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Senior Director of Social Media and Display, Digital Marketing


New York, New York
posted December 11, 2020

The Senior Director, Social and Display will be responsible for defining and executing digital best practices across Tapestry’s largest digital marketing channels across the portfolio of brands within North America. They will act as a channel and platform specialist ensuring effective campaign strategy and rigorous optimization. They will manage a team of specialists and have day-to-day oversight of Tapestry’s 3rd parties/agencies.

Essential Duties And Responsibilities

  • Responsible for driving traffic, conversion and ROI for all social and display channels across acquisition, engagement, and retention
  • Lead social platform and programmatic program strategy, develop and maintain key partner relationships, and build incremental omni revenue opportunities incorporating content, audiences, bidding, targeting, reach, and frequency
  • Supervise external agency relationship for social and display; review agency reports and run internal reports to monitor performance and seek improvement opportunities
  • Develop standardized reporting and provide brand teams with insight into performance trends and business results
  • Constantly seek optimization and growth through performance analysis, a test and learn mindset, customer segmentation, creative partnership, landing page optimization and more
  • Serve as internal digital marketing thought leader; helping to identify digital marketing trends, new technologies, evolving best practices, competitor activity, and testing opportunities that help drive the business
  • Lead campaign activation process, set up and QA campaign in platform, monitor and optimize campaign in-flight
  • Create and implement best practices regarding the measurement of ad effectiveness, especially as it relates to marketing effectiveness and multi-channel campaign optimization
  • Acts as escalation on critical business concerns, involving executive management as appropriate.
  • Acts as a change agent in leading the process changes changes that are required to create and deliver a shared center of excellence

Skills And Abilities Required

  • 10+ years of experience in paid/performance digital marketing - especially social and display
  • Multi-brand retail experience and/or agency experience a plus
  • Understanding and experience with large media and programmatic platforms like Facebook, Twitter, Pinterest, and Google Display Network, Criteo, Trade Desk etc
  • Experience managing agency relationships
  • Experience developing and executing robust marketing partnerships to drive acquisition
  • Strong proficiency in digital trends and best practices
  • Strong business acumen with ability to think strategically and innovatively
  • Robust quantitative skills including forecasting ability and ROI analyses
  • Proactive, collaborative, organized, curious, problem solver
  • Excellent presentation, project management, and communication skills
  • Ability to manage multiple stakeholders and projects simultaneously
  • Proficient MS office user, especially Excel v-lookup, macros, etc.
  • Strong proficiency in Omniture, Google Analytics and other web metric systems, as well as media platforms, Google Ads, Facebook Business Manager, Kenshoo, DV360, Salesforce Marketing Cloud