Senior Executive, Marketing

Key Responsibilities

Marketing

1. Plan and execute all marketing campaigns of the mall

• Plan the campaigns schedule for the year (minimally 7 campaigns per year) and ensure the respective deadlines/milestones are met
• Formulate ideas and the mechanics of each campaign
• Track and manage campaign budgets
• Work with creative agency to produce marketing visuals/collaterals
• Arrange for the printing and installation of all marketing collaterals (ie hanging mobile, floor stickers, tent cards in tenant's store etc)
• Source for GWP products, event vendors and workshop operators
• Coordinate with internal (Concierge & Property Management team) and external parties to ensure that the successful execution of each campaign
• Conduct post-promotional campaign/events reviews and analysis to assess the effectiveness of the promotions/events in terms of shopper traffic and tenant's NTO

2. Source and manage production vendor for the festive decorations (Christmas and CNY) in the mall

• Conceptualize the dcor theme and design
• Manage vendor to ensure the overview design concept is achieved and timely delivery
• Control cost within budget
• Liaise with Property Management Team and vendor to ensure set up is done properly and within safety codes
• Order CNY flowers/decorations for office lobbies

3. Manage Citylink webpage and social media accounts via external vendor

• Manage content on retail directories, websites and social media platforms
• Plan and maintain social media presence. Monitor social channel conversations and act on any insights that can further enhance the customer experience and branding of CapitaLand Malls.

4. Strategize and implement appropriate programs to create awareness, generate shopper traffic and to drive spending for the mall

5. Annual corporate gift giveaways

• Ensure gifts are within budget and befitting for corporate clients

6. Oversee Citylink's loyalty program

• Increase the yearly number of members

7. Track the expiry of vendor contracts and renew/source for vendors prior to expiry (i.e. social media, website, creative agency, production, CRM, wifi, music license etc)

8. Liaise with tenants

• To provide appropriate A&P support to them
• Engage retail tenants to participate and contribute actively towards the mall's A&P programs as well as to obtain their feedback
• maintain good relations with tenants

9. Manage the leasing of atrium and advertising spaces in CityLink to generate revenue

10. Prepare monthly Ops meeting presentation

11. Conduct market research on competitors and trends, and to undertake any other roles or projects when requested by line managers either on a temporary or permanent basis

12. Handle sponsorship voucher requests and raise for approval

13. Update Tenants Directory listing

• Website
• Master list for BMO's reference
• In mall LED
• Google indoor maps
• F&B directory & LED directory cubes

14. Prepare any necessary tenant bulletin

15. Prepare agreements / licenses for all media advertising sites

16. Coordination of hoarding visuals for incoming / outgoing tenants and ad-hoc works in common areas

17. Print approved voucher for campaigns / promotions / sponsorships

18. Compile and circulate shoppers foot traffic report and graphs

19. Coordinate with internal (IT & Marcom) and external parties (voucher system vendor, foot traffic vendor, photographers, etc.) to ensure accuracy in property and tenant information on HKL & CityLink webpage and marketing media program

20. Raise PRs for marketing activities and update budget summary sheet.

Leasing Administration (if needed)

1. Prepare Term Sheet, Letter of Intent, Licence, Lease Agreement, Surrender Agreement, Variation Agreement, Moving in form, moving out form and related Tenant's / Prospect's documents

2. Co-ordinate and arrange courier to send out all the relevant documents

3. Once the documents signed back, co-ordinate with Grace to get the signature done

4. Co-ordinate with finance and Lee & Lee to get the documents stamp

5. Update DRN system, excel tracking sheet and lease approval's file

6. Arrange and ensure the final completed documents to be sent to Tenant, file in fire safe, file in tenant's file, scan in e-folder and pass to finance

7. Update meeting minutes

8. Keep track and file tenancy alteration expenses

9. Update Tenancy Schedule on monthly basis

10. Generate lease expiry report on quarterly basis

11. Update transaction summary report on half yearly basis

12. Prepare budget & re-forecast template by updating Tenancy Schedule details

13. Check and file NTO on monthly basis

14. Prepare, print, send and file NTO reminder letter on yearly basis

Qualifications

• Diploma or Degree in Business, Marketing, Real Estate, or a related field.
• At least 4 to 6 years of relevant marketing experience in retail or commercial property sector