The Director of Marketing will work closely with the General Manager and be responsible for marketing, advertising and managing the strategic marketing plan as well as the digital and social media marketing strategy and management for the shopping center with a targeted focus on programs to increase retail sales, ancillary revenue, and traffic. The Director of Marketing must be able to represent the mall to our customers, tenants, community stakeholders and ownership in a positive manner. The candidate must drive the program and effectively collaborate and work with the corporate marketing team in curating events, advertising and marketing programs and manage multiple projects simultaneously.
BUDGET / FINANCIAL / STRATEGIC / REPORTING
Create, execute and manage the annual marketing and event budget and marketing business plan, inclusive of monthly reforecasting and variance.
Responsible for monthly reports as well as daily and weekly updates inclusive of traffic, tenant sales and trends, website and social media data as well as gift card status.
Prepare and update quarterly marketing reports in a timely manner for ownership comments and final approval.
Utilize an up to date market research study with the most current demographic and shopper profile data to increase sales and traffic to the center.
Partner with and manage the media buying agency and media production contractors inclusive of securing media and providing content and copy as necessary.
Manage, initiate and utilize social, mobile and digital media platforms to respond to customer and industry trends inclusive of Facebook, Twitter, Instagram, Google+, Yelp, and Google Analytics. Identify opportunities for engaging content and create a content calendar.
Manage an effective e-mail and SMS messaging strategy to inform patrons of programs, events, and merchant promotions.
Manage and update the mall’s website and digital media channels as needed.
Manage directory updates both digitally and traditionally.
Identify key opportunities and create engaging experiential events by executing existing and developing a series of events, expos, entertainment, and loyalty programs among other initiatives as required to drive traffic and engage the community and increase sales.
Maintain an effective media relations plan to gain exposure for newly opened tenants and for the shopping center. Manage a tourism marketing plan as necessary.
CUSTOMER SERVICE / EXPERIENCE / COMMON AREA
Effectively manage the existing Guest Services program including monitoring the performance, analyzing trends and planning for the future as technology changes in accordance with customer demand.
Oversee the Gift Card program with the assistance of the Guest Services Manager with a focus on increasing retailer sales via the program.
Coordinate and manage the visual merchandising, signage and barricade graphics plan to maintain an upscale shopping environment.
RETAIL / MANAGEMENT / PARTNERSHIPS
Responsible for developing and implementing a retailer relations strategy to improve programming, communications, and outreach to our merchant partners.
Manage and sell the Media sponsorship program and identify opportunities to sell mall media assets, negotiate and manage the photo concession contracts, and other entertainment programs to benefit financial sales goals of the property without compromising the integrity of the asset.
Manage the communication alert system and identify opportunities to expand the program.
Assists the GM to help foster relationships with key county and community organizations.
Plan, purchase and manage the installation/removal of the seasonal holiday décor package/s.
Works varied schedules including weekends, some evenings and holidays when necessary.
Participate where necessary with prospective retailers and provide demographic data, shopper profile and local market information.
Focus when necessary on specific targeted retailers, drive awareness and increase sales.
Assist in the development of custom leasing materials.
Bachelor’s Degree preferred
5+ years regional mall marketing experience required; experience in repositioning assets very helpful
Ability to present a positive public relations strategy and execute a remerchandising plan.
Proficiency in using Microsoft Office, social media, digital and mobile technology
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.