Head of Marketing – Shopping mall and retail assets. Reporting structure Role/Purpose of the job
In the position you will be responsible for achieving corporate objectives in terms of developing and implementing a comprehensive market plan and long-term strategy for the shopping mall and other retail assets for the organization which spans across one super regional mall and multiple community malls. Ensuring measurable objectives are set and met such as traffic, sales and profitability. As well as being responsible for formulating and implementing marketing tactics. As part of the core-management team, should participate in evolving the overall mall corporate policies and goals along with enhancing malls branding and positioning on the long run. Key Accountabilities
General• Continually evaluating the competition and market conditions in order to ensure the mall is effectively positioned in relation to the competition, market demographics, and merchandise mix (product offering) • Continually seeking new and innovative / creative ideas to ensure top of mind awareness for the mall and its attributes Work to build positive relations with the retailers; ensuring relevant and appropriate programs are implemented to enable them to increase their sales and ensure their business is a success • Working closely with the mall general manager to ensure a comprehensive Tourism Plan can be achieved, in keeping with the overall goals of the mall. • Planning and organizing Merchant Meetings, Customer Service Training, Mystery Shopper, Merchant Communications, evaluate and improve overall Merchant Relations and Customer Service on an ongoing basis Retailer Communications • Co-ordinate retailer newsletters and look for methods to improve communication via other mediums • Develop understand and communicate relevant retail trends to Centre management – areas to include sales and footfall forecasting & reporting and general issue’s • Develop individual marketing campaigns for retailers as required Online Marketing • Assess the effectiveness of the mall website and implement content improvements and new features to meet on-line objectives. • Manage and develop the e-newsletters from the website as required • Incorporate online activities with offline marketing promotions Guest Communications • Provide communication solutions for all events and guest service promotions which includes managing the internal guest literature package, which includes up-dating mall guides, directory boards and general guest services literature • Management of the Gift Card program and any loyalty card programs that are implemented Consumer PR • Day to day responsibility for all consumer PR, liaison with PR agency, head office PR and Corporate Comms team as well as other stakeholders Internal Communications • Work effectively with internal departments (esp. leasing, specialty leasing, sub-brands and guest services to ensure optimum business effectiveness and information is communicated around the business units – new store openings, launches, events, changes to procedures, staff newsletters. Marketing Plan • Assist in preparing the annual Marketing Plan and budgets, and ensuring that marketing objectives are achieved, measured and results reported to all relevant stakeholders. Marketing Campaigns • Develop and implement ATL and BTL marketing campaigns and brand strategies to achieve sales targets, from creative brief through to analysis and recommendations. • Budget management of campaigns in line with overall marketing budget • ROI analysis required on each promotion and fed back to business Research • Support general Manager with annual Research plan and requirements B-2-B Relationships • Work closely with all agencies to develop yearly media plan and ensure timely and top-class implementation of all marketing communications. • Develop and manage relationships with retailers, head office, suppliers, retained agencies – ensuring cost efficiencies and brand guardianship is achieved at all times.
• Planning & Organizing• Interpersonal and Communication• Relationship management• Customer orientation• Negotiation