Senior Manager, Marketing

Summary

The Senior Manager, Marketing will support the overall marketing strategy and brand development of the company’s property portfolio, with a focus on mall activation, tenant engagement, and community placemaking. This role balances strategic planning with hands-on execution of A&P initiatives to enhance visibility, drive footfall, and strengthen brand affinity.

Main Duties & Responsibilities

Marketing & PR

• Develop and lead integrated marketing strategies to enhance brand positioning and awareness of the company and its property portfolio.


• Collaborate with internal teams to ensure stakeholder alignment of business goals to be achieved with marketing & PR initiatives.


• Establish and govern brand standards across all corporate touchpoints ensuring consistency and quality across all produced materials.


• Manage external agencies (creative,media and, other partners) to uphold brand excellence and consistent brand identity across all communications channels.


• Oversee the planning, development, and execution of marketing campaigns, including creation and distribution of digital content to drive engagement and visibility.


• Conduct market research and competitor analysis to identify emerging trends, customer insights, and opportunities for brand differentiation.


• Prepare and manage marketing materials and collaterals to support the company’s leasing activities.


• Monitor marketing performance metrics to assess effectiveness and guide continuous improvement.

Asset-Specific Marketing & Engagement

• Lead the development of annual A&P calendars and budgets, ensuring alignment with asset positioning and tenant marketing requirements.


• Plan and execute mall-level marketing programmes and promotional campaigns to drive shopper engagement, footfall, and tenant sales performance.


• Collaborate with tenants to co-develop retail promotions, seasonal campaigns, and joint A&P initiatives that strengthen mall visibility and tenant partnerships.


• Curate and manage content for mall directories, social media, digital screens, and other on-site communications to enhance audience engagement.


• Evaluate campaign performance through data analytics, shopper insights, and tenant feedback to optimise future initiatives and ensure measurable ROI.

Events & Community Activation

• Conceptualise and execute community-driven events and experiential activations that align with the company’s vision and enhance the appeal of its properties.


• Implement placemaking initiatives to create vibrant, inclusive, and engaging spaces for the community.

Job Requirements

• Bachelor’s degree in Marketing, Business, Communications, or a related field.


• 8-12+ years of experience in marketing, branding, PR, or partnerships, preferably in real estate, placemaking, retail, hospitality or lifestyle industries.


• Proven ability to develop and lead marketing strategies from concept to creation that support brand positioning and business level outcomes.


• Strong experience in budget ownership, A&P planning, and evaluating marketing ROI.


• Demonstrated leadership in managing teams, agencies, and/or cross-functional stakeholders, with the ability to influence at senior levels.


• Strong command of brand strategy, digital ecosystems, and community engagement.


• Excellent communication, negotiation, and relationship-building skills across internal and external stakeholders.


• Ability to prioritize and manage multiple projects in a fast-paced environment.


• Demonstrated experience or involvement in urban development, placemaking, or social impact initiatives.