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Senior Marketing Director
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
The Sr. Marketing Director (drives marketing success for the shopping centers in this portfolio (Los Angeles area: Westfield Topanga/The Village, Westfield Valencia, Westfield Santa Anita, Westfield Fashion Square, Westfield Culver City; Seattle: Westfield Southcenter). The role is a key contributor to the total asset value creation, specifically working in partnership with the portfolio’s Senior Operating Manager and Vice President Shopping Center Manager, as well as the rest of the Operating Management, Shopping Center Management, Marketing, Development, Leasing and other internal teams.
RESPONSIBILITIES
• Responsible for the marketing strategy and optimizing marketing success for the centers in this portfolio (Westfield Topanga/The Village, Westfield Valencia, Westfield Santa Anita, Westfield Fashion Square, Westfield Culver City; Seattle: Westfield Southcenter)
• Key contributor to the total asset value creation in partnership with the portfolio’s Senior Operating Manager and VP Center Management in addition to the OM team, Development, Leasing and Marketing teams
• Lead and manage center Marketing teams in the portfolio
• Oversee the development of each center’s annual Marketing Action Plan and budget with the center marketing teams and with support from the national marketing team
• Lead center marketing teams in the implementation of the Marketing Action Plan to meet marketing goals and KPIs
• Accountable for each center’s marketing budget
• Identify common marketing issues and/or opportunities across the portfolio and lead special projects to identify solutions and share best practices
• Liaison between portfolio and corporate Marketing
• Collaborate with the VP Center Marketing and national Marketing team on national marketing, brand and content, media, PR/communications, and digital marketing programs and initiatives
STRATEGIC & OPERATIONAL
• Develop overall marketing vision and strategy for the shopping centers in the portfolio and support national marketing and brand strategy
• Contribute to the development and review of each center’s 5-year business plan to ensure all key items are represented in line with the center strategies
• Determine priorities to allocate marketing resources to the most important/key issues
• Drive generation of superior customer insights in collaboration with Analysis & Insights team, and translate insights into actionable, relevant marketing strategies and communications
• Review and interpret local, national and global competitor activities and behavior for trends and potential ideas/application to URW and future campaigns
• Review post analysis and results for all major marketing initiatives, ensuring measurability and quality, sharing results with key stakeholders
• Key contributor in the development and management of URW’s customer service initiatives and measurement programs in collaboration with Shopping Center Management and Guest Services teams
• Have a detailed understanding of sales performance and traffic results for the centers in the portfolio and a comparison to key benchmarks in the business / industry and the implication to on-going strategy
• Develop strong retailer relations by establishing and maintaining a thorough understanding of the retailer business
TEAM
• Provide leadership and management of center marketing team members in the portfolio including performance management, coaching and development for growth within the company
• Ensure center marketing team members:
◦ Deliver day-to-day excellence in accordance to established metrics and standards
◦ Execute and assure delivery of each center’s annual Marketing Action Plan
◦ Adhere to marketing budgets and forecasts
• Recruit, train and onboard new staff to the marketing team as needed, in partnership with the URW Recruitment and Business Partner teams, Shopping Center Manager, and VP Center Marketing
KNOWLEDGE & COMPETENCY REQUIREMENTS
• B.A. or B.S. degree or equivalent
• 7+ years of marketing and/or related experience
• Strong business acumen, strategic orientation, and marketing experience
• Retail or Shopping Center industry knowledge, experience or expertise preferred
• Strength in leadership, marketing, strategy, and financial management
• Exceptional communication skills, clear, concise and professional representation is expected
• 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
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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