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Marketing & Business Development Manager – Galleria White Plains

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Pacific Retail Capital Partners
Published
September 4, 2020
Location
White Plains, NY
Category
Job Type

Description

Pacific Retail Capital Partners is a fully-integrated, entrepreneurial organization with an unparalleled depth of knowledge in all aspects of retail real estate. Our team of executives and strategic partners draw on decades of experience with major national shopping center owners to deliver top-tier service as an operating partner and provide efficient oversight of the company's own portfolio. Our broad-based talent is versed in multiple disciplines from investment and development, which enables the company to quickly assess market opportunities, to management, marketing and leasing which allows them to effectively control costs and maintain the quality of its properties. This position is based in White Plains, NY but our company operates nationally with a particular emphasis on large regional malls.

 

Marketing & Business Development Manager – Galleria White Plains

 

The Marketing Manager is responsible for developing and implementing marketing programs for the retail center that are based on the center's strategic goals. The three main areas of focus are, Marketing for Leasing, Marketing for Sales and Marketing for Business Development.

 

Principal Accountabilities:

Provide Superior Client Service

  • Collaborate with property team to develop and execute comprehensive, research-based strategic planning that directs marketing efforts to enhance asset value by actively participating in the leasing process (permanent and specialty), driving sales, and generating alternative revenue
  • Ensure the properties’ annual marketing plan is directed at achieving owner’s objectives; focused on leasing, sales, and revenue; utilizing the resources and tools available
  • Monitor, control, and adjust, as appropriate, marketing budget and alternative revenue goals to meet year-end projections
  • Work with Leasing and Ownership Team to ensure that leasing collateral, such as fact sheets are current, complete, and accurate
  • Responsible for the procurement and development of programs involving outside consultants such as public relations firms, advertising agencies and other vendors
  • Review monthly sales reports to have a thorough knowledge of retailer sales track key retailers and category trends

 

Leadership, Motivation and Development

  • Manage Marketing Coordinator to define, track and achieve measurable goals established during budget strategy and strategic planning sessions
  • Provide constructive feedback, regular coaching, and career development input throughout the year to help Marketing Coordinator achieve performance objectives and develop their professional skills and capabilities

 

Marketing Strategy Implementation

  • Have a thorough knowledge of the area market including all competitive properties, area and customer demographics and available media
  • Effectively execute an advertising program and strategy to increase center foot traffic, tenant sales and participation in marketplace
  • Coordinate special events and community relations programs to support the strategic plan; work with retailers to involve them as appropriate; track and produce results summaries to determine impact on center traffic and sales; monitor center perception and brand.
  • Develop a strategic public relations and media plan
  • Coordinate ongoing research (online, Scarborough, Alteryx) to support marketing and leasing efforts

 

Advertising and Sales Promotions

  • Strategically plans and executes center advertising and sales promotions
  • Oversees media buys with MC with various media outlets to determine placement and content
  • Oversees reports/analytics for reviews of sales promotion programs
  • Oversees MC who will write copy, proofs materials and distributes as necessary
  • Works with MC to recruit merchants to participate in planned center programs
  • Works with MC and oversees advertising and sales promotions of competitive centers, apprises management, and keep files up to date
  • Performs market studies to understand retail sales performance by category as well as sales performance of competitive centers

 

Tenant and Community Relations

  • Develops and cultivates relationships with store managers to maximize foot traffic, sales, and exposure
  • Develops and implements opportunities for Tenant cross promotions to improve sales
  • Develops and maintains relationships with community groups

 

Communications

  • In conjunction with the General Manager and senior company management, is the local center spokesperson for all public relations and directly interfaces with the media as necessary to further the objectives of the center and furthers the best interests of the company
  • Uses center’s campaign and branding guidelines and oversees all aspects of in-mall signage, including but not limited to, center directories, duratrans, barricade, static sticker in-center sign programs, LED board content, exterior static billboards with the assistance of MC
  • Prepares Business Development section of AMR for ownership
  • Oversees Marketing AMR.
  • Oversees MC in all aspects of outreach to community partners in support of programs in place including but not limited to hotel, office, school, nonprofit programs

 

Special Events

  • Plans and works with MC to implement all center events
  • Serves as primary contact for all event operations
  • Coordinates events’ operations with MC participating departments & vendors
  • Monitors event expenses
  • Reviews event logistics and performance
  • Researches and recommends appropriate events for center participation and sponsorship
  • Conducts a timely post-event and/or post-promotion meeting review of event/promotion to determine viability and changes/adjustments for the following year

 

Digital: Website / Social Media / E-Newsletters / Digital Assets/ SMS/ Text-To-Concierge

  • Leads the strategic vision of the center’s website and designs same for optimization and friendly user interface – both customer and tenant
  • Monitors website usage & analytics on a monthly basis
  • Collaboratively works with MC to program and implement all social media content that effectively promotes the center and its brand, retailers, events - with a consistent voice and professional presentation consistent with a first-class shopping center
  • Creates programs across digital platforms and leverages digital assets to increase awareness for the Center and its retailers

 

Visual Merchandising Coordination

  • Oversees and manages MC to schedule installation and de-installation of signs and merchandise in vacant storefronts as needed
  • Oversees MC orders of visual display items, within budget guidelines
  • Work with MC to coordinate preparation, installation, and takedown of center seasonal décor with Engineering and Maintenance, creates calendar of tasks, and monitors budgeted expenses
  • Recommends and researches additions to and changes in seasonal décor
  • Oversees, manages, and schedules installation and takedown of seasonal décor as needed

 

Business Development

  • Responsible for Business Development revenue
  • Source local, regional, and national clients for advertising and sponsorship opportunities
  • Develop Business Development collateral
  • Provide custom decks and renderings to potential clients
  • Update research materials with latest demographic information
  • Coordinate all facets of the Business Development deliverables to the advertiser/sponsor and manage the successful implementation of the various activations in the common area by closely working with MC and the center team
  • Develop and implement local and corporate sponsorship opportunities that will generate additional revenue for the property; document and track all sponsorship proposals and programs

 

Competencies:

  • Communication - Able to provide ongoing communications to mall team through distribution of thoughtful and detailed information.
  • Teamwork - Able to work in a team atmosphere, providing support to other departments as necessary.
  • Organization - Ability to maintain an organized workspace/office and have the skills necessary to keep an easily understood filing system.
  • Customer Service - Has the interpersonal skills to provide good service to customers, contractors, vendors, and clients.  Has friendly and helpful attitude.
  • Adaptability – maintains effectiveness in varying environments, tasks and responsibilities and with various types of people.
  • Drive for Results – can be counted on to exceed goals, bottom line oriented, pushes self and others for results.
  • Planning and Organizing – establish course of action to accomplish goals, develops plan for achieving results, can orchestrate multiple activities at once to accomplish goals, uses resources effectively and efficiently, measures performance against goals, evaluates results.
  • Dealing with Ambiguity - can effectively cope with change, can shift gears comfortably, can decide and act without having the total picture, can comfortably handle risk and uncertainty.
  • Problem Solving – uses rigorous logic and methods to solve difficult problems with effective solutions, looks beyond the obvious and doesn’t stop at the first answers.
  • Time Management – uses his/her time effectively and efficiently; concentrates efforts on the more important priorities; can attend to a broader range of activities; completes work in a timely manner, even under tight deadlines and pressure.
  • Initiative – Takes pro-active approach to meeting and exceeding the requirements of ownership.  Develops best practices for operations and financial processes.
  • Technology – Takes pro-active approach to learning new software programs to improve efficiency and presentations; as well as continuously enhancing existing skills with Excel, Word, and PowerPoint.

 

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