Director, Marketing

5 months ago

Shanghai, China Tapestry Full time

Job Title: Director, Marketing

Department: Marketing

Location: Shanghai

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.

The successful individual will leverage their proficiency in Marketing to...

Brand positioning and marketing strategy setting…

Formulating the local marketing strategy upon the global brand strategy, to further enhance brand image and awareness in local market 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 upon to Global marketing calendar and local assortments

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 the brand exposure with the regularly editorial/advertorial & celebrities seeding

Brand Marketing & Customer Activation…

Conduct seasonal campaigns, developed local assets, meanwhile fully leverage global concept & assets to build strong seasonal stories Set the communication strategy of brand official social accounts. Close monitor the accounts, including Weibo, Wechat, Wechat Video, RED & TikTok Build a strong KOL pool of the brand, regularly seeding program to build strong contents around brand ICONIC product and drive search/traffic to EC to complete the brand experience cycle

Retail Marketing & CRM…

Develop a customer centric retail marketing strategy, fully leverage CRM program to further boost brand business opportunity… Support Full Price & Outlet channels daily business with regular customer events, seasonal programs as well as the promotions Build strong relationships with LL to leverage more resources supporting for brand offline/online exposure Fully leverage the consumer database to help whole 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...

Master’s degree above Around 15+ years working experience in Marketing arena; international brands, fashion industry is preferred Strong communication skill, cross functions/regions/headquarter A good team player Proactive, self-motivated, strong business sense, growth mind set

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

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