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Manager, Brand Marketing

Kate Spade

Shanghai, SH, CN

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.


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


Job Title:         Manager, Brand Marketing, Kate Spade Greater China



Primary Purpose:

Kate Spade Greater China Brand Marketing department is a core competency that is instrumental in driving the Kate Spade brand strategy and developing integrated brand campaigns across China, Hong Kong and Taiwan. This role will be a key member of Kate Spade Marketing team, reporting to Director, Marketing, Kate Spade Greater China.


This person will work closely with the Kate Spade GC Marketing team, GC cross-functional teams and Global teams to develop and execute brand strategy, compile and analyze customer insights, market trends and competitive landscape to identify fully-integrated marketing plans across Media, PR, Digital, Social, Retail Marketing, CRM and eCommerce.


Key areas of responsibilities will include…

Kate Spade Brand Strategy Development and Implementation

  • Work with Director, Marketing to develop brand vision and strategy for Kate Spade Greater China that is both aligned with Global Marketing objectives and specific to China’s overall environment
  • Communicate and align with Global Marketing on the Greater China brand cadence
  • Track and periodically update the progress of the strategy and cross-functional action plans. Conduct prepare marketing update reports and presentations


Integrated Marketing Planning

  • Partner with global brand marketing on the development of seasonal brand campaigns (Spring, Fall, Holiday). Align marketing message with product investment and develop tiered messages for different channels
  • Own GC specific campaign (Qixi, 11.11, 520, 618, Women’s Day etc.) planning & management from develop objectives & strategy to creative briefing, assets planning and reconciliation to project management
  • Work closely with cross-functional teams (PR, Retail Marketing, CRM & eCommerce) to develop and execute integrated marketing plans that are in line with campaign ideas and strategy
  • Collaborate with creative team to provide guidance on brand message & asset usage for online, offline & wholesale


The accomplished individual will possess…

  • At least 5-6 years of marketing related experience at global luxury, fashion, beauty or lifestyle brands
  • Think strategically. Experience in developing brand strategy and integrated Marketing campaigns
  • Familiarity of the fundamentals and the new trends in Media, PR, Digital, Social, Retail Marketing, CRM and eCommerce. Experience working with agencies
  • Cross-functional knowledge of Merchandising, VM, customer relationship management etc. and experience working with local and global teams
  • Strong analytical skills: understand and summarize business implications of industry reports and customer insights
  • Strong PPT and Excel skills is a must for business reporting
  • Fluency in both English and Mandarin
  • Passion in marketing and interest in China’s luxury & fashion market trends, industry landscape and consumers
  • Pragmatic and result-oriented in nature
  • An Master or Bachelor degree in top universities is 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 his/her 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 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. Visit Kate Spade at

Req ID:  95554

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