implementation of media plans and testing, partnering closely with agency to manage deliverables and timelines
• Partner with relevant cross-functional partners (ecommerce, marketing, creative, buying, PR) to identify optimal content and linking strategies

Channel Strategy & Optimization

• Manage and optimize upper-funnel channels including Video & Display (YouTube), Paid social (Meta, TikTok, etc.), Paid Influencer (Affiliate), Publisher/Partner marketing (Direct & via Affiliate)
• Test new platforms and formats to expand reach and improve engagement.

Creative Strategy & Briefing

• Lead the development of creative briefs for full-funnel paid media campaigns, ensuring alignment with brand voice, audience insights, platform best practices, and campaign objectives.
• Partner with creative, marketing, and channel teams to produce compelling assets tailored to each stage of the funnel (awareness, consideration, conversion).
• Partner closely with organic social team and agency to identify opportunities for content creation and paid boosting
• Ensure consistency in messaging and visual identity across all channels and touchpoints.
• 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 upper-funnel success (e.g., Brand Lift metrics).
• Collaborate with analytics and marketing operations to ensure accurate reporting and actionable insights.
• Monitor sentiment of paid social ads, deriving trends and insights
• Use data to inform creative iterations and media mix decisions.

Cross-Functional Collaboration

• Work closely with marketing and sales teams to ensure alignment on messaging and audience targeting.
• Partner with lifecycle and performance marketing teams to ensure seamless transitions from awareness to conversion.
• Collaborate with Media Agency Strategy & Planning teams to manage day to day implementation of strategic and tactical plans.
• Mentor junior team members and foster a culture of creativity, experimentation, and performance.

The Accomplished Individual Will Possess

• 7+ years of relevant experience building media campaigns with a multi-million-dollar annual budget. An equivalent combination of work experience and education will be considered.
• 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.

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 the 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 or

Visit Kate Spade at

Work Setup: HYBRID
BASE PAY RANGE
*$115,000.00
TO
$135,000.00
Annually*
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.