Marketing Specialist - Festival

Job Summary

The Local Mall Marketing Officer assumes a supervisory role in driving exhibit space occupancy and revenue growth through the execution and oversight of strategic marketing initiatives and effective space management. The position involves leading sponsorship development efforts, optimizing underutilized exhibit spaces, and overseeing exhibit space bookings while ensuring strict adherence to mall policies and applicable regulatory requirements.

Duties and Responsibilities

Maximizing Occupancy and Revenue: Lead initiatives to optimize the utilization of both indoor and outdoor exhibit spaces by attracting prospective organizers beyond existing mall tenants. Drive growth in monthly and annual revenues through strategic marketing, space allocation, and occupancy management.

Sponsorship Development: Oversee the design and execution of annual cash sponsorship programs targeting both tenants and external advertisers, ensuring alignment with overall marketing and revenue objectives.

Space and Exhibit Promotion: Champion the promotion and utilization of all exhibit spaces, ensuring tenants are offered priority access while actively positioning underutilized spaces to external organizers. Identify untapped spaces opportunities to maximize exposure and revenue.

Collaboration and Coordination: Supervise all exhibit bookings, maintaining seamless communication and coordination with tenants and organizers to guarantee smooth execution of all marketing activities.

Monitoring and Maintenance: Lead regular inspections of exhibitors to ensure compliance, effectiveness, and optimal presentation standards.

Administrative Documentation: Lead the management and organization of all official records, clean-up of clearances, and agreements to ensure operational efficiency. Maintain documents such as Memorandums of Agreement (MOA), contracts, certifications, policies, and permits with accuracy and accessibility.

Operational Documentation: Oversee the preparation and updating of materials that guide daily marketing and event activities. This includes event timelines, ingress/egress schedules, manpower plans, and operational checklists to ensure smooth execution of programs.

Compliance & Regulatory Documentation: Ensure all marketing and event operations adhere to legal requirements and local regulations. Maintain up-to-date LGU permits, safety clearances, fire permits, and insurance certificates, ensuring all documentation meets regulatory standards.

Project Documentation: Manage the tracking and reporting of all marketing projects and events to maintain accountability and measure outcomes. Prepare project briefs, progress reports, post-event reports, and evaluation summaries to inform decision-making and continuous improvement.

Event Planning & Execution: Lead the conceptualization, coordination, and execution of mall events, ensuring alignment with Festival Mall’s brand image, seasonal campaigns, and tenant promotions. Vendor & Agency Management: Oversee event partners, suppliers, and production agencies to ensure seamless delivery of experiential activities, stage setups, and technical requirements. Tenant Collaboration: Coordinate with tenants to integrate their products and services into events, maximizing cross-promotional opportunities and enhancing visitor experience. Promotional Strategy: Develop and implement event promotion plans across digital, on-ground, and traditional media channels to drive awareness, foot traffic, and engagement. Budget Oversight: Manage event budgets, monitor expenditures, and ensure cost-effective solutions without compromising quality and impact. Operational Coordination: Supervise logistical aspects of events including crowd management, security, vendor schedules, permits, and contingency planning. Performance Evaluation: Track event KPIs such as attendance, engagement, tenant participation, and social media impact to inform future event strategies. Content & Communication: Guide the creation of marketing collateral, announcements, and social media content to ensure consistent messaging and compelling storytelling around each event.

Technical Competencies and Skills

Leasing, Marketing, Event Management

Education, Trainings and Licenses Required

Business Ad, Marketing