Director, Media

About this role

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.

Job Title: Director, Media

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.

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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 re

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