Summary
The Senior Manager, Marketing will support the overall marketing strategy and brand development of the company's property portfolio, with a focus on mall activation, tenant engagement, and community placemaking. This role balances strategic planning with hands-on execution of A&P initiatives to enhance visibility, drive footfall, and strengthen brand affinity.
Main Duties & Responsibilities
Marketing & PR
- Develop and lead integrated marketing strategies to enhance brand positioning and awareness of the company and its property portfolio.
- Collaborate with internal teams to ensure stakeholder alignment of business goals to be achieved with marketing & PR initiatives.
- Establish and govern brand standards across all corporate touchpoints ensuring consistency and quality across all produced materials.
- Manage external agencies (creative,media and, other partners) to uphold brand excellence and consistent brand identity across all communications channels.
- Oversee the planning, development, and execution of marketing campaigns, including creation and distribution of digital content to drive engagement and visibility.
- Conduct market research and competitor analysis to identify emerging trends, customer insights, and opportunities for brand differentiation.
- Prepare and manage marketing materials and collaterals to support the company's leasing activities.
- Monitor marketing performance metrics to assess effectiveness and guide continuous improvement.
Asset-Specific Marketing & Engagement
- Lead the development of annual A&P calendars and budgets, ensuring alignment with asset positioning and tenant marketing requirements.
- Plan and execute mall-level marketing programmes and promotional campaigns to drive shopper engagement, footfall, and tenant sales performance.
- Collaborate with tenants to co-develop retail promotions, seasonal campaigns, and joint A&P initiatives that strengthen mall visibility and tenant partnerships.
- Curate and manage content for mall directories, social media, digital screens, and other on-site communications to enhance audience engagement.
- Evaluate campaign performance through data analytics, shopper insights, and tenant feedback to optimise future initiatives and ensure measurable ROI.
Events & Community Activation
- Conceptualise and execute community-driven events and experiential activations that align with the company's vision and enhance the appeal of its properties.
- Implement placemaking initiatives to create vibrant, inclusive, and engaging spaces for the community.
Job Requirements
- Bachelor's degree in Marketing, Business, Communications, or a related field.
- 8-12+ years of experience in marketing, branding, PR, or partnerships, preferably in real estate, placemaking, retail, hospitality or lifestyle industries.
- Proven ability to develop and lead marketing strategies from concept to creation that support brand positioning and business level outcomes.
- Strong experience in budget ownership, A&P planning, and evaluating marketing ROI.
- Demonstrated leadership in managing teams, agencies, and/or cross-functional stakeholders, with the ability to influence at senior levels.
- Strong command of brand strategy, digital ecosystems, and community engagement.
- Excellent communication, negotiation, and relationship-building skills across internal and external stakeholders.
- Ability to prioritize and manage multiple projects in a fast-paced environment.
- Demonstrated experience or involvement in urban development, placemaking, or social impact initiatives.
