Marketing Specialist

Job Summary

Responsible for developing and executing marketing strategies that promote our retail products and enhance our brand presence. To collaborate closely with cross-functional teams to create and implement marketing campaigns that drive foot traffic, increase sales, and foster customer loyalty within our retail stores in Filinvest Malls Dumaguete.

Duties and Responsibilities

KEY RESPONSIBILITIES

1. Mall Marketing & Promotions

Develop and execute annual, quarterly, and monthly mall marketing plans aligned with business objectives.
Conceptualize and implement seasonal campaigns, mall-wide promotions, tenant-driven activities, and traffic-generating programs.
Develop initiatives that increase foot traffic, dwell time, customer engagement, and tenant sales.
Monitor market trends, consumer behavior, and competitor activities in Dumaguete and surrounding areas.
Recommend marketing strategies based on market opportunities and customer insights.

2. Events & Activations

Plan, coordinate, and execute mall events, launches, activations, exhibits, community programs, and special events.
Coordinate with tenants, suppliers, agencies, performers, partners, and government/community stakeholders.
Ensure timely execution of event requirements, including ingress, production, permits, branding, program flow, and dismantling.
Prepare post-event reports and evaluate event effectiveness.

3. Digital & Social Media Marketing

Manage and coordinate the mall’s social media content and digital marketing initiatives.
Develop monthly content plans covering promotions, events, tenant features, announcements, and customer engagement.
Coordinate digital advertising, boosting, influencer collaborations, and online promotional campaigns.
Monitor digital performance and prepare analytics and recommendations for improvement.

4. Tenant Marketing & Engagement

Work closely with tenants to develop joint marketing initiatives that promote their products, services, and offers.
Encourage tenant participation in mall-wide campaigns, events, and promotional programs.
Identify opportunities for co-promotions, sponsorships, and tenant-funded marketing activities to maximize marketing resources.
Support tenants in generating awareness and customer traffic to their stores.

5. Public Relations & Community Relations

Develop and coordinate PR activities to strengthen Filinvest Malls Dumaguete’s presence in the local market.
Establish and maintain relationships with media, influencers, schools, LGUs, tourism organizations, business groups, and community partners.
Prepare press releases, media materials, mall announcements, and other communication requirements.
Identify local partnerships and community-based initiatives that can increase mall visibility and relevance.

6. Branding & Merchandising

Ensure consistent implementation of Filinvest Malls branding guidelines across all marketing materials and mall touchpoints.
Oversee the production, installation, and maintenance of marketing collaterals, banners, posters, digital displays, and other promotional materials.
Conduct regular mall inspections to ensure proper branding and merchandising execution.
Coordinate with creatives, suppliers, and contractors for production requirements.

7. Budget & Financial Management

Prepare and monitor the approved marketing budget for the mall.
Ensure efficient utilization of marketing funds and proper documentation/liquidation of expenses.
Track campaign costs, sponsorships, and co-marketing contributions.
Monitor marketing ROI and recommend cost-efficient initiatives.
Prepare periodic marketing performance and budget reports for management.

8. Customer Engagement

Develop programs that enhance customer experience, engagement, and repeat visits.
Support customer surveys, feedback mechanisms, loyalty initiatives, and customer-focused activities.
Monitor customer feedback and recommend improvements to mall marketing programs.

9. Cross-Functional Coordination

Work closely with Mall Operations, Leasing, Finance, Engineering, Security, and other departments to ensure seamless execution of marketing programs.
Coordinate with Leasing to support tenant openings, occupancy initiatives, tenant promotions, and revenue-generating activities.
Support corporate marketing initiatives and ensure compliance with Filinvest brand standards and policies.

KEY PERFORMANCE INDICATORS

Mall foot traffic growth
Tenant sales growth / sales uplift from campaigns
Effectiveness and ROI of marketing campaigns
Event attendance and customer engagement
Social media reach, engagement, and digital campaign performance
Tenant participation in mall marketing programs
Sponsorship and partnership revenue
Marketing budget utilization and cost efficiency
Number and quality of community/media partnerships
Timely and successful execution of marketing activities

Technical Competencies and Skills

Sales and Marketing, Communication Skills, Organization and Execution, Basic Financial Awareness, Team Collaboration

Education, Trainings and Licenses Required

Bachelors Degree in Business or Entrepreneurship or Marketing Management