Introduction
The Mall Marketing Manager is responsible for managing and coordinating the complete on-site marketing function, assisting with formulating, and implementing sustainable marketing and brand strategies, public relations and communication strategies and policies while managing the marketing and information staff’s key outputs as well as representing Centre Management. The person in this role must support the Head Office Marketing Department and Mall Management in all aspects of its operation. The position requires planning and execution of special events, public relations efforts, tenant communication and relations, community relations and philanthropic outreach, tourism program support [where applicable], advertising and collateral production and sponsorship programs. The position is responsible to ensure appropriate representation of The Mall. The Marketing Manager is charged to ensure that the programs, events, and activities are in line with the Marketing Plan goals and strategies as well as company standards.
Duties & Responsibilities
Position Reports to: Group Marketing Manager, Asset Manager and General Manager
1. Development of the Mall’s Annual Marketing Strategy and Budget
- Assist the Group Marketing Manager and/or Marketing Agency with compiling a comprehensive marketing strategy in line with the Mall’s performance, objectives and research results on an annual basis.
- Assist the Group Marketing Manager and/or Marketing Agency to compile the marketing budget in line with the annual marketing strategy.
- Manage the execution of the marketing strategy on a daily basis.
- Manage and control the marketing budget and expenditure in line with marketing activities.
2. Development and Implementation of the Mall’s Brand Strategy and Advertising Plan
- Coordinate the creative campaigns developed for the brand, Mall and event/promotionspecific campaigns and manage the creative process.
- Determine the preferred media and tools to use and to initiate all media planning and bookings.
- Act as the brand custodian for the Mall.
3. Management of the Marketing Department and Administration
- Managing all marketing and information staff when applicable and overseeing their KPI’s.
- Managing day-to-day HR issues as required together with the Head of Marketing, MD and/or head office HR representative.
- Conduct regular performance reviews with each staff member when applicable and managing performance levels and recording this correctly on employee files.
- Facilitating team building, regular team meetings, portfolio meetings and performance reviews when applicable.
- Ensure all marketing assets are systematically registered and maintained.
- Hold regular marketing meetings and ensure minutes are accurate.
- Filing and maintenance of all records relating to the marketing of the Mall.
4. Planning and Implementation of Promotions and Events
- Sustain the brand awareness levels of the Mall through ongoing annual, seasonal, weekly events and promotions as documented in the marketing strategy.
- Conceptualise events/promotions in line with marketing strategy and Mall objectives and oversee the event team’s implementation of the plan.
- Ensure efforts to secure sponsorships to enhance event spend where possible.
- To ensure that events are successful in building the brand, increasing quality foot traffic, driving turnover and extending dwell time.
- Concept, planning and implementation of all event initiatives.
- Mall sponsored community events, merchandising events, fundraising events, tourism events, third party / partner events and retailer-based events.
- Establish special event budget and manage event costs.
- Provide Head of Marketing with planning and progress for each event.
- Prepare event notifications outlining responsibilities to ensure event needs are communicated to department heads and teams.
- Document each event and create event recaps that include photos, return on investment, retailer / partner results, press clippings, tear sheets as well as event summary.
- Preparation of promotional materials and collateral to support events.
- Orchestrate merchant participation in Mall sponsored and endorsed partner events.
- Attend community functions to promote the Mall.
5. Media Relations, Public Relations and Publicity
- Development of a PR strategy in line with the approved marketing plan and strategy.
- Oversee PR outputs to ensure ongoing efforts to secure publicity to maximize exposure for the mall.
- Regular development of press releases.
- Establish annual press release distribution plan and manage schedule.
- Create press releases.
- Direct 3rd party writers and bloggers.
- Maintain press list and keep contacts’ current.
- Respond to media inquiries and escort approved media on property.
- Complete formal media training.
- Respond to media inquiries when applicable.
- Qualify and grant media interviews when applicable.
- Coordinate merchant participation for print and broadcast PR purposes.
- Meet with media contacts along with Marketing Director.
- Organize and calculate Mall press clippings.
- Develop an effective crises communication management plan.
- Ensure customer service is a priority and effectively communicated through all marketing activities.
6. Social Media
- Set annual and quarterly goals for Social Media platforms.
- Work with digital marketing coordinator to set social promotional calendar.
- Establish social media strategy.
- Oversee social media voice to maintain brand consistency.
- Provide direction and oversight of social media program.
7. Promotion Court and Sundry Sales
- Develop the promotion court sales strategy and oversee implementation.
- To supervise the promotional court sales function and to ensure that income targets are met and potentially exceeded.
- Ensure that promotional court displays, and activities are in line with Mall regulations and reflect positively on the Mall’s brand.
- Manage contractual SLA’s of media agencies appointed by the Mall to drive sundry sale income.
- To implement the necessary controls and procedures to ensure that the sales function is effective and result driven.
8. CSI Programme
- Development of CSI strategy in line with the marketing plan and marketing strategy.
- Implementing the Mall’s CSI strategy.
9. Tenant Programme
- Ensure the effective implementation of a formal tenant relationship plan in line with the strategy.
- Initiate tenant training, workshops, service audits, awards program as required.
- Ensure effective communication plan including regular tenant newsletters and updates.
10. Reports
- Submission of detailed monthly report for Mall owner packs and as required.
- Presenting marketing budget and actual spending to shareholders (owners) as required.
11. Research
- To implement a research strategy as required and oversee the appointed service provider.
12. Supplier invoices
- Obtain supplier invoices and submit timeously for payment per the managing company’s policy.
13. Miscellaneous
- Assignments given by the Group Marketing Manager.
- Update Group Marketing Manager weekly or when required.
- Answer inquiries from merchants, guests, vendors, and sales solicitations.
- Assign tasks to staff and follow up as needed.
Desired Experience & Qualification
A minimum college degree in marketing or equivalent.
A minimum of 5 years of experience in marketing event management.
Proficient in use of computers particularly Excel, Microsoft Word and PowerPoint.
Social media knowledge and strategy skills.
Strong organizational skills.
Public relations skills.
Well-rounded oral and written communication skills.
Supervisory experience.
Negotiation skills.
R300 000 – R360 000
Salary: Market Related
Start date: 1 April 2022 – 12 month contract (negotiable)
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