An upcoming shopping mall is looking to hire an Marketing Manager for their company. The Marketing Manager is responsible for driving commercial performance across a portfolio of 3–4 malls. This role oversees tenant mix strategy, leasing, brand partnerships, marketing, events, customer experience programs, and revenue-generation initiatives. The role ensures footfall growth, occupancy management, tenant satisfaction, and sustained NOI performance. It leads functional managers across Marketing, Leasing, and Business Development and works closely with Mall General Managers to ensure alignment with overall mall strategy.

Responsibilities

1. Strategic Planning & Leadership

• Develop and implement the annual commercial strategy covering leasing, marketing, promotions, and business development for all malls.
• Define positioning strategies for each mall based on catchment area, competition, and customer segmentation.
• Lead functional managers and align them to overall business goals.
• Collaborate with Operations, Finance, and Facilities Management to ensure commercial activities support mall profitability.

2. Leasing & Tenant Mix Management

• Create and execute a leasing strategy to achieve targeted occupancy and improved tenant mix.
• Identify anchor tenants and high-value brands appropriate for each mall’s demographic.
• Manage retailer relationships and negotiate commercial terms.
• Oversee lease renewals, rent reviews, vacancy management, and space optimization.
• Monitor leasing KPIs such as occupancy %, average rent, and lease expiry risks.

3. Marketing & Customer Engagement

• Design brand positioning, annual marketing calendars, and campaigns for each mall.
• Oversee digital marketing, social media strategy, PR, and influencer engagement.
• Lead events, activations, seasonal campaigns, and experiential marketing initiatives.
• Ensure consistent customer experience standards that increase footfall and dwell time.
• Collaborate with retail partners for co-branded campaigns.

4. Business Development & Revenue Enhancement

• Identify and execute new revenue streams: media sales, promotional spaces, kiosks, events, and sponsorships.
• Build partnerships with brands and event organizers.
• Develop proposals and secure deals to increase non-rental income (NRI).
• Oversee mall advertising assets to ensure full utilization.

5. Market Research & Performance Management

• Conduct market intelligence on competitor malls and retail trends.
• Manage customer satisfaction surveys, tenant feedback mechanisms, and footfall analysis.
• Track KPIs and report performance to the GM.
• Recommend improvements to enhance NOI and customer experience.

6. Stakeholder Management

• Maintain strong relationships with tenants, brand partners, and community stakeholders.
• Work with mall owners and leadership on performance updates.
• Ensure compliance with corporate policies and leasing documentation.

Qualifications & Experience

• Bachelor’s degree in Marketing, Business Administration, or related field; MBA preferred.
• 10–15 years of experience in mall management, real estate, or retail marketing.
• Proven experience managing multiple malls or large shopping complexes.
• Strong knowledge of leasing, marketing, and retail trends.

Key Competencies

• Strategic thinking and commercial acumen
• Negotiation & relationship management
• Marketing & branding expertise
• Data-driven decision-making
• Leadership & coordination
• Customer-centric mindset
• Communication & presentation skills