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Marketing Director
Westfield
San Jose, 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 €63 billion, the company owns and operates 97 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 €12.5 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, your primary objective is to lead the marketing function for Westfield Valley Fair in the market, to develop short- and long-term marketing plans that drive sales, traffic and NOI growth. You will oversee the marketing function in terms of local marketing strategy, interpretations and execution of national marketing programs, budget allocations, campaign development and measurement, and ensuring that talent meets business needs.
RESPONSIBILITIES
• Develop Westfield Valley Fair’s annual Marketing Action Plan, with support from the national marketing team, including local execution of national programs, local programs and center positioning in the market
• Responsible for implementation of the annual Marketing Action Plan to meet marketing goals and KPIs, in collaboration with center’s marketing team member(s), Shopping Center Manager and asset team
• Create and implement the development marketing plan inclusive of all phases of center development, in collaboration with corporate marketing team, development and asset team
• Work with the corporate marketing team in the development of the launch strategy for the development to include, but not be limited to, creative development, media planning, community engagement, public relations, leasing launch and center opening
• Responsible for center’s annual marketing budget and development marketing budget including budget tracking and management
• Develop and manage local media relations plans in collaboration with national Communications/PR team, inclusive of local public relations support for marketing campaigns, regional programs, new store openings and crisis management
• Lead and manage center marketing team member(s)
• Collaborate with Westfield Valley Fair’s Senior General Manager, Operating Management, Development, Leasing, Brand Ventures and other property and asset staff, to ensure total asset value creation and ongoing alignment
• 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 that support Westfield Valley Fair
• Develop and manage community relations, outreach, partnerships and sponsorships for the center
STRATEGIC & FINANCIAL
• Determine market priorities and assets in order to allocate marketing resources to the most important /key issues
• Drive generation of superior customer insights and translate into actionable, relevant plans and programs
• Assist in the development and review of the center’s business plans and budgets to ensure all key items are represented in line with the center strategies
• Develop and manage center’s marketing budget and meet all budget deadlines
• Understand the market research needs and lead on-going requirements in consultation with corporate Analysis & Insights team; 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 center marketing initiatives
• Collaborate with Shopping Center Manager, Operating Manager, and national marketing team and other asset partners on the development and execution of marketing campaigns that leverage opportunities for additional revenue
OPERATIONAL
• Review marketing strategy ensuring there is alignment between the overall market and individual center approach; identify best practice approaches in market and share results nationally and within center teams
• Review post analysis and results for all major marketing initiatives ensuring measurability and quality, sharing results with key stakeholders
• Support the Shopping Center Management team with operational duties including manager on duty responsibilities
• Assist in the management of Westfield’s customer service initiatives as well as other customer service satisfaction measurement programs
• Ability to understand and communicate the center’s sales performance, traffic results, retailer revenue, kick-outs and percentage rent and in comparison to key benchmarks in the business / industry
• Develop strong retailer relations by establishing and maintaining a thorough understanding of the retailer business
• Solicit and encourage retailer participation / support and integration to marketing programs as an effort to promote their business and add value to the overall center marketing plan
TEAM
• Provide leadership and management of center’s marketing staff including performance management, coaching and development for growth within the company
• Ensure center marketing team member(s):
◦ 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
• In partnership with the Shopping Center Manager and VP Center Marketing, recruit, train and onboard new staff to the marketing team as needed
• Develop and improve on tools to support training and development of marketing team
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 general operations 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
• 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.