RED Development is seeking a Marketing Specialist with a background in retail or shopping center marketing to lead the marketing and communication efforts of the shopping center and to achieve the center’s goals. These responsibilities include coordinating, overseeing and implementing all aspects of the center’s marketing and communications plan including marketing, advertising, public relations and special event planning. He/She will establish a working relationship with the center staff; RED’s corporate teams; contractors, vendors and agencies/freelancers; media; community leaders; and tenants. Additionally, the Marketing Specialist should implement programs specifically targeted at tourism, promoting the entertainment components of the project and soliciting sponsorships and be proficient in budgeting and sales forecasting.
Essential Duties and Responsibilities
Plan and implement a strategic, overall marketing and communications program for the shopping center. •Plan and effectively execute an integrated advertising program to enhance tenant sales and generate positive results for the overall success of the center. •Plan and implement targeted consumer initiatives such as direct mail, shopper incentive programs, and email and printed newsletters. •Plan and implement center’s special events including tenant coordination, entertainment, vendors, decorations and value-added opportunities. •Coordinate public relations efforts that maintain the center in a favorable light, creates interest in the center, promotes special events, and increases exposure of tenants, builds relationships with key media, and enhances the overall perception of the center. •Coordinate a community relations program that makes the center an integral part of the trade area and a community resource. •Maintain center’s Web site registered shopper database.
Position the center as an entertainment destination in the West. Create opportunities to constantly amaze and entertain guests.
Develop and implement opportunities within the regional market to attract tourism and the hospitality industry throughout the West.
Increase, through sponsorships, trade-outs, partnership marketing and merchant involvement, the financial resources for coordinating effective marketing opportunities throughout the center.
Evaluate the effectiveness of key marketing activities in terms of sales results, consumer response, publicity value, tenant success and community support.
Conduct and evaluate primary and secondary research, as needed, to evaluate program effectiveness, assist with planning, assess competition and to be proactive in marketing efforts.
Participate in the development of, administer and maintain the complete, yearly allocated marketing budget, including non-event and non-advertising related items, for the assigned center. Provide sales forecasting, based on available data, for center and pertinent tenants.
Understand and meet legal requirements for special events, vendor contracts, volunteer guidelines, etc., as they pertain to implementing the marketing plan.
Prepare and provide regular verbal and written reports including marketing plan summary, sales updates, public relations value, competitive analysis, traffic counts, etc., to corporate and center management, investment partners and other designated parties.
Develop and implement a tenant relations program that includes, but is not limited to, regular tenant meetings, tenant newsletter, personal calls and visits, customized marketing plans and sales incentives.
Create activity within the assigned center that increases shopper frequency, length of time in the center, and the number of retailers visited while on property.
Assist Leasing as needed through research and marketing efforts in achieving 100% tenant occupancy.
Other duties as assigned.
Supervisory Responsibilities (If applicable)
May supervise non-exempt, exempt or professional employees. Carries out supervisory responsibilities in accordance with the organization’s policies and applicable laws. Responsibilities may include recruiting, interviewing, hiring and training employees; planning, assigning and directing work; appraising performance, rewarding, counseling and disciplining employees; addressing complaints and resolving problems.
May be required to travel for business purposes up to 15% of the time. All properly documented and approved company travel-related expenses will be reimbursed in accordance with RED Development’s Travel and Entertainment Policy.
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Position requires flexibility in working hours.
Exhibits excellent time management and organizational skills.
Flexible outlook towards task management.
Understanding of existing retail offerings, demographics in trade area and regional market. Proven ability to obtain venue sponsorships.
Education and/or Experience
Required: Bachelor’s degree with emphasis in marketing, advertising, journalism or business administration. Three to four years in field or in a related area.
Preferred : Four to six years in retail and/or related shopping center experience.
Language and Communication Skills
Strong written and verbal skills.
Ability to write, read, analyze and interpret reports, business correspondence and procedures manuals.
Ability to effectively present information and respond to questions from management, tenants, clients, customers and the general public.
Ability to effectively create and propose sponsorship proposals to local and national companies.
Ability to interpret a variety of instructions furnished in written, oral, verbal, diagram, report or schedule form.
Requires collaboration with field marketing and corporate marketing, while implementing programs independently.
Strategic planning and thinking. Creativity and innovation.
Other Skills and Abilities
Proficient in Microsoft Office applications, Publisher, photo-editing software, budgeting software, asset management software, Web/Internet/e-mail technologies and general computing technology.
Ability to prepare a marketing budget.
Ability to calculate figures and amounts such as discounts, interest, commissions, proportions, percentages, area, etc., related to daily job responsibilities.
Ability to negotiate with outside vendors to arrive at working arrangements beneficial to the center and its initiatives.