Media Analyst

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.
Primary Purpose: The Digital Media Analyst plays a critical role in Kate Spade's customer centricity efforts. This position is responsible for the creation of actionable media insights, channel forecasting, reporting and measurement. The goal of these activities is to advance the company's knowledge of the customer and their media interactions and quantify the impact of our efforts. Ultimately, this role will help us discover the information hidden in our media performance data and support data driven decision making.
The ideal candidate will possess a balance of technical skills, curiosity, and proficiency in data visualization. They will help solve business problems, examining results to identify patterns and insights within structured and unstructured data. They will propose analytical strategies and solutions that challenge and expand the thinking of the entire team.
The successful individual will leverage their proficiency in marketing data analytics to

• Bring disparate sources of data together in a uniform manner.
  • Analyze performance metrics across owned, earned & paid digital marketing channels, including paid search, display, paid social, and email marketing.
  • Prepare & deliver reporting. Aggregate data and insights across multiple stakeholders, vendors, and agencies, and consolidate into a clear, consistent, and easily digestible view.
  • Extract actionable insights through analyzing large, complex, multi-dimensional data sets.
  • Establish & consistently publish full-funnel digital marketing insights, reports, and dashboards to socialize analysis with team and cross-functional business partners in compelling and professional data visualizations.
• Drive monthly marketing channel performance forecasting with Tapestry COE & Agency
• Collaborate with cross-functional internal & external partners to strategically apply learnings to media activations, including recommendations for shifts in spend levels across creatives, partners/platforms optimizations, channels and/or time period adjustments.
• Leverage a strong understanding of customer segmentation & analytics to identify opportunities in our media mix and audience targeting, in partnership with Customer Analytics Manager.
• Support test & learn strategy across paid & owned channels, extracting insights, opportunities, and actions from test results.
• Act as a subject matter expert in marketing measurement science, specifically MMM + MTA unified-model measurement and media KPIs.
• Remain aware of data inconsistencies and work with IT, Tapestry Data Labs, Tapestry COE and/or the brand's Agency of Record to ensure data efficacy & quality.

The accomplished individual will possess...

• 3+ years' experience working with marketing data, applied statistics, and data mining preferred.
• Experience with quantitative techniques of regression, multivariate analysis, and statistical significance testing preferred.
• Proficiency in analytical tools: modeling and reporting in Excel/Access and SQL
• Proficiency in data visualization tools: R, Python, Tableau, or similar.
• Experienced in working in a direct-to-consumer business, preferably with multiple channels of distribution.
• Strong understanding of digital marketing channels, including paid search, social media, email, and SEO.
• Proven track record of being able to work independently with the business stakeholders with minimal direction and proactively engage with them.
• Excel at making complex concepts simple and easy to understand by those around you. Strong communication and data visualization skills i.e., translating complex concepts into layman's terms and influence both peers and senior leadership.
• Bachelor's Degree required.

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.

Kate Spade 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.
Americans with Disabilities Act (ADA)
Tapestry, Inc. will provide applicants and employees with reasonable accommodation for disabilities or religious beliefs. If you require reasonable accommodation to complete the application process, please contact Tapestry People Services at 1-855-566-9264 or [email protected]
Visit Kate Spade at www.katespade.com .
Work Setup
BASE PAY RANGE $78,500.00 TO $90,000.00 Annually
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