Kate Spade Appoints New Chief Marketing Officer

Kate Spade has announced that it is appointing Allison Badea as its new Chief Marketing Officer as the brand looks to “reignite the magic” for consumers. 

She succeeds Interim CMO Kaisy Mae O’Reilly, who has held the role since January 2025

“Kate Spade New York has always understood that joy isn't just an indulgence – it's essentially human,” says Allison. “This brand has believed in that value since the '90s, and I'm eager to think about how we can re-enchant consumers craving optimism and connection in today's world.”

Authentic brand partnerships

Allison joins Kate Spade after more than 15 years at L'Oréal – which she first joined in 2008 as a Marketing Manager, before progressing throughout the company to a role as Head of Global Brand Experience for Maybelline. 

During her time as Head of Global Brand Experience, Maybelline appointed Miley Cyrus as its Global Brand Ambassador as it looked to promote brand values of self-expression and confidence. The initial campaign centred on the singer’s reimagining of the company’s iconic ‘Maybe it’s Maybelline’ jingle, which was rolled out across TV, digital, social and in-store activations.. It will also spotlight Miley as the face of major upcoming launches, including a new colour launch and the brand's Sky High mascara – with Miley set for a multi-year partnership with the brand.

Upon the launch of the campaign, Miley commented on the authenticity of the partnership.

“I remember singing the Maybelline jingle as a kid and imagining it was me on the screen. Now, it is. To take something so iconic and make it mine – it's powerful and personal,” she said. “This partnership brings together two core parts of me. You can't erase makeup from music. Within music, there's performance and honesty – makeup enhances both. It's how I tell my truth without saying a word. 

“Maybelline shares my belief that makeup should be expressive, ever-evolving. Partnering with Maybelline, a brand that celebrates meaningful values, self-expression and play, felt like the most natural fit in this stage of my life.”

Revitalising the Kate Spade brand

Kate Spade has been taking steps to revitalise its brand for some time. Since the appointment of CEO Eva Erdmann in late 2024, the company has been shifting its focus to celebrate its 90’s heritage. Alongside this, it has been simplifying its product lineup – reducing its handbag styles and focusing on the ‘Duo’ bag as its new hero piece. 

This can be seen in its recent ‘Spark Something Beautiful’ campaign, which stars Charli D'Amelio, Ice Spice and Laufey, and has been designed to reflect the versatility of the bag.

“At Kate Spade New York, we believe that the little moments shared together are what truly brighten life,” said Kaisy. “Like the Duo Bag, our campaign stars reflect uniqueness and versatility—yet shine brightest together. At its heart, this campaign is about how showing up for each other can transform even the simplest moments into something extraordinary.”