Manager - Marketing & Commercialization

Job Purpose :

The job purpose of this role is to be responsible for conceptualizing and overseeing execution of marketing activities / events, promotions and commercialization, ensure brand visibility, footfall management and achieving marketing revenue targets at the mall/ shopping center.

Principal Accountability :

1. Budgeting and process management:

- Forecasting financial operating budgets for marketing activities/ events and ensure the set operating budgets are met;

- Plan and ensure the set profitability marketing revenue targets are achieved;

- Design SOP for marketing function;

- Conduct SOP briefings to the internal (direct reports) and external (agencies, vendors, tenants) members and ensure SOP guidelines are adhered

2. Footfall management, commercialization and brand management:

- Conceptualize, activate and execute the annual events and promotions calendar to increase footfall at the mall / shopping center;

- Develop and oversee implementation of ATL, BTL, TTL, Guerilla marketing campaigns and brand strategies to achieve marketing revenue targets and create brand visibility;

- Oversee mall / shopping center's publicity through advertising, promotions, website, visual merchandising, magazine, newsletter in order to enhance the branding and positioning of the mall / shopping center;

- Devise marketing strategies to counter competition and attract customers with unique value propositions;

- Managing direct, digital and social media marketing campaigns;

- Responsible for media planning and media buying, post consensus with the management;

- Responsible for commercialization through RMU (Retail Modular Units) and kiosk management;

- Oversee revenue generation through - Signage space selling, space on hire, branding revenues, co-branding and sponsorship etc.;

- Ensure timely market intelligence/ research data is available to curb the competition and develop new marketing strategies for mall / shopping center promotion;

- Oversee communication solutions for all events and guest service promotions which includes up-dating mall / shopping center guides, directory boards and general guest services literature;

- Ensure management of the Gift Card program or any loyalty card programs that are being implemented;

3. Online Marketing, internal / external marketing communication and PR :

- Assist with timely inputs for centre website and new features to meet on-line objectives;

- Provide information for the e-newsletters;

- Incorporate online activities with offline marketing promotions;

- Work effectively with internal departments (esp. leasing, sub-brands and guest services to ensure optimum business effectiveness and information is communicated around the business units - new store openings, launches, events, changes to procedures, staff newsletters;

- Develop content, design and publish internal communication specs in coordination with the corporate marketing team;

- Responsible for Corporate tie-ups & Strategic alliances & cobranding activities;

- Oversee coordination/ liaising with PR and advertising agencies, media planning, event agencies and managing publicity campaigns in coordination with the Corporate marketing team;

- Strategize, plan and execute PR activities as directed, managing media and press and ensure timely press material preparation;

- Assist in designing the mall / shopping center brochure;

- Leading and driving various CSR initiative;

4. Relationship Management :

- Effectively manage relationship with all the vendors / tenants;

- Develop individual marketing campaigns for retailers as required

- Maintain effective relationship with creative, PR, social media agencies and vendors - event production, mall decor, printing etc.

- Oversee / hold vendor / tenant meeting at regular intervals;

- Address issues / concerns escalated, if any.

5. MIS, Reporting :

- Budget planning and impact analysis for management review

- Budget management of campaigns in line with overall marketing budget and event wise ROI analysis;

- Analysis of the efficacy of the marketing programme;

- Prepare weekly and monthly reports on marketing events/ revenue, customer feedback and other relevant details;

- Monthly / quarterly presentation to the management on overall marketing management;

6. Team Management :

- Ensure effective execution of the team members KRAs / KPIs;

- Provide timely resolution / guidance when required;

7. Team and Self-Development :

- Ensure timely updation of the required skills;

- Attending relevant forums / seminar for market updates / intelligence;

Job Purpose of the Direct Reports :

1) Executive - Advertising and Promotions :

-The job purpose of this role is to be responsible for compete event execution, revenue generation through advertising and market research for the mall / shopping center.

2) Executive - Marketing Communication :

- The job purpose of this role is to be responsible for internal / external marketing communication, liaising with PR and other agencies and managing CSR (Corporate Social Responsibilities) initiatives.

3) Guest Relations Executive :

- The job purpose of this role is to be responsible for guest relations management and ensure customer delight at the mall /shopping centre.

This job opening was posted long time back. It may not be active. Nor was it removed by the recruiter. Please use your discretion.