Primarily responsible for curating a brand-appropriate and enjoyable on-property experience necessary to drive tenant traffic/sales and occupancy, while building tenant and consumer affinity for the property. In partnership with Corporate Marketing, manage the strategic development and implementation of property-specific marketing plans, specifically in regards to social media, consumer events, and PR initiatives designed to encourage community engagement and store participation which will maximize tenant occupancy and sales results.
Event Marketing - Develop and execute annual event plans reflective of the property (arts and entertainment) positioning and conducive to the needs of the local community while driving tenant sales performance. with tenants to gain participation in events and notify them of upcoming events and any special instruction for the day of the event. Utilize professional photography and document all property events and associated follow-up.
Public Relations - Effectively manage the development and execution of the local PR strategy, including media relations, blogger outreach, event development, press release generation, on-air segments, and crisis communication.
Social Media – Create, curate and manage all published digital content (images, video, written), including updates to the property website, email blasts, and daily posting to social media channels. Create relevant, original, high-quality content. Increase consumer interaction within digital mediums to drive property visit frequency and tenant sales growth. Become an advocate for the Center in social media spaces, engaging in dialogues and answering questions where appropriate.
On-Property Experience - Develop and maintain onsite consumer communication, including the hardscape directory and property signage event communication. Work with General Manager to ensure property ambiance is reflective of the brand positioning and encourages customer dwell time. Ambiance includes, but is not limited to, art installations, seating, signage, landscaping, cleanliness, and tenant storefronts among other areas.
Tenant Relations - Establish strong tenant communication and partnerships, review stores’ current marketing approach, and create collaborative marketing efforts to ensure tenant and property success. Maintain regular interaction with tenants including a monthly newsletter and annual retailer meetings.
Community Outreach - Develop individual and organizational consumer and business contacts within the community to build the property’s local relationships and growth within the market. Facilitate on-property community partnerships.
Performance & Reporting - Evaluate the effectiveness of key marketing activities in terms of sales results, consumer response, publicity value, tenant success, and community support. Interact with corporate and ownership to communicate performance results and updates.
Legal - Understand and meet legal requirements for special events, vendor contracts, volunteer guidelines, etc., as they pertain to implementing the marketing plan.
Leasing Marketing - Support 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 occupancy rate.
Sponsorship & Short-Term Occupancy - Identify local and regional prospects to partner with to enhance the strategic direction of the center. Develop presentations and pitch materials for potential partners and under the direction of the General Manager and center ownership, negotiate non-traditional income opportunities. Utilize pop-ups and temporary tenants as an incubator to grow permanent tenants.
Project & Budget Management - Manage spending within established budget parameters and timelines in conjunction with corporate marketing.
Bachelor’s Degree required. Marketing, Communications, or related field preferred.
5 to 7 years of Marketing experience
Understanding of event / PR / social media strategy and development
Strong interpersonal / relationship building skills
Self-starter that is intrinsically motivated
Excellent written and verbal communication skills
Strong ability to adapt solutions to new situations requiring reasoning based on experience and/or interpretation
Detail-oriented with strong organizational skills and ability to multi-task
Proficient computer skills, including Word, Excel, PowerPoint, and the internet
In-depth knowledge and understanding of social media platforms
Strong analytical skills
Must be willing and available to work extended hours, including evenings, weekends, and holidays as necessary
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.