Retail and Events Marketing Manager

Job Summary

The Retail, Events and Mall Marketing Manager will be responsible for the development and implementation of the retail marketing strategy including campaigns, events, digital marketing, and PR with the principal objectives being to increase footfall and spend through creative and engaging campaigns and activations within a well-known West London shopping Mall.

The Retail Marketing Manager will need to implement a two-tiered marketing strategy that includes brand and tactical marketing activities to position the Shopping centre as a premium retail and leisure destination.

The Retail Marketing Manager is responsible for planning and managing all marketing activities supporting the overall campaign objectives and feeding into the strategic business objectives. The candidate will need to drive all campaign-related activities and ensure the effective and relevant execution of all retail marketing initiatives in line with the managing company and stakeholder plans.

The Retail Marketing Manager must also develop and maintain positive tenant relations and provide support and encouragement to tenants to participate in retail marketing campaigns and activations with the objectives of raising individual brand awareness, footfall, and spend.

Responsibilities include preparing budgets, carrying out market analysis, management of annual retail campaigns and promotional activations, leading proactive relationships with retail tenants and partnerships, measuring performance, and writing follow-ups from retailer meetings and retailer requests, including the appropriate decision-makers in the communication.

The retail tenant mix has been strategically designed to cater to the working and local non-commercial populations, with particular focus on consumers from Affluent Achievers and Rising Prosperity consumer lifestyle groups. Leading mass and premium retail brands sit alongside a vast range of services that include banking, leisure, health, and childcare facilities. An extensive range of cafés, bars, and restaurants that have broad appeal complement this diverse offering. Cafés and restaurants are plentiful, with lots of well-known brands.

The Retail Marketing & Promotions department is responsible for the marketing and promotion of the retail set-up. The department develops and implements the retail marketing strategy; it is a two-tiered strategy that includes brand and tactical marketing activities to position this West London mall as a premium retail and leisure destination, characterised by a high-quality, diverse, and unique provision that evolves each year through the addition of new brands, uses, and spaces whilst providing a positive and enjoyable experience.

The tactical tier of the strategy includes the production and facilitation of a variety of public events in the shopping malls that encompass fashion, sport, and family events. These events are designed to animate and enliven the malls and public spaces, drive footfall, sales and dwell time, and add value to the retail experience whilst creating distinction from other competing centres.

The department also provides local marketing support to retail tenants. Tenants are encouraged by the team to utilise a variety of local marketing initiatives available to raise brand awareness, in-store spend, and footfall. The Retail Promotions and Marketing department consists of an experienced and established marketing team and is supported by consultants and internal departments.

Main Responsibilities

• To develop and execute new ideas to ensure the Retail programme is dynamic, interesting, and relevant.
• To lead generic and specific market research studies and surveys to better understand the retail market, consumer trends, and competitor activities; and to tailor campaigns.
• To identify opportunities for activities, events, and propositions that are relevant to customers and drive sales around key trading moments.
• To manage appointed marketing and advertising agencies, as required, literature/print production, online activations, advertising, events, and exhibitions.
• Report on the effectiveness of retail marketing campaigns using pre-determined KPIs.
• To create, develop, and maintain positive relationships with tenants, external and other key partner organisations and individuals.
• To provide full and effective communication and liaison with relevant internal departments, ensuring the needs of the Retail events programme, inclusive of its aims and objectives are met, including:
• PR & Comms
• Arts + Events
• Retail Management
• To provide full and effective communication and liaison with the mall outlets, external businesses, community, and art and events organisations and individuals.
• To identify new advertisement opportunities both online and through traditional marketing methods, to ensure all marketing efforts are retail-focused and support the brand.
• To deal with incoming telephone and email enquiries from retail tenants, the general public, charities, and experiential marketing agencies.

PERSON SPECIFICATION

• A minimum of 3 years experience within retail or events marketing.
• Proven experience of working within the retail, marketing, F&B, or entertainment sector.
• Experience running successful marketing campaigns.
• Experience of effective budget management.
• Experience in planning and managing a retail promotions calendar.
• Ability to manage multiple projects on different timescales.
• A natural collaborator with a strong analytical mindset and integration skills.
• Excellent organisational, communication, and negotiation skills, with the ability to liaise at all levels.
• Strong reporting and presentation skills.
• Good knowledge of digital marketing channels.

This is an ongoing role for 6 - 8 weeks that may be extended. My client is offering an immediate interview and start.