Assistant Manager / Manager, Brand Marketing & Content
Since its launch in 1993 with a collection of six essential handbags, Kate Spade New York has always been colorful, bold, and optimistic. Today, it is a global lifestyle brand that designs extraordinary things for the everyday, delivering seasonal collections of handbags, ready-to-wear, jewelry, footwear, home décor, and more. Known for its rich heritage and unique brand DNA, Kate Spade New York offers a distinctive point of view and celebrates communities of women around the globe who live their perfectly imperfect lifestyles.
Kate Spade New York is part of the Tapestry portfolio – a global house of brands committed to stretching what’s possible.
A member of the Tapestry family, we are part of a global house of brands that has unwavering optimism and is committed to being innovative and wholly inclusive. Visit Our People page to learn more about Tapestry's commitment to equity, inclusion, and diversity.
Job Summary
We are seeking a strategic, culturally connected, and execution-driven Manager, Brand Marketing & Content to help lead Kate Spade Japan's brand transformation and strengthen the brand's local relevance with Japanese consumers. This role will be a key partner to the Brand Director, responsible for driving the local brand voice, shaping market-right storytelling, and leading content strategy and execution across consumer touchpoints. The Manager will translate global and regional brand priorities into locally resonant campaigns, content, and experiences that build brand desirability, deepen consumer engagement, and support customer acquisition.
This individual will play a central role in campaign orchestration, local content creation, creative briefing, agency management, and cross-functional integration across Media, PR, Influencer, CRM, Retail Marketing, Digital, and E-commerce teams.
Key Responsibilities
Brand Voice & Storytelling Stewardship
Lead the development and day-to-day governance of Kate Spade's local brand voice and storytelling framework for Japan.
Translate global and regional brand direction into locally relevant narratives that resonate with Japanese consumers.
Ensure consistency of brand tone, creative expression, and storytelling across paid, owned, earned, retail, social, digital, and partner channels.
Provide clear brand guidance to internal teams and external partners to ensure all consumer-facing work reflects Kate Spade's brand DNA.
Integrated Campaign Planning & Orchestration
Lead integrated campaign planning for assigned seasonal campaigns, product launches, brand moments, and retail activations.
Develop clear campaign briefs, objectives, key messages, consumer journeys, and execution plans.
Manage campaign timelines, deliverables, approvals, and stakeholder alignment from planning through launch.
Drive post-campaign reviews, capturing key learnings and opportunities for future optimization.
Drive social-first and digital-first content thinking to strengthen engagement, consideration, and brand desirability.
Creative Briefing, Agency & Partner Management
Lead agency briefing for local content, campaign assets, creative adaptation, and brand storytelling projects.
Provide clear feedback to agencies and partners to elevate creative standards and improve execution.
Ensure agency deliverables are completed on time, on budget, and in line with business and brand objectives.
Consumer, Cultural & Competitive Insights
Monitor consumer behavior, social conversations, competitor activity, cultural shifts, and market trends.
Translate insights into actionable recommendations for campaigns, content, storytelling, and consumer engagement.
Partner with analytics and insights teams to understand campaign performance, consumer response, and brand health indicators.
Marketing Operations, Budget & Performance
Manage assigned campaign and content budgets with discipline and accuracy.
Partner with internal teams to evaluate campaign and content performance.
Support the Brand Director in planning, reporting, and cross-functional business updates.
Qualifications & Experience
7 years of experience in Brand Marketing, Integrated Marketing, Content Marketing, or Consumer Marketing.
Experience in fashion, beauty, lifestyle, luxury, premium consumer goods, FMCG or culturally driven brands preferred.
Proven experience leading campaign execution and local content development.
Strong understanding of brand storytelling, content strategy, social media, influencer marketing, and cultural marketing.
Strong creative judgment with high attention to detail.
Analytical mindset with ability to translate consumer and campaign insights into action
Strong project management and cross-functional stakeholder management skills.
Experience managing agencies, creative partners, and external vendors.
Strong understanding of social media, content, influencer, and cultural marketing.
Native-level Japanese and business-level English.
Experience working in a multinational or matrix organization preferred.
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.
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.
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.
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.
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.
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.
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.
Developing Direct Reports and Others: Provides challenging and stretching tasks and assignments; holds frequent development discussions; is aware of each person's career goals; constructs compelling development plans and executes them; pushes people to accept developmental moves; will take on those who need help and further development; cooperates with the developmental system in the organization; is a people builder.
Building Effective Teams: Blends people into teams when needed; creates strong morale and 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.
Tapestry 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 the 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.
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