Director of Marketing

• Develop and execute an annual marketing plan which strategically utilizes all platform programs to impact the center’s core objectives FFO, Sponsorship Marketing income, leasing, sales, percentage rent, traffic and market share.
• Coordinate and implement, along with the VPSM, a yearlong corporate advertising campaign, upholding and maintaining the brand strategy.
• Oversee and arbitrate all aspects of the brand, ensuring clear communication to both internal and external stakeholders.
• Continuously analyze retail competition and monitor emerging brands that may present opportunities or threats
• Employ innovative, “out-of-the-box” marketing tactics to address the evolving needs of the shopping center.
• Leverage media relationships to create strategic “value-added” opportunities that align with and support the center’s local, national, and international programs.
• Research and monitor sales and traffic trends routinely to inform decision making.
• Address major market or center changes, such as renovations, new competition, expansion, or shifts in the economic landscape, including significant layoffs within the trade area.
• Assist General Manager and/or Associate General Manager in analyzing current merchandise mix.
• Develop proposals, present opportunities to potential local sponsorship partners and fulfill all local obligations.
• Follow corporate policies and procedures for all programs/promotions including CRM and Web initiatives.
• Implement corporate programs professionally and timely.
• Measure overall impact of corporate programs on center traffic and retailer sales
• Utilize agency-created materials for in-mall, print and broadcast advertising according to shopping center and corporate guidelines.
• Negotiate promotional agreements and media added value per corporate guidelines.
• Maximize marketing dollars through strategic trade-outs and in-kind agreements.
• Manage the production and use of in-mall collateral material and activities as applicable.
• Provide timely Proof of Performance documentation to ensure accountability and track program effectiveness.
• Keep insurance and agreement documentation in relation to agencies, vendors, advertising, partners, special events and others up-to-date.

• Maintain up-to-date list of retailers’ marketing and public relations contacts.
• Develop communications program to keep retailers well informed on all shopping center activities related to marketing.
• Promote and carry-out center specific and corporate program opportunities to retailers.
• Secure retailer-exclusive offers and promotions to support sales-generating initiatives.
• Analyze tenant sales reports to identify market trends.
• Implement appropriate retail intensification strategies designed to increase sales and foot traffic.
• Monitor local and national retail trends to identify marketing and promotional synergies that benefit tenants and the shopping center.

• Develop and implement communication strategies to collect and analyze customer data, gaining insights into shopping behaviors and trends.
• Maintain open and effective communication channels with key partners, center management, and corporate teams to ensure alignment.
• Stay informed about corporate marketing, promotional, and public relations opportunities, integrating them into local strategies.
• Foster strong relationships with tenants through regular in-person engagement, ensuring they are well-informed and involved in marketing efforts.
• Communicate key elements of the marketing plan to tenants, partners, leasing, and property operations.
• Share relevant sales data and market insights with leasing and development teams to support strategic decision-making.
• Provide timely responses to requests for information from tenants, partners, and corporate stakeholders.
• Organize and coordinate tenant and partner meetings as needed to enhance collaboration and engagement.
• Maintain strong working relationships with mall staff, corporate teams, agency personnel, and asset partners to support seamless marketing execution.

• Develop, plan, and execute a strategic special events program designed to generate awareness, increase traffic, and drive sales for the shopping center.
• Establish tracking guidelines to measure event effectiveness and provide data-driven reports on performance.
• Evaluate special events in alignment with the shopping center’s brand positioning and overall marketing objectives.
• Build strategic partnerships and synergies with companies that share similar brand values to enhance event impact and audience engagement.

• Develop a comprehensive Web Marketing program, including customer relationship management (CRM), permissive advertising, web development, and online advertising to enhance the shopping center's digital presence.
• Ensure the property website remains current and provides up-to-date, relevant information for customers and stakeholders.
• Adhere to corporate guidelines and directives in the development and maintenance of the website.
• Manage relationships with hosting services, website developers, and other stakeholders involved in the production and upkeep of the property’s website.
• Oversee the development, management, and content creation—including copywriting— for the shopping center's social media platforms, such as Facebook, Instagram, X (formerly Twitter), and others, to foster engagement and promote center activities.

Tourism

• Maintain awareness of the regional and drive market to ensure the center remains relevant to local and traveling consumers.
• Coordinate in-market consumer advertising efforts, including partnerships with local hotels and niche markets, utilizing corporate collateral for targeted promotions
• Identify and collaborate with local, national, and international visitor organizations to enhance the center’s tourism outreach
• Cultivate and maintain strong relationships with local, national, and international travel industry partners to expand visibility and attract visitors.
• Fulfill nationally provided inquiries and leads to ensure efficient response and engagement with potential tourists.
• Monitor and analyze market visitor trends to identify shifts and opportunities for tourism- driven marketing strategies.

• Foster a customer-centric culture by encouraging engagement and providing exceptional service at all touchpoints.
• Ensure customer expectations are consistently met, taking the necessary steps to guarantee they leave with a positive impression of the center.
• Respond to all reviews and comments on various platforms, addressing concerns and fostering positive online engagement.
• Collaborate with tenants to enhance customer service skills, providing guidance and training to ensure a consistent, high-quality experience across the center.

• Create an annual marketing plan and accurately budget income and expenses to align with the center's goals and objectives.
• Maintain open communication with lease accounting, collections, and property accountants to acquire information that may impact the center’s marketing funds.
• Allocate marketing funds appropriately to support key marketing strategies and center objectives.
• Maximize marketing dollars by analyzing the ROI on major expenditures to ensure efficient use of resources.
• Monitor monthly income and expense variances to stay aligned with financial goals
• Ensure timely accruals for all year-end income and expenses to maintain accurate financial records
• Develop strategies to attract potential sponsors whose brand alignment and objectives will generate revenue to increase the marketing budget.
• Oversee the implementation of the Business Development aspect of in/on-mall advertising to generate additional revenue streams.
• Create and manage the Arts & Entertainment budget, ensuring appropriate allocation of funds for events, programs, and partnerships to enhance the center’s cultural offerings.
• Develop and maintain a clear financial plan for Arts & Entertainment activities, tracking income and expenses to ensure alignment with the overall marketing strategy.
• Regularly review Arts & Entertainment program spending, ensuring funds are appropriately utilized and any financial discrepancies are addressed promptly.

• Education:

  1. A bachelor’s degree and minimum five years of strong marketing, management or advertising experience in shopping center or related field; MBA preferred.

• Requirements:

  • Shopping center experience/background also required.
  • Knowledge of retail management, marketing, brand management and advertising and working knowledge of the media industry and visitor industry, if applicable to shopping center.
  • Strong verbal and written communication skills, with the ability to articulate clearly and effectively.
  • Excellent interpersonal, communication, selling, and negotiation skills with a demonstrated ability to use tact and diplomacy in all interactions.
  • Sound fiscal management and budgeting skills.
  • Advanced computer skills including Word, Excel, PowerPoint and other relevant tools.
  • Flexibility to work varied schedules including weekends and evenings.
  • Strong management and coaching skills to build a productive team.
  • Capacity to manage multiple projects simultaneously, ensuring deadlines are met and goals are achieved.
  • Strong customer service skills, ensuring customer satisfaction through proactive service and the ability to address concerns promptly and professionally.
  • Event management.