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Sr. Director, Digital Optimization


New York, NY, US

Explore the possibilities across our global house of brands.

Defined by inclusivity rather than exclusivity, Tapestry embraces the exploration of individuality and invests in helping you grow personally and professionally. Every individual in our global house has the opportunity to make an impact, learn and be part of our growing and unique story.

At Tapestry, we have the freedom to express ourselves and run with our best ideas across Coach, Kate Spade New York, and Stuart Weitzman. We share a profound belief in both our individual and collective potential, and know that with hard work and dedication, anything is possible.

The Sr Director of Digital Optimization and Personalization will lead a team responsible for the integration, best practice application, and ongoing optimization of ecommerce technology tools to drive acquisition, conversion, and retention across the ecommerce portfolio of our family of brands. This person will work closely with our various central and brand digital teams to deliver a best-in-class digital customer experience by developing on-site personalization strategies, redefining processes, operationalizing the usage of 3rd party tools and analyzing digital engagement.


This senior leader should be capable of operating in a complex matrixed organization, be a tactician and operator, have experience managing technical and tactical experts, be proficient at triaging complex issues and driving them to resolution, and act as a change agent across Centralized and Brand teams.  



The successful individual will leverage their proficiency to... 

  • Develop Tapestry’s Ecommerce Technology architecture strategy and approach
  • Partner with Brand Ecommerce teams to design, develop, implement, and track conversion optimization programs
  • Operationalize Tapestry’s next generation Personalization and Optimization tools to drive growth
    • Deliver an integrated, responsive, and scalable content personalization program
    • Optimize platform and 3rd party tools including navigation, product presentation, recommendations, and other elements of the digital experience
    • Deliver and optimize personalized campaigns and offers
  • Have project ownership of the conversion optimization strategy
    • Owns the brand relationship, determining strategic, communication, and resourcing working with key stakeholders and managing change
    • Partner with Digital IT to operationalize an efficient conversion optimization program
  • Create data driven, dynamic, relevant, and cohesive customer experiences and messaging
  • Unify and activate data to automate and enhance personalization, analysis, and decision-making across the enterprise
  • Support strategic partnerships with vendors across media, technology platforms, digital agencies, and systems integrators that leverages the strengths of both organizations to drive the business

The accomplished individual will possess...


  • Bachelor degree preferred
  • 10+ years of experience of digital and ecommerce optimization experience
  • Ability to execute and manage change across multiple functional teams including technology, marketing, and merchandising
  • Experience with digital tools such as
    • Commerce platforms
    • Digital experience management and testing
    • Digital analytics
    • Content Management
    • Tag management
    • Personalization / Product recommendations
    • Customer data platforms / Data management platforms
  • Experience with membership, loyalty, or rewards programs preferred

Our Competencies for All Employees

  • 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.
  • 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.
  • 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.
  • 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.
  • Perseverance: Pursues everything with energy, drive, and a need to finish; seldom gives up before finishing, especially in the face of resistance or setbacks.
  • 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.

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.
  • 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.
  • Managerial 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.

Tapestry, Inc. 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. #LI-JG1 Visit Tapestry, Inc. at

Req ID:  74053