Marketing Manager, SEA

Crisp color, graphic prints and playful sophistication are the hallmarks of kate spade new york. From handbags to clothing and décor, our exuberant approach to the everyday encourages personal style with a dash of incandescent charm. We call it living colorfully.

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.

Primary Purpose:

Kate Spade is looking for a curious, globally minded Manager, Marketing SEA to drive regional brand strategy that aligns with our global brand strategy. Reporting to the Senior Director, Marketing (Tapestry SEA), you will collaborate cross-functionally with US and Asia-based partners to drive brand transformation and enhance the brand equity and market positioning, so as to attract and recruit new customers and drive brand growth.

Key Responsibilities

Marketing Strategy & Campaign Planning:

• Campaign Planning & Orchestration: local marketing strategy aligned with the global brand strategy within the See-Think-Do-Care framework based on campaign KPIs, to enhance brand image and awareness in the local market.
• Develop and lead seasonal campaigns, develop local assets, while fully leveraging global concepts & assets to build strong seasonal stories and maximize reach and impact.
• Building the uniqueness and differentiation of the brand from the competitors with KS ‘joy colors life’ spirit.
• Working closely with other functions to conduct a strong marketing calendar to drive 360 encompassing on product priorities and across TA touchpoints.

Budget & Media Planning:

• Marketing Investment Allocation: Manage channel and campaign allocation to achieve marketing targets.
• Media Planning and Buying: Manage the holistic media strategy and planning across demand generation and demand capture channels. Track media KPIs and optimize in-flight.
• KPI: Acquisition, brand KPI uplift, marketing effectiveness, and efficiency targets.

Brand Marketing & Customer Acquisition:

• Focus on consumer insights and transforming insights into marketing strategies.
• Ability to translate growth plans into brand strategies.
• Deep understanding of how brands grow through acquisition, focus.
• Agility to innovate/transform social marketing.
• IABI (insight, action, business impact) mindset/skills.

Public Relationships:

• Fully understand global brand position to further build local brand awareness.
• Keep well relationships with key media titles and KOLs of the industry.
• Work closely with PR agency to ensure brand exposure with the regular editorial/advertorial & celebrities seeding.
• Set the communication strategy.

Retail Marketing & CRM:

• Develop a customer-centric retail marketing strategy, fully leverage CRM and database insights to further boost brand business opportunity.
• Support Full Price & Outlet channels business with customer engagement activations and seasonal programs to drive traffic and acquire customers.
• Monitor and analyze sales promotion results to determine cost effectiveness and future promotions.
• Build strong relationships with LL to leverage more resources supporting brand offline/online exposure.
• Fully leverage the consumer database to help brand and retail team understand the market, the business and the KS consumers better.
• Further improve CRM loyalty program, enhance the experience of offline/online, especially related to the E-commerce platform, to maximize the customer pool for future activation and build further business opportunity.
• Conduct data analysis (historical & predictive) to drive consumer insights to better understand & marketing program improvement.

The accomplished individual will possess:

• Bachelor’s degree required.
• Minimum 10 years of relevant professional marketing experience.
• Experience in global brand marketing, Fashion or Luxury is preferred.
• Ability to multi-task projects with equal priority, anticipate issues and provide creative solutions.
• Excellent attention to detail, superior communication, and follow-up skills.
• Strong creative & analytical skills, ability to evaluate multi-source data and draw global trends.
• Ability to build effective partnerships, mentor junior team members across the organization.
• Strong organizational skills, timely delivery of projects.
• Ability to make prudent decisions under pressure and work against tight deadlines.
• Ability to interact successfully with diverse individuals at all levels.
• Strong computer skills (Microsoft Office Suite) required.
• Strategic Agility
• Consumer Obsession
• Disruptive Thinker
• Builds Teams/Capabilities
• Change leader – deal with ambiguity, courage

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 www.katespade.com.