Director of Marketing

Director of Marketing

 

Turnberry Associates is currently seeking a Director of Marketing for Destin Commons.

 

 

SUMMARY:  The position officially reports to the General Manager with the dotted line supervision of the Corporate Marketing Director.  Day to day management of the position is the responsibility of the Mall Manager with the CMD providing strategic marketing direction to ensure fulfillment of core competencies.  This position is responsible for creating, developing and implementing  the overall strategic marketing direction of the shopping center in order to meet corporate and property business and marketing objectives.

 

WORK INTERFACE RELATIONSHIPS: The mall manager oversees the marketing director on a day to day basis and the Corporate Marketing Director provides formal feedback regarding hiring, development, evaluation, salary determination and pay increases, as well as all areas relating to job performance.  Additional internal relationships exist with –Vice President of Retail Operations and various corporate departments.  External relationships will exist with media, agencies, vendors, customers, business contacts, retailers and partners.

 

ESSENTIAL DUTIES & RESPONSIBILITIES (nothing in this job description restricts management’s right to assign or reassign duties and responsibilities to this job at any time):Strategic Planning

·  Develop and execute an annual marketing plan which strategically utilizes all platform programs to impact the center’s core objectives FFO, Partnership Marketing income, leasing, sales, percentage rent, traffic and market share;

·  Implement, along with the Corporate Director Marketing, a yearlong corporate advertising campaign, upholding and maintaining the brand strategy;

·  Manage and arbiter all aspects of the brand and how it is communicated to internal and external constituents;

·  Study retail competition closely and monitor emerging brands which may pose as an opportunity or threat;

·  Employ alternative thinking, ‘out of the box’ tactics and marketing innovation to meet the needs of the shopping center;

·  Use media relationships to develop strategic “added-value” opportunities which tie-into and support the center’s strategy and core local, national and international programs, whereby applicable;

·  Research and monitor center sales and traffic trends routinely;

·  Address major changes in the market or center - i.e. renovation, new competition, expansion and economic, as well as major layoffs in trade area;

·  Assist General Manager in analyzing current merchandise mix;

·  Develop proposals, present opportunities to potential local sponsorship partners and fulfill all local obligations;

·  Follow corporate policies and procedures for all programs/promotions including CRM and Web initiatives;

·  Implement corporate programs professionally and timely; 

·  Measure overall impact of corporate programs on center traffic and retailer sales;

·  Utilize agency-created materials for in-mall, print and broadcast advertising according to shopping center and corporate guidelines;

·  Negotiate promotional agreements and media added value per corporate guidelines;

·  Maximize promotional dollars through trade-outs;

·  Manage the production and use of  in-mall collateral material and activities as applicable;

·  Provide timely Proof of Performance documentation;

·  Keep insurance and agreement documentation in relation to agencies, vendors, advertising, partners, special events and others up-to-date.Financial Accountability

·  Create an annual marketing plan and accurately budget income and expenses;

·  Maintain communication with lease accounting, collections and property accountant to acquire information that may affect the center’s marketing funds;

·  Allocate marketing funds appropriately to support key marketing and center goals and objectives;

·  Maximize marketing dollars by analyzing ROI on major expenditures;

·  Monitor monthly income and expense variances;

·  Timely accruals for all year end income and expenses;

·  Administer gift certificate program according to corporate policy and procedures, keep accurate records, and promote program sales;

·  Develop plan to attract potential sponsors whose brand association and objectives would garner revenue to increase marketing budget.Retailer Intensification

·  Maintain up-to-date list of retailers’ marketing and public relations contacts;

·  Develop communications program to keep retailers well informed on all shopping center activities related to marketing;

·  Promote and carry-out center specific and corporate program opportunities to retailers;

·  Secure retailer offers to enhance sales generating programs;

·  Analyze tenant’s sales reports to identify market trends;

·  Implement appropriate retailer intensification strategies designed to increase sales;

·  Manage retailer’s local and nationwide trends to optimize marketing and promotional opportunities and/or synergies.Communications

·  Devise communication tactics to gather customer data to monitor customers and their shopping patterns;

·  Maintain communication channels with applicable partners and center management;

·  Communicate with corporate contacts on an ongoing basis to stay abreast of marketing/promotional and public relations opportunities;

·  Maintain an excellent rapport with tenants through frequent in-person contact;

·  Communicate key elements of the marketing plan to tenants, partners, leasing, and property operations;

·  Communicate sales and market related information to the center’s development and leasing representatives and provide necessary marketing information/assistance as necessary;

·  Respond to requests for information from tenants/partners/corporate in a timely manner;

·  Coordinate tenant and partner meetings as applicable;

·  Maintain a good rapport with mall staff, corporate staff, agency personnel, and asset partners.Public and Community Relations

·  Develop and implement programs to establish and maintain favorable community and public relations to enhance the image and position of the center in the community;

·  Manage PR agency or personnel, if applicable, to achieve communication objectives for shopping center;

·  Identify partnerships with leading in-market organizations to garner value-added initiatives;

·  Secure partnerships with key community organizations;

·  Work in conjunction with PR agency to make sure they have all necessary information regarding events/programs and other media opportunities enabling them to be effective in seeking positive publicity;

·  Keep an up-to-date media contact list and build network of media contacts;

·  Get all press materials out to the media in a timely fashion;

·  Monitor and track all local, national, international press coverage;

·  Map brand and customer’s needs to local or national charities and causes;

·  Build relationships with media reps in market and abroad, if applicable to shopping center.Special EventsDevelop special events plan designed to generate awareness, increase traffic and sales for shopping center;Institute tracking guidelines to measure special events, while reporting results accordingly;Assess special events in relation to mall’s position and marketing objectives;Build synergies and partnerships with companies that share similar brand association.Web Marketing

·  Develop comprehensive Web Marketing program to include, customer relationship management, permissive advertising, web development and online advertising, among others;

·  Maintain property website information up-to-date;

·  Stay in line with corporate guidelines and directives in relation to website development;Manage hosting, website developer and others related to the production of the property’s website.

 Tourism (if applicable to shopping center)

·  Maintain awareness of Regional Day-Trip and Drive Market; 

·  Coordination of In-Market Consumer Advertising including: Local Hotels, Niche Markets using corporate Collateral;

·  Identify and work with local, national and international visitor organizations;

·  Maintain and enhance local, national and international travel industry relationships; 

·  Fulfillment of nationally provided Inquiries/Leads; 

·  Closely monitor market visitor trends.

 

 Customer Service

·  Write or upkeep customer service manual and orientation program;

·  Use customer service as platform to gather customer insight;

·  Oversee management and budget of the Customer Service Center;

·  Hire and train customer service center manager and monitor performance;

·  Monitor and evaluate the overall performance of the Customer Service staff;

·  Facilitate the training for the national Partnership Marketing initiatives;

·  Ensure quality standards are met in terms of the implementation of national programs.

 

 

QUALIFICATIONS (Education and/or Experience):  The requirements listed below are representative of the knowledge, skill and/or ability required:

 

Turnberry Associates seeks candidates with the following qualifications:

·  A bachelors degree and two to six years of strong marketing, management or advertising experience in a related field;

·  Knowledge of retail management, marketing, brand management and advertising and working knowledge of the media industry and visitor industry, if applicable to shopping center;

·  Well developed oral and written skills;

·  Excellent interpersonal, communication, selling and negotiation skills with the ability to use tact and diplomacy when interacting with others;

·  Sound fiscal management and budgeting skills;

·  Excellent computer skills including word, excel, power point and others;

·  Flexibility to work varied schedules including weekends and evenings;

·  Strong management and coaching skills to build a productive team;

·  Ability to handle multiple projects simultaneously.

 

We offer an excellent benefits and compensation package. EOE/DFWP

For more information, please visit our website at www.turnberry.com