Serve as brand ambassador and chief marketing strategist. Develop annual marketing business plan and budget for presentation to and approval by Ownership; refine and update plans throughout the year as required. Provide strategic planning and direct oversight of plan execution for event activation, merchant relations, sponsorship initiatives, social media campaigns, community relations, tourism outreach and B:B marketing for leasing tactics. Develop and manage the experiential marketing program to build brand recognition, obtain consumer engagement and drive traffic, ultimately achieving the center’s goal of providing New York’s most unique shopping and dining destination.
•Develop and execute annual marketing plan designed to achieve the project’s goals and objectives. •Prepare and track the annual marketing budget, including quarterly reforecasts •Financial reporting. •Analysis of sales and statistical data; review monthly sales reports to ensure a thorough knowledge of retailer sales; track key retailer and category trends. •Develop and implement sponsorship opportunities to generate alternative revenue for the property •Generate engaging events and onsite activation to drive traffic and create excitement •Coordinate tourism efforts •Develop, plan and implement an events calendar; event responsibilities include communication and negotiations with event participants, developing contracts, facilitating event implementation, on-site supervision of center events and post-event merchant/consumer evaluation for analysis and reporting purposes. •Develop and maintain custom marketing program designed to achieve brand vision and marketing objectives. •Develop channel specific programs designed to ensure consistent brand messaging (digital and social media, website and email marketing, public relations and tenant communications). •Plan and execute community, merchant, staff and Ownership meetings as necessary. •Actively engage in the local commercial real estate community, including awareness and analysis of all competitive properties, local area shopping and dining developments, consumer demographics shifts/evolutions and tourism trends. •Serve as a resource to leasing team; assist with execution of broker events, custom pitch packages and preparation for key industry trade shows. •Support leasing efforts to engage in local trade organizations (ICSC, ULI, Chambers of Commerce), prepare necessary collateral and explore thought leadership engagement opportunities.
QUALIFICATIONS: •Ability to multi-task on various projects •High-energy, highly motivated self-starter; willing to provide measurable impact within a dynamic team environment. •Conceptual and strategic, confident and decisive. •Meticulous attention to details and accuracy. •Excellent verbal and written communication skills •Proven results in executing social and digital media campaigns as well as delivering out-of-the-box ideas to position a brand for success. •Measurable experience in cultivating sponsorships and alternative revenue. •Brand ambassador experience, willing to be passionate and highly collaborative. •Excellent organizational skills.
EDUCATION and/or EXPERIENCE: •Experience with strategic planning, budget development and management, large-scale event execution and sponsorship cultivation. •Experience with retail center tourism marketing Bachelor’s Degree (B.A) required; preferably in Marketing/Communications or Business Administration. •Minimum ten-years’ experience within the fashion retail outlet shopping center industry, with demonstrated experiential Marketing, B:C Promotions, Field Marketing and Brand Ambassador Management.
Minimum ten-years’ experience within the fashion retail outlet shopping center industry