Primarily responsible for shopping center consumer marketing necessary to ensure awareness of store mix, drive retailer traffic/sales, direct the strategic development and implementation of property specific programming, revenue generation, and PR plans. This regional mall is contemplating a transformational redevelopment that will change the way guests use the building. The old saying, “If you build it, they will come” is no longer applicable in today’s retail environment. Today, the approach is “If you build it, program it and promote it, they will come.” Our client needs a creative thinker to lead the Center’s marketing team through this new approach. The new Marketing and Programming Manager will be responsible for marketing a brand-new product, something unlike any typical mall.
Programming – conceive, incubate, manage and grow programming for the new planned public spaces. Establish relationships with community and business partners to promote the new public spaces and develop a full schedule of events. Develop programming which stimulates all five senses. Introduce programs that are artful, experiential, memorable, meaningful, tactile and authentic.
Digital Marketing- oversee the redevelopment of the property website and digital properties in conjunction with the rebranding initiative. Ongoing duties include website management, targeted email marketing, social media strategy, influencer programs, customer insights, and data collection, Wi-Fi implementation and monthly reporting on all initiatives through a digital scorecard.
Brand Identity – responsible for managing and providing strategic guidance during the property’s rebranding initiative and implementation to ensure consistency across all marketing channels. Effectively build and communicate the strategic roll-out plan across all center assets and provide leadership for PR firm, ad agency, graphic designers and all supporting vendors. Be the brand manager for every touchpoint and communication representing the Center.
Public Relations – effectively manage and utilize partner agency on development and execution of PR strategy, including media relations, programming development, news release generation and emergency response.
Retailer Specific Marketing – establish strong tenant communication and partnerships and create collaborative marketing efforts to ensure retailer and property success.
Community Development – develop individual and organizational consumer and business contacts within the community to build the property’s local market relationship and growth within the market.
Performance & Reporting – responsible for the collection, reporting, and analysis of retailer sales data, in addition to the management of data-driven analytics in use at the property. Analyze data to produce action-driven strategies to improve performance at the shopping center.
Leasing – support national and local leasing teams in understanding the local market (geography; demographics; existing and new retailer opportunities; other) in order to provide additional tools in securing an optimal mix and occupancy rate.
Project & Budget Management – develop and manage spending within timelines.
Sponsorships – assist in selling advertising, sponsorship and unique partnership opportunities throughout the property to achieve revenue goals.
7-9 years of marketing experience, preferably in shopping centers, live performance, hotels or food & beverage industries
College degree preferred
Proficient computer skills, Microsoft Office, social tools, Google Analytics and other applicable platforms to perform duties.
Ability to lead a team
Knowledge of pop culture
Ability to work during non-office hours, weekends and holidays
About Poline Associates
Poline Associates is an international executive search firm specializing in the shopping center industry.We serve property owners, developers, retailers and service providers who are seeking remarkable talent and work to align them with candidates who are eager for new growth opportunities. Since 1979, our team has been connecting companies and candidates with a commitment to integrity and client satisfaction—making us the industry’s most trusted leader in recruitment.
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