Director, Retention & Lifecycle Marketing

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.

Primary Purpose:


The Director, Retention & Lifecycle Marketing is the strategic owner of Kate Spade North America's customer lifecycle and retention marketing programs and working under the leadership of the Senior Director of Paid Media & Retention. This role sets the audience and engagement strategy, owns the lifecycle roadmap, and leads a rigorous testing and optimization agenda across Email, SMS, and Consumer Lifecycle marketing efforts. As a visionary and data-driven leader, the Director governs both Lifecycle Design and Lifecycle Execution-synthesizing customer intelligence, performance signals, and analytical insights into a cohesive, continuously improving program. The role shapes the long-term vision for customer engagement, loyalty, and lifetime value, driving innovative, customer-centric initiatives that scale across an omnichannel brand.


The successful individual will leverage their proficiency in:


Lifecycle & Audience Strategy

• Translate business goals into a holistic lifecycle and audience framework, setting engagement priorities, customer stages, and seasonal/commercial calendar alignment across owned channels.

Lifecycle Program Design & Execution

• Own the end-to-end lifecycle architecture across Email and SMS, including onboarding, reactivation, win-back, and loyalty journeys.

• Define and govern the lifecycle roadmap, approving briefs and ensuring strategic rigor from concept through execution.

• Oversee campaign planning, calendar management, and execution for Email and SMS.

Segmentation & Personalization

• Oversee development of segmentation and personalization strategy, leveraging behavioral, transactional, and demographic signals to deliver relevant, customer-centric messaging at scale.

Testing, Analytics & Optimization

• Set and prioritize the testing roadmap by synthesizing hypotheses from Lifecycle Design and Execution.

• Review monthly performance and analytics syntheses, connect insights to strategy, and adjust priorities to drive continuous improvement.

• Define KPIs and ensure clear performance visibility to senior leadership.

Cross - Functional Collaboration

• Partner closely with Creative and Content teams to ensure messaging aligns with brand voice and drives engagement.

• Serve as a key partner to Marketing, Buying, Site, and Customer Experience teams to ensure seamless, omnichannel customer journeys.

Technology & Innovation

• Manage relationships with ESP, SMS, and Martech partners; stay abreast of emerging tools and industry trends to evolve lifecycle capabilities.

People Leadership & Governance

• Lead and develop direct reports, establish team operating cadences, and maintain governance across lifecycle functions.

• Act as primary stakeholder and brief approval authority; own senior-level communication with the Senior Director and cross-functional partners.

The accomplished individual will possess:

• Bachelor's Degree or equivalent professional experience will be considered

• 8+ years of experience in a digital/CRM role, experience in email marketing required

• Experience with a large-scale ESP is a must; CORDIAL experience preferred

• Understanding of email fundamentals: CAN-SPAM, segmentation, list/data extension management, KPIs, etc.

• Experience in HTML/CSS/AMPScript preferred

• Prefer multi-line of business or multi-brand program experience

• Luxury or specialty retail background

• Experience working alongside Martech on platform strategy

• Familiarity with AI-driven lifecycle capabilities

An outstanding professional will have:

• Strong analytical and project management skills

• Detail oriented with focus on delivering results

• Self-starter, takes initiative, with the ability to juggle multiple priorities

• Ability to partner with multiple cross functional teams

• Excellent oral and written communication skills

#LI-DC1

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 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 View phone number on click.appcast.io or View email address on click.appcast.io

Visit Tapestry, Inc.

Base Pay Range
$128,000.00-$160,000.00

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.