Sr. Manager, Public Relations

kate spade new york•New York, NY

About The Position

Kate Spade New York is seeking a senior public relations leader to develop and execute an integrated PR and VIP talent strategy that strengthens brand relevance, advances business priorities, and delivers meaningful earned visibility. The role partners with global and regional teams to translate brand strategy into communications priorities and support locally relevant execution across international markets. The position leads proactive media relations, press materials, launch and campaign communications, executive visibility, and responses to sensitive media inquiries. It owns VIP talent strategy and execution, including relationship building, dressing, product seeding, gifting, events, and potential partnerships. The role also directs PR and VIP agencies, coordinates with cross-functional teams, and develops PR’s contribution to answer engine optimization (AEO) and large language model (LLM) discovery. It establishes objectives and reporting for PR and VIP programs and uses results and cultural insights to refine strategy.

Requirements

Minimum of 6 years of public relations management experience in fashion PR or relevant industries such as beauty or lifestyle.
Excellent written and verbal communication skills.
Proven experience managing VIP talent and high-touch relationships.
Extensive experience with corporate and spokesperson message development.
Strong understanding of premium fashion brand aesthetics and the marketplace.
Detail-oriented, proactive, and able to multitask and prioritize.
Experience developing and overseeing the successful execution of strategic communications programs.
Working knowledge of AEO and LLM discovery, including how earned media, authoritative sources, and consistent brand messaging support AI-driven visibility; ability to translate emerging practices into PR strategy with SEO and digital specialists.
Proven experience managing direct reports and mentoring talent, with a focus on clear expectations, actionable feedback, and coaching for professional growth and career development.
Bachelor’s degree.

Nice To Haves

Strong understanding of the evolving fashion and retail industry, emerging trends, and the factors that drive cultural conversations among target audiences.
Excitement for creative thinking and bringing new ideas to help push brand boundaries.
Ability to collaborate with cross-functional teams and contribute to group discussions.

Responsibilities

Lead the development and execution of an integrated PR and VIP talent strategy.
Serve as a senior PR partner to global and regional teams, translating brand strategy into communications priorities and supporting local execution across international markets.
Drive proactive media relations across fashion, lifestyle, business, and culture; cultivate senior editorial relationships and identify opportunities for features, news, and brand storytelling across print, digital, and broadcast.
Lead the development, approval, and distribution of press releases, messaging, media briefs, executive talking points, and other PR materials, ensuring consistent brand voice and accurate message pull-through.
Shape integrated PR plans for launches, campaigns, partnerships, and events; identify storytelling angles and coordinate outreach to maximize coverage and cultural impact.
Collaborate with Tapestry Corporate Communications to build executive visibility through media engagements and speaking opportunities; recommend platforms, strengthen media relationships, and prepare spokespersons for appearances.
Use communications judgment to address sensitive media inquiries and emerging issues, partnering with leadership and internal teams on timely responses.
Own VIP talent strategy and day-to-day execution, identifying and cultivating talent aligned with the brand’s style, audience, and cultural relevance.
Build trusted relationships with talent, publicists, managers, agents, and stylists, serving as a primary brand contact and exercising discretion.
Lead VIP dressing, product seeding, gifting, and event engagement; coordinate outreach, products, and follow-through with internal teams and agencies.
Develop and evaluate VIP partnership opportunities, including appearances and campaign participation; partner with Legal, Finance, and other teams on negotiations, agreements, deliverables, and execution.
Direct PR and VIP agencies through clear briefs, priorities, and expectations; oversee scopes, budgets, and execution to support proactive thinking, coordination, and measurable results.
Partner with Social, Influence, Marketing, Creative, Editorial, Digital, and Paid Media teams to connect earned media and VIP activity with broader brand initiatives and amplify relevant moments.
Advance PR’s role in AEO and LLM discovery with SEO, Digital, and Editorial teams; strengthen brand visibility and accurate representation in AI-generated answers through earned media, consistent messaging, and credible third-party sources, and monitor brand mentions and source citations.
Establish objectives and reporting for PR and VIP programs; evaluate coverage quality, message pull-through, talent engagement, and strategic impact, and use results and cultural insights to refine plans.
Manage direct reports and mentor talent through clear expectations, actionable feedback, coaching, and career development.