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Director, National Marketing Operations
Westfield
Los Angeles, CA, United States
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Description
Unibail-Rodamco-Westfield (URW) is the premier global developer and operator of flagship shopping destinations. With a portfolio valued at over €65.2 billion, the company owns and operates 93 shopping centres, including 56 flagships in the most dynamic cities in Europe and the United States. Our centres, welcoming 1.2 billion visits per year, are present on two continents and in 13 countries, and provide a unique platform for retailers and brands – with an exceptional and constantly renewed experience for customers. The Group also has the largest development pipeline in the industry, worth €11.9 billion, focused on building the shopping and lifestyle destinations of the future. In addition, URW distinguishes itself in the communities we serve through our Better Places 2030 agenda, an ambition to create places that respect the highest environmental standards and contribute to better cities and communities.
Our 3,700 talented professionals, at the forefront of innovation, possess the skills and are committed to the engagement and teamwork required to drive performance and generate superior value.
As Director, Marketing Operations, your primary objective is to lead and drive national campaigns, develop and create Marketing plans and support the VP Center Marketing and the center marketing teams at Unibail-Rodamco-Westfield. You will lead and oversee the marketing by guiding local marketing strategy to support the national brand, managing standards of execution of national brand programs with center teams, budget allocations, campaign development and measurement, ensuring that talent meets business needs.
This individual will:
• Create and develop national programs and campaigns across all centers with a comprehensive strategy and vision aligning center activations, digital initiatives and success of programming
• Work and partner with VP Center Marketing, internal department leads and center marketing staff to achieve individual center and collective market KPIs and goals
• Lead and streamline work process of the Marketing team across the portfolio combining efforts where possible and identifying areas of opportunity related to marketing synergies, operational efficiencies and cost savings.
• Support and collaborate VP Center Marketing in the planning, development and production of national seasonal marketing programs
• Guide the center teams to in the creation, development, and on-going delivery of the yearly marketing plans
• Brief internal marketing partners on national marketing programs and partner with them on the development of creative, digital and social content
• Maintain ongoing communication with Operating Managers, General Managers, Center Marketing teams and internal departments to ensure alignment and manage expectations
• Define, communicate and maintain high standard of customer service
• Ability to understand and communicate sales, retailer revenue, and budget planning
Job responsibilities are:
STRATEGIC & FINANCIAL
• Drive generation of superior customer insights and translate into actionable, relevant plans and programs
• Support the development and review of individual center business plans and marketing budgets to ensure all key items are represented in line with the center strategies and support the corporate brand strategy
• Oversee, own and manage corporate marketing budgets for national programs, including Tourism, Easter and Holiday
• Meet all budget & project deadlines
• Understand the market research needs and lead on-going requirements in consultation with strategy and market research; use research, insights and trends and apply to marketing strategies and communication
• Review and interpret local, national and global competitor activities and behavior for trends and potential ideas/application to Westfield and future marketing campaigns
• Establish and communicate marketing objectives, KPIs and measures for the portfolio, including quarterly reports and updates to internal stakeholders and partners on marketing performance
OPERATIONAL
• Drive marketing strategy ensuring there is alignment between the overall market and individual center approach aligned with the corporate brand strategy and budget allocations; identify best practice approaches and share results nationally and with center teams
• Collaborate with VP Center Marketing and internal stakeholders on the development and execution of marketing campaigns that leverage opportunity for additional revenue
• Review and guide the execution of post analysis and results for all major campaigns ensuring measurability and quality, sharing results with key stakeholders
• Work with management, and internal departments and teams to execute on best practices across all touch points of the customer journey
• Strive to improve and build upon overall customer service and amenities
• Have a detailed understanding of sales performance and traffic results for the portfolio and comparison to key benchmarks in the business / industry and the implication to on-going strategy
CONSUMER MARKETING & COMMUNICATION
• Ensure all communications meet Westfield brand guidelines, standards and tone
• Support SVP Communications and PR and center teams to manage crisis situations, identifying, training and onboarding teams to process and standards
TEAM
• Provide clear communication with marketing team on expectations and KPIs
• Lead center teams in execution of national marketing programs, marketing action plans and business plans
• Support center teams in connecting with corporate marketing teams to execute local programs on brand and on budget
• Act as conduit between center teams and corporate marketing team, communicating strategy, actions and results
KNOWLEDGE & COMPETENCY REQUIREMENTS
• College degree required
• 7+ years of Marketing and/or related experience
• Strong business acumen, strategic orientation, and general operation experience
• Retail or Shopping Center industry knowledge, experience or expertise preferred
• Strength in leadership, strategy, marketing, and financial management
• Familiar with digital and social media platforms and curating content
• Experience in public relations, media relations and crisis management preferred
• Exceptional communication skills, clear, concise and professional representation is expected
• Knowledge of real estate and / or retail development, leasing and operations
• Strong analytical capability, especially in understanding and applying marketing/retail trends and marketing communication principles
• Must be flexible and able to work event shifts which may include nights, weekends and holidays
• Ability to travel as needed
REPORTING STRUCTURE
Direct report to VP Marketing Operations
COMPENSATION
Exempt position
Salary based on experience and qualifications
ESSENTIAL FUNCTIONS
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the physical skill and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
While performing duties of this job, the employee is frequently required to sit and talk or hear
• The employee is regularly required to stand and walk up to 8 hours a day
• The employee must be able to communicate verbally in person and on the telephone
• The duties of the job include bending and stooping, up to 4 hours a day
• The employee is regularly required to use a computer and must possess the ability to multi-task
• Lifting and carrying up to 35lbs for at least 15 minutes at a time
Unibail-Rodamco-Westfield is an equal opportunity employer that embraces diversity of backgrounds, perspectives, experience and skills. We offer a collaborative, innovative, achievement focused culture with unique opportunities for growth in a global company and we evaluate qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status, and other legally protected characteristics.
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