MARKETING DIRECTOR (RETAIL)

(Commercial & Retail Real Estate)

Position Purpose

The Marketing Director (Retail) is responsible for developing and executing integrated marketing strategies for commercial and retail real estate projects (shopping malls, retail complexes), with a strong focus on footfall growth, tenant performance, brand value, and leasing support.

Key Responsibilities

1. Marketing Strategy & Brand Management

• Develop and implement mid- and long-term marketing strategies aligned with overall business objectives.

• Define, maintain, and enhance the brand positioning of retail projects, ensuring a strong, customer-centric identity.

• Develop annual and quarterly marketing plans, including budgeting, KPI setting, and performance tracking.

2. Footfall-Driven & Tenant Marketing

• Lead marketing initiatives aimed at increasing foot traffic, dwell time, and repeat visits.

• Work closely with the Leasing team to support tenant acquisition and retention.

• Design and execute tenant co-marketing programs, seasonal campaigns, and in-mall activations.

• Provide strategic marketing guidance to tenants to enhance sales performance and brand visibility.

3. CRM, Loyalty & Data-Driven Retail

• Build and manage CRM and Loyalty programs to capture customer data and insights.

• Leverage data analytics to drive personalized marketing, customer engagement, and campaign optimization.

• Monitor and analyze key metrics such as footfall, conversion rate, customer retention, and marketing ROI.

4. Omnichannel / Phygital Marketing

• Lead omnichannel and phygital marketing strategies, integrating online and offline customer touchpoints.

• Oversee digital marketing channels including Social Media, Website, Email Marketing, SEO/SEM, and Paid Media.

• Optimize digital campaigns to drive brand awareness, engagement, and mall visitation.

5. Events, PR & Communications

• Conceptualize and manage mall-wide events and promotional activities to attract diverse audiences.

• Oversee event execution from ideation to implementation, ensuring alignment with brand standards and budgets.

• Develop and manage relationships with media, PR agencies, and influencers.

• Act as the brand spokesperson at events, conferences, and media engagements when required.

6. Budget & Team Management

• Manage the marketing budget, ensuring effective and efficient allocation of resources.

• Track and report on the ROI of marketing initiatives and adjust strategies accordingly.

• Lead, mentor, and develop the marketing team, fostering a high-performance and innovative culture.

• Recruit, train, and develop marketing talent to support business growth.

Qualifications

• Bachelors degree in Marketing, Business, or a related field (Masters degree preferred).

• Minimum 15 years of marketing experience, preferably in Retail, Commercial Real Estate, or Shopping Mall development.

• At least 3–5 years in a senior leadership role.

• Proven track record in footfall-driven marketing, tenant marketing, and retail campaign execution.

• Strong knowledge of CRM, Loyalty programs, data analytics, and digital marketing.

• Solid understanding of omnichannel / phygital retail concepts.

• Excellent leadership, communication, and project management skills.

• Ability to collaborate effectively with cross-functional teams in a fast-paced environment.

Compensation & Benefits

• Salary: Negotiable, based on experience and qualifications.

• Bonus and benefits in accordance with company policy and applicable labor regulations.