Manager, Paid Social & Display Digital Marketing

This global house of brands – Coach, Kate Spade New York, Stuart Weitzman – was built by unconventional entrepreneurs and unexpected solutions, so when we say we believe in dreams, we mean we believe in making them happen. Job Title: Manager, Paid Social & Display Digital Marketing Primary Purpose: The Manager, Paid Social & Display Digital Marketing is a position that sits within Tapestry’s centralized Center of Expertise (COE) and will work cross functionally with individual Tapestry brand marketing teams and partners. The role involves development of digital marketing programs, media planning, testing roadmaps, and implementation of these initiatives to motivate customers to transact online and in-store. Develop the strategy for marketing programs on paid social networks with a focus on driving positive, incremental return on ad spend and new customer acquisition Design and implement rigorous test frameworks that measure the incremental impact of social media marketing on online and offline revenue and sales Define a measurement, analysis and reporting framework for direct response marketing initiatives, developing clear benchmarks and goals within social media channels Evangelize a “test & learn" mindset within Tapestry and amongst our agency partners Identify and address any data, platform or technology gaps that might hinder successful test and learn deployment Write detailed program and test briefs and evolve platform KPIs and reporting, as learnings dictate Synthesize and share campaign results and best practices within Tapestry and ensure relevant information is communicated to brand partners Champion best practices regarding the measurement of ad effectiveness, especially as it relates to marketing effectiveness and multi-channel campaign optimization Provide decision making support for business partners by working with the team to define problems or desired outcomes, determine required information, synthesize findings, and recommend action Collaborate with the broader Digital team to drive a deeper understanding of direct response social media marketing opportunities and to identify growth areas for the channel The accomplished individual will possess skills equivalent to… 4+ years of digital marketing experience, managing digital campaigns to acquire & engage users throughout the funnel 2+ years direct work experience in Paid Social activation, focusing on conversion driving strategies Proven track record of developing and implementing rigorous test and control programs Experience successfully managing agencies and consultant resources with demonstrated understanding of and proven implementation of analytics best practices Understanding of the interplay between online/social and traditional channels Excellent analytical skills with a proven ability to drive the evolution of a program through the application of data insights Able to manage multiple projects simultaneously Bachelor’s degree, or digital agency experience preferred Excellent communication skills, both written and oral, with an ability to distill complex ideas into easily understandable stories Highly organized and detail-oriented Strong working knowledge of Microsoft Office including Word, Excel & PowerPoint and business intelligence tools Comfort working in marketing/analytics tools such as Google Analytics, DV360, and Facebook Business Manager Experience with marketing, especially Database, Direct, Email, and Interactive Marketing – Ideally in a multi-channel, retail environment Exhibits intense curiosity, proactively digging beneath the superficial to identify relevant, information-based facts 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. 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.