TJ Papp

VP, Digital / eCommerce Kenneth Cole

TJ Papp is the VP of Consumer Direct for Kenneth Cole Productions, the iconic NYC brand who over the years has created progressive, often provocative advertising for which the brand is known.

TJ is responsible for overseeing the buying, merchandising, digital marketing, financial planning, product management, UX design, engineering, data science, IT, analytics and insights, and customer service functions. In his current role he drives an offense focused on a consumer-centric operating model, that will accelerate a seamless connection across Kenneth Cole’s Digital and physical portfolio to power up future growth.

Previous to his role at Kenneth Cole Productions, TJ held several global leadership roles within Nike, Inc. including product management and merchandising. Most recently TJ led the Global Integrated Digital Strategy for Nike supporting the NikeWomen’s Category with a focus on increasing consumer connection (engagement, conversion, frequency, retention).

In addition, he has held senior leadership roles at Victoria’s Secret and Cole Haan.

Pre-Conference Summit: The Customer Retention Summit

9:10 AM Keynote Case Study: Getting Smarter And More Automated With Your CRM Tools

Kenneth Cole Productions is an iconic brand and over the years has created progressive, often provocative advertising for which the brand is known. Our focus is driven by our commitment to our consumer. A deep connection to those who purchase Kenneth Cole’s products is essential to our growth. To successfully build our foundation, we must understand our increasingly diverse consumers, the realities of the marketplace, and what sets us apart from the competition to fuel future growth. This talk will highlight how the Kenneth Cole brand leveraged CRM data to drive a new consumer-centric operating model accelerating a seamless connection across KENNETH COLE’S digital and physical portfolio to power up brand and business.

Learn how a retail brand successfully integrated CRM to drive data-driven marketing strategies (with potential upside in using data to reduce workload & automate decision making) at scale with speed

Understand the development of automated yet personalized consumer journeys that scale. For example, build personalized journeys for Full Price Shoppers, Customers who are about to Churn, Loyal Discount Shoppers, High LTV Customers, Shoppers who have Browsed Shoes 2x in the last week, etc.
How to measure incremental impact CRM has on customer lifetime value and leveraging A/B testing to optimize accordingly

Check out the incredible speaker line-up to see who will be joining TJ.

Download The Latest Agenda