Kate Spade Hires Former Tinder Executive as New CMO

Jenny Campbell has more than two decades of marketing experience

jenny campbell
Campbell gained digital experience as CMO of the online dating app. Courtesy of Kate Spade

Kate Spade New York has a new member of its C-suite: Jenny Campbell, the former CMO of Tinder. Mary Beech formerly held the role, but has since moved on to serve as CEO of fashion and apparel company Sarah Flint.

Campbell’s role will focus on growing direct-to-consumer strategy, engagement and a stronger digital community through social innovation in what she calls a “pivotal year” for the fashion company.

The announcement comes a few months after Kate Spade appointed Michele Parsons to its svp and chief merchandising officer role.

Campbell’s previous experience includes working on both the side agency and client sides with Nike+, Wieden+Kennedy and 72andSunny. 

“Kate Spade New York is a brand that is synonymous with joy, and one that I have long admired for its spirited and welcoming approach to style, celebration of confident women and ability to creatively innovate season after season,” she said in a statement. 

Liz Fraser, CEO and brand president of Kate Spade New York, is confident that Campbell will facilitate growth for the company while upholding its values. 

“With her digital expertise, culture- and community-driven mindset, and in-depth understanding of our customer base, Jenny will be a force in driving the brand and organization forward on our strategic roadmap,” she said in a statement.

Last Halloween, Campbell oversaw Tinder’s debut of Swipe Night. The weekly apocalypse simulation featured a variety of timed challenges that appeared through the app’s swipe feature, providing users a common experience that could help break the ice with new matches. New updates to the adventure dropped each Sunday night to keep bringing users back to the app.


Emmy is a senior journalism major at The College of New Jersey with minors in Spanish and broadcast journalism. She has previously worked as editor-in-chief of her college newspaper, The Signal, as well as an intern at Tribune Publishing Company. Emmy is looking forward to contributing to Adweek as an intern working with its breaking news and audience engagement teams.
{"taxonomy":"","sortby":"","label":"","shouldShow":""}