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Marketing Manager

5 months ago


Sherwood Park, Canada Sherwood Park - Primaris REIT Full time

Reporting to the General Managers of both Sherwood Park Mall and St. Albert Centre, the main responsibility of the Marketing Manager is to effectively communicate, source, and execute property-level marketing initiatives. This will be achieved, in part, through the creation, development, and implementation of the overall strategic marketing plan of the shopping center with the ultimate goal of driving net operating income. Please note that this position will support both our Sherwood Park and St. Albert locations.

**Role Responsibilities**
- Develop and execute an annual marketing plan which strategically utilizes all platform programs & supports the property marketing objectives
- Research and formulate marketing and branding strategies and create detailed marketing tactics for the Centre that positively impacts the center’s core financial objectives: income, leasing, sales, overage rent, traffic, threshold and market share
- Implementation of business development revenue opportunities including mall assets, media assets, and mall programming in order to achieve the financial sales goals of the property
- Develop and implement retailer intensification strategies that drive awareness and sales
- Develop and disseminate the brand vision consistent with that of the overall creative strategy for the Centre’s website and presence, by communicating the vision with the design firm, in partnership with IT and Management
- Working together with Specialty Leasing, explore trends to devise sponsorship and promotional programs that fulfill the Centre’s objectives while at the same time supporting community endeavours
- Review, edit, and proof communications pertaining to marketing initiatives and correspondence, ensure all materials have a high degree of accuracy and brand integrity
- Promote platform program opportunities to, and foster relationships with key retail partners
- Create annual marketing budgets based on retailer contributions, allocating expenses as appropriate to support events, advertising and brand messaging in order to achieve center objectives
- Forecast and maximize marketing dollars by analyzing sales performance of the center and our retailers including overage rent, as well as the ROI on marketing programs on a monthly basis
- Oversee and execute local and regional tourism programs (where applicable)
- Coordinate shopping center visual merchandising, signage and advertising programs to ensure quality and effective use
- Manage marketing work surrounding center renovations, redevelopment and expansions to ensure effective messaging to the shopper base (where & when applicable)
- Prepare media plans, media buys and media channels for the most effective reach of the target audience for the center
- Oversee management and budget of the Guest Services operation including the hiring and training of the Guest Service Supervisor Representatives, and monitor job performance of all Guest Services staff (where applicable)
- Drive growth of Primaris Gift Card program by identifying and acting on opportunities to promote the program & explore efficiencies
- Maintain and evaluate Primaris customer research, such as traffic counters, focus groups and intercept studies, through ongoing analysis of available research data, including website and social media traffic in order to ensure marketing directions are relevant and effective
- Continuously monitor, track and report on publicity value that has been generated through a result of community, marketing, partnership and sponsorship events, etc.
- Remain well informed of recent developments in the primary, secondary and tertiary trade area, and how it may impact the Centre
- Other duties as assigned
- Supervision of Direct Reports
- Conduct annual performance reviews and coach direct reports accordingly
- Actively participate in the hiring and onboarding processes when required
- Motivate, direct and evaluate all direct reports through regular formal and informal discussions, including annual evaluations and goal setting sessions, to enhance employee job satisfaction, foster employment stability, and maximize productivity

**Role Requirements**

**Formal Education and/or Certifications**
- Bachelor’s Degree/Diploma in Marketing, Advertising, Business or related field required

**Years of Experience**
- Minimum 5 years’ experience in strategic marketing, event management, sales, sponsorship or related area
- Minimum 3 years supervising, coaching, and mentoring direct reports

**Specialized knowledge, skills and abilities**
- Knowledge of retail management, marketing, advertising with working knowledge of the media industry
- Outstanding managerial skills complemented with strategic & analytical business acumen
- Excellent interpersonal, communication, sales and negotiation skills with the ability to use tact and diplomacy
- Creative approach and the ability to identify and roll out innovative solutions to generate new experiences for tenants and consum