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Director, Global Digital Marketing Strategy

Kate Spade

New York, NY, US

Since its launch in 1993 with a collection of six essential handbags, Kate Spade New York has always stood for optimistic femininity. Today, the brand is a global life and style house with handbags, ready-to-wear, jewelry, footwear, gifts, home décor and more. Polished ease, thoughtful details and a modern, sophisticated use of color—Kate Spade New York’s founding principles define a unique style synonymous with joy. Under the vision of creative director Nicola Glass, the brand continues to celebrate confident women with a youthful spirit.

Kate Spade New York is part of the Tapestry portfolio – a global house of brands powered by optimism, innovation, and inclusivity.


Director, Global Digital Marketing Strategy oversees all content development for global social media channels, to ensure that content is being planned and delivered to meet brand and business objectives.  


Essential Duties and Responsibilities

  • In partnership with Sr Director, Brand Marketing, develop customer-centric content, media strategies and concept briefs for the creation and continual improvement of social programs to achieve our business objectives, drive key product ideas, support marketing/promotions, increase social relevance and build brand heat.
  • Lead full funnel planning, identifying media strategies across digital brand and performance marketing to create an optimal customer journey.
  • Manage digital media budget ensuring the appropriate balance of investment across the funnel to achieve awareness, consideration and conversion objectives.
  • Act as a champion for global digital marketing, guiding partner markets on digital media best practices and communicating their needs to HQ.
  • Establish short and long-term vision for digital marketing programs with an understanding of the full omnichannel customer journey. Collaborate with cross-functional digital leaders to ensure that social content is as cohesive as possible with email and ecommerce in terms of cross channel messaging.
  • Develop a customer-centric organic content strategy across platform (i.e., Instagram, WeChat, etc.)  and type (i.e. Instagram Stories, IGTV, etc.) and editorial calendar with a balanced approach of product marketing and brand storytelling. 
  • Work in close partnership with the Creative team including writers, editors, and graphic designers to ensure that content is developed with a channel-specific and customer-centric approach.
  • Establish success metrics, monitor KPIs and apply relevant customer insights to help define effective and innovative marketing campaigns, making recommendations for continuous improvement.  
  • Regularly monitor and analyze industry benchmarks and digital trends, to ensure Kate Spade remains on the forefront of the digital landscape. Communicate opportunities to other stakeholders.
  • Ensure required product photography and digital content is being planned and delivered to meet brand and business objectives. 
  • Act as a leader and "catalyst" who brings big ideas and inspires others to deliver best in class concepts, obtain buy-in and effectively and efficiently implement ideas at scale. 


Skills and Abilities Required

  • Deep knowledge of both organic and paid digital marketing platforms.
  • Strong aesthetic sense with an appreciation for impactful visual storytelling.
  • Data-driven and possessing strong capability to gather and apply insights to frame recommendations.
  • Ability to develop and communicate a clear strategy for inspiring and engaging a variety of audiences internally and externally.
  • A thorough understanding of customer behavior and the facility to anticipate their needs/desires.
  • Self-starter who can articulate big ideas and exciting trends.
  • Desire to flourish in fast-paced environment with an entrepreneurial spirit. 
  • Excellent interpersonal and communication skills (verbal and written) with high capacity to collaborate with internal teams as well as external partners and vendors.
  • The desire to network, collaborate, discover and cultivate relationships with industry thought-leaders, influencers, creative content producers, and similar to bring innovative ideas to the brand via contacts and meaningful relationships. 
  • Must be proficient in all Microsoft Office programs.
  • Must be proficient in iPhone applications as related to social media. 
  • Proficiency in InDesign and PhotoShop is a plus. 


An outstanding professional will have…

  • Bachelor’s Degree
  • 10 – 15 years of relevant working experience
  • Fashion experience required


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.

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. *LI-DC Visit Kate Spade at


Req ID:  73960