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Director, Product Marketing
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 $75 billion of which 88% are in retail, 7% in offices and 6% in convention & exhibition venues, URW owns and operates 102 shopping centers worldwide. 56 are flagships in the most dynamic cities in Europe and the United States. URW centers welcome 1.2 billion visits per year. The Group has the largest development pipeline in the industry, worth $15 billion. Present in two continents and 13 countries, URW provides a unique platform for retailers and brand events and offers an exceptional and constantly renewed experience for customers.
ROLE PURPOSE
As a Director Product Marketing, part of the U.S. Marketing team, you are responsible for the development of each shopping center’s positioning, retail merchandizing mix, and key customer services. This role is the glue that binds our product strategy to the tactics we need to drive success in sales and marketing and to achieve results. You will be coordinating work and collaborating with the Marketing, Shopping Center Management, Operating Management, Leasing and Development teams. It's a balancing act that requires strong diplomatic skills, including knowing when to push back and when to dive in.
You know our competitors like the back of your hand - what they do today and what they plan to do in the future. You also know our customers better than they know themselves, including how they make their buying decisions and their shopping center experience expectations. You also know the markets in which we operate, including opportunities and threats and the different cultural, societal or political variations by market.
You back up strategic insights with market evidence and then use that knowledge to drive the development of positioning and messaging that resonates with customers and empowers our sales channels to be successful. You are obsessed with tracking performance, and have the data to prove what’s working and what isn’t.
RESPONSIBILITIES
• Market intelligence—be the expert on our customers, who are they, how they buy and their key buying criteria. You will utilize the best market research, consumer insights and external reports provided by the Analysis & Insights team.
• Understand and document our customers; their processes, including where they obtain information, and the who, what, when and why behind the decisions they make.
• Understand the competitive landscape—be an expert on our competition and how they are positioned.
• Collaborate with Marketing, Shopping Center Management, Operating Management, Development and Leasing teams to create the ideal retail mix merchandising plan, using internal benchmarks and external research.
• Collaborate with cross-functional teams to develop product positioning and messaging for our shopping centers that resonates with our target customer personas / based on focus groups or other qualitative research.
• Partner with Shopping Center Management and Guest Services teams to identify new customer amenities and services to be offered in our shopping centers, and with Digital Marketing/IT to enhance our products and services, based on research or findings in order to enhance the overall customer experience in-center.
• Ensure thorough validation of the above-mentioned deliverables and be accountable for the delivery of the plans.
• Act as the primary thought leader for the products you support externally, including speaking engagements and written presentations.
• Understand and support our sales channels; train them on the problems we solve for our customers and users; develop internal tools and external collateral and teach them how and when to use them.
KNOWLEDGE & COMPETENCY REQUIREMENTS
• Bachelor’s degree in Business or Marketing
• 5+ years of product marketing experience, with at least 2 years of experience in a market-facing role (e.g. delivering presentations to customers and prospects, conducting competitor analysis and market research)
• Proficient in productivity applications such as Microsoft Office
• Solid understanding of Retail and/or Entertainment markets
• Strong analytical skills, especially in understanding and applying marketing/retail trends and at ease with research
• Must be a strong public speaker, comfortable in front of large, senior groups and a solid writer
• Excellent people and management skills to interact with staff, colleagues, cross-functional teams and third parties. Team player!
• Ability to travel, as needed
URW 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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