Job Description
Do you want to help revolutionize a major industry? At Unibail-Rodamco-Westfield (URW), you’ll have the opportunity to impact the future of real estate by developing innovative and engaging places that reinvent being together. Come join a team that builds excitement about working at URW. You’ll get to work with leaders who are passionate about tackling changing consumer behavior with innovative experiences. All this bold vision means the company culture embraces evolution and change. We believe there is no "perfect" candidate and want to encourage applying even if all the requirements listed aren’t met. If you're passionate about URW and looking to learn and grow, then we look forward to reviewing your application.
A high number of candidates may make applications for this position, so make sure to send your CV and application through as soon as possible.
As Director of Marketing, your primary objective is to lead the marketing function for Westfield Valley Fair in the market, to develop short-term and long-term marketing plans that drive sales, traffic, and NOI growth. You will oversee the marketing function in terms of local marketing strategy, interpretations and execution of national marketing programs, budget allocation and management, campaign development and measurement, support local PR efforts, drive digital engagement, support retailer/brand relationships, lead the local marketing team, and ensure that talent meets business needs.
RESPONSIBILITIES
- Develop Westfield Valley Fair’s annual Marketing Action Plan, under leadership of the VP, Center Marketing and with support from the national marketing team, including local execution of national programs, development of local marketing programs and center positioning in the market
- Responsible for implementation of the annual Marketing Action Plan to meet marketing goals and KPIs, in collaboration with center’s marketing team member(s), Shopping Center Manager and asset team
- Create and implement the development of marketing plans inclusive of all phases of center development, in collaboration with corporate marketing team, development and the asset team
- Work with the corporate marketing & Public Relations team to lead annual strategy to include, but not be limited to, creative development, media planning, community engagement, public relations, leasing launch and center opening
- Responsible for center’s annual marketing budget and development marketing budget including budget tracking and management
- Develop and manage local media relations plans in collaboration with national Communications/PR team, inclusive of local public relations support for marketing campaigns, regional programs, new store openings and crisis management
- Lead and manage center marketing team member(s)
- Collaborate with Westfield Valley Fair’s Shopping Center Management, Operating Management, Development, Leasing, Brand Ventures, Events and other property and asset staff, to ensure total asset value creation and ongoing alignment
- Collaborate with the VP Center Marketing and National Marketing team on National Marketing, analysis & insights, brand and content, media, PR/communications, events and digital marketing programs and initiatives that support Westfield Topanga
- Develop and manage community relations, outreach, partnerships, and sponsorships for the center
- Serve as a spokesperson for the asset, including managing on-site media, and supporting Crisis Management communications and PR activity
STRATEGIC & FINANCIAL
- Determine market priorities and assets to allocate marketing resources to the most important /key issues
- Drive generation of superior customer insights and translate into actionable, relevant plans and programs
- Assist in the development and review of the center’s business plans and budgets to ensure all key items are represented in line with the center strategies
- Develop and manage center’s marketing budget and meet all budget deadlines
- Understand the market research needs and lead on-going requirements in consultation with corporate Analysis & Insights team; use research, insights and trends and apply to marketing strategies and communication
- Review and interpret local, national, and global competitor activities and behavior for trends and potential ideas/application to Westfield and center marketing initiatives
- Collaborate with Shopping Center Manager, Operating Manager, Brand Ventures, Events and national marketing team and other asset partners on the development and execution of marketing campaigns that leverage opportunities for additional revenue
OPERATIONAL
- Review marketing strategy ensuring there is alignment between the overall market and individual center approach; identify best practice approaches in market and share results nationally and within center teams
- Review post analysis and results for all major marketing initiatives ensuring measurability and quality, sharing results with key stakeholders
- Support the Shopping Center Management team with operational duties including manager on duty responsibilities
- Assist in the management of Westfield’s customer service initiatives as well as other customer service satisfaction measurement programs
- Ability to understand and communicate the center’s sales performance, traffic results, retailer revenue, kick-outs, and percentage rent, and in comparison, to key benchmarks in the business / industry
- Develop strong retailer relations by establishing and maintaining a thorough understanding of the retailer business
- Solicit and encourage retailer participation / support and integration to marketing programs as an effort to promote their business and add value to the overall center marketing plan
TEAM
- Provide leadership and management of center’s marketing staff including performance management, coaching and development for growth within the company
- Ensure center marketing team member(s):
- Deliver day-to-day excellence in accordance to established metrics and standards
- Execute and assure delivery of each center’s annual Marketing Action Plan
- Adhere to marketing budgets and forecasts
- In collaboration with the VP, Center Marketing and the Shopping Center Manager, recruit, train and onboard new staff to the marketing team as needed
- Develop and improve on tools to support training and development of marketing team
- Excellent interpersonal and communication skills at all levels, skilled at giving presentations and participating in large meetings with various stakeholders
- Experience in executing tactical large- and small-scale marketing activities
- Customer and KPI driven and focused, ability to synthesize consumer data and metrics into tactical marketing plans
- Ability to use initiative and skills to meet Company objectives
- Commercially aware and up to date with retail / industry news, trends and best practices, Luxury market trends and brand awareness
- Knowledge of cultural traditions, holidays, and consumer behavior Asian market. Mandarin language skills, not required, but beneficial
- Highly motivated team player, committed to the company culture of Excellence, Teamwork, Ethics, Boldness, Passion, and Ownership
- Operationally excellent and driven to deliver on the ground results
- Ability to work cross functionally both internally and externally at an organization; and manage key stakeholder relationships with diplomacy and sensitivity
KNOWLEDGE & COMPETENCY REQUIREMENTS
- B.A. OR B.S. degree or equivalent
- 7+ years of Marketing and/or related experience
- Strong business acumen, strategic orientation, and general operations experience
- Retail or Shopping Center industry knowledge, experience or expertise preferred
- Strength in leadership, strategy, marketing, and financial management
- Familiar with digital and social media platforms and curating content
- Experience in public relations, media relations and crisis management preferred
- Exceptional communication skills, clear, concise, and professional representation is expected
- Strong analytical capability, especially in understanding and applying marketing/retail trends and marketing communication principles
- Must be flexible and able to work event shifts which may include nights, weekends, and holidays
- Mandarin speaking a plus
- Ability to travel, as needed
REPORTING STRUCTURE
Direct report to the – Valley Fair Senior General Manager
Indirect report to Westfield VP, Corporate Marketing
COMPENSATION
Exempt position
Salary based on experience and qualifications
Bonus eligible
ESSENTIAL FUNCTIONS
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the physical skill and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
While performing duties of this job, the employee is frequently required to sit and talk or hear
- The employee is regularly required to stand and walk up to 8 hours a day
- The employee must be able to communicate verbally in person and on the telephone
- The duties of the job include bending and stooping, up to 4 hours a day
- The employee is regularly required to use a computer and must possess the ability to multi-task
- Lifting and carrying up to 35lbs for at least 15 minutes at a time
What is important to us is to welcome personalities that are committed, team players, full of positive energy and ready to grow within an international company. We offer a collaborative, innovative and achievement focused culture with unique opportunities for growth. We strive for excellence and our culture fosters autonomy, innovation, and the collective power of our employees. If you are looking for a stimulating and empowering missions that promotes teamwork and challenge daily, do not hesitate to apply!
Unibail-Rodamco-Westfield is an equal opportunity employer that embraces diversity of backgrounds, perspectives, experience, and skills. We believe that diversity plays an important part in the success of our business, and we are committed to creating an environment which respects, values, celebrates and makes the most of people’s individual differences.
We evaluate qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status, and other legally protected characteristics.