Sr. Director, Digital Lifecycle Marketing

New York City, New York, USA
05 Jun 2020
04 Aug 2020
The Sr Director of Digital Lifecycle Marketing will lead a team responsible for the implementation, ongoing support, and best practice application of marketing technology and customer lifecycle management tools. The team will enable brand marketing and ecommerce teams by deploying cutting-edge customer data platforms, and best-in-class ecommerce tools and by developing customer experience strategies, redefining processes, operationalizing targeted media syndication, and acting as a change agent across Centralized and Brand teams.
The team will work closely with Digital IT, DataLabs and Brand Merchandising, Ecommerce, and Marketing teams to bring together customer data, advanced data science, merchandising strategies, and marketing execution across digital engagement and sales channels. The team will inspire COE and Brand teams by designing, creating, and evangelizing new capabilities and ways of working.
The Senior Director of Digital Lifecycle Marketing is a transformational leader responsible for managing a team tasked with identifying and implementing new tools and capabilities, defining new processes, and motivating change across COE's and brand teams. The Sr. Dir leads his/her team to operationalize customer data and insights across Tapestry's global digital assets and brands. This role will be responsible for the design and ownership Tapestry's Martech and Customer Data Platforms, the development of capabilities to build customer engagement strategies and journeys, and the operationalization of new processes across brands to improve internal efficiency and marketing effectiveness. The Sr. Dir will act as a thought partner with brand leaders to evolve capabilities and ways of working.

The successful individual will leverage their proficiency to...
- Develop Tapestry's Marketing Technology architecture strategy and approach
- Partner with Brand CRM teams to design, develop, implement, and track customer lifecycle programs
- Operationalize our next generation Customer Data Platform and Campaign Management tools
- Deliver an integrated, responsive, and extensible 1:1 communication platform
- Partner with Digital IT to operationalize an efficient and scalable messaging and personalization platform
- Partner with brand marketing teams to implement new processes to operationalize customer journeys
- Have project ownership of the customer data platform, campaign management, and customer journey strategy
- Owns the brand relationship, determining strategic, communication, and resourcing working with key stakeholders and managing change
- Create data driven, dynamic, relevant, and cohesive customer experiences and messaging
- Unify and activate data to automate and enhance personalization, analysis, and decision-making across the enterprise
- Support strategic partnerships with vendors across media, technology platforms, digital agencies, and systems integrators that leverages the strengths of both organizations to drive the business
- Own day to day relationships with key vendors tasked with operationalizing new ways of working

The accomplished individual will possess...

- Bachelor's Degree preferred
- 10+ years of experience of retail/fashion digital marketing and ecommerce experience
- Ability to execute and manage change across multiple functional teams including technology, marketing, and merchandising
- Experience with marketing measurement and attribution tools such as MMM & MTA, predictive modeling, CAC, LTV
- Experience with membership, loyalty, or rewards programs preferred
- Experience with ecommerce and marketing tools such as Google Analytics, Google Ads, Salesforce Marketing/Commerce Cloud
- Experience leading, managing, and motivating teams in a flexible, highly complex, matrixed environment

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 moraleand spirit in their 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.
Tapestry, Inc. 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. #LI-JG1 Visit Tapestry, Inc. at

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