Director, Retention & Lifecycle Marketing

Tapestry•New York, NY

About The Position

The Director, Retention & Lifecycle Marketing is the strategic owner of Kate Spade North America’s customer lifecycle and retention marketing programs. 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.

Requirements

Bachelor’s Degree or equivalent professional experience will be considered
8 + years of experience in a digital /CRM role, experience in email marketing
Experience with a large-scale ESP is a must
Understanding of email fundamentals: CAN-SPAM, segmentation, list/data extension management, KPIs, etc.
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

Nice To Haves

CORDIAL experience preferred
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

Responsibilities

Translate business goals into a holistic lifecycle and audience framework, setting engagement priorities, customer stages, and seasonal/commercial calendar alignment across owned channels.
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.
Oversee development of segmentation and personalization strategy, leveraging behavioral, transactional, and demographic signals to deliver relevant, customer-centric messaging at scale.
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.
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.
Manage relationships with ESP, SMS, and Martech partners; stay abreast of emerging tools and industry trends to evolve lifecycle capabilities.
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.