Marketing Director

Responsibilities and Duties

Summary

The Marketing Director is responsible for leading the marketing and communication efforts of LACASA Mall and to achieve the Mall`s goals. These responsibilities include coordinating, overseeing and implementing all aspects of the LACASA Mall and communications plan including marketing, advertising, public relations and special event planning. He/She will establish a working relationship with the General Manager and other Mall staff; corporate teams; contractors, vendors and agencies/freelancers; media; community leaders; and tenants. Additionally, the Marketing Director should implement programs specifically targeted at local sales, 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 LACASA Mall

• 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, social media and other appropriate advertising mediums.
• Plan and implement Mall`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 Mall`s Web site registered and mobile application.

Position the Mall as a shopping and entertainment destination in the Palestine.  Create opportunities to drive traffic and sales.

Increase the financial resources for coordinating effective marketing opportunities through sponsorships, trade-outs, partnership marketing and merchant involvement.

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 be proactive in marketing efforts.

Participate in development, administration and maintenance of 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 by General Manager

Supervisory Responsibilities

Marketing Assistant or Coordinator and Guest Services Manager (as applicable).

Provides objectives, evaluates performance and gives interim and annual performance reviews of direct reports.  

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.

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QUALIFICATIONS

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.

Excellent organizational skills.

Flexible outlook towards task management.

Understanding of existing retail offerings, demographics in trade area and regional market.

Required:  Bachelor’s degree with emphasis in marketing, advertising, Digital Media

Experience: Minimum15 to 20 years in retail and/or related shopping center experience, tourism and/or entertainment venues.

Master’s degree is highly preferred

Preferred:  Previous experience marketing a shopping center with a strong focus on retail as well as entertainment and tourism/hospitality marketing.

Language and Communication Skills

Strong written and verbal skills. English, Arabic

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.

Reasoning Ability

Ability to interpret a variety of instructions furnished in written, oral, verbal, diagram, report or schedule form.

Requires collaboration with other marketing directors and corporate marketing, while implementing programs independently.

Strategic planning and thinking.

Creativity and innovation.

Other Skills and Abilities

Proficient in Microsoft Office applications, 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.