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Marketing Director

4 months ago

New York, United States Unibail-Rodamco-Westfield Full time

We are currently looking for our:

Marketing Director – Westfield World Trade Center


What we offer

The Marketing Director is responsible for leading the marketing function of Westfield World Trade Center (WTC) to develop and execute marketing plans, initiatives, and programs designed to create unique customer experiences, increase customer engagement, and drive sales and traffic to WTC restaurants and retailers. The Director will be responsible for developing and managing local marketing strategy, marketing campaign development and measurement, budget allocation and management, events and sales promotions, retailer, stakeholder and community connections, digital service pilots and special projects focused on integrating technology into the customer experience.


We are looking for a candidate who is passionate about consumer-facing, innovative marketing, knowledgeable of New York City and retail, and excited about the opportunity to help reposition WTC as a world-class transportation hub to drive growth. The position is based on-site at URW’s World Trade Center Management Office in New York City.


Scope

Consumer & Marketing Communications

  • Develops WTC’s annual Marketing Action Plan, including local marketing programs, asset positioning in the market, and consumer-facing campaigns, programs and initiatives that add value to the customer experience while supporting WTC strategic goals and KPIs.
  • Manages creative agencies and production resources to create highly impactful marketing campaigns and materials that successfully position WTC to target audiences; Develops creative briefs and reviews/approves all marketing creative, brand assets, video, photography, signage/wayfinding, in-market media buys, etc.
  • Develops and manages local media relations plans in collaboration with national communications/PR team and PR agency, inclusive of local PR support for marketing campaigns, regional programs, new store openings and crisis management.
  • Works in partnership with the URW Events Team, Port Authority, and other WTC campus stakeholders to develop consumer facing events, arts and culture activations, and sales promotions opportunities to highlight retail and restaurant offerings to drive sales.


Operational Marketing

  • Collaborates with WTC teams, including Shopping Center Management, Development, Leasing, Westfield RISE, Events, and key stakeholders including the Port Authority of New York and New Jersey to capture new revenue-generating opportunities, and ensure total asset value creation and ongoing alignment.
  • Develops and maintains strong retailer relations by establishing and maintaining a thorough understanding of the retailer’s business; solicits and encourages retailer participation, support, and integration to marketing programs as an effort to promote their business and add value to the overall marketing plan.
  • Leads and manages third-party marketing vendors including creative agency, social media agency, PR firm, media buyer, and concierge services team to meet agreed upon goals.
  • Supports the Shopping Center Management team with operational duties including Manager on Duty (MOD) responsibilities.


Digital & Services

  • Reimagines WTC’s digital, technology and customer service strategy to reposition asset to a digital-first approach and support the customer journey.
  • In partnership with corporate marketing and Digital/IT teams, develops a comprehensive digital plan and deploy new technology solutions including mobile ordering and delivery, digital directories, Wi-Fi, and additional digital solutions.
  • Drives website and social media strategy, digital marketing campaigns and influencer strategy; Oversees social media agency to curate and publish content to URW-owned digital and social media channels, including monitoring, and reporting on content results.
  • In collaboration with Shopping Center Management, develop and optimize the customer journey, ensuring seamless experience across all touchpoints to drive customer acquisition, retention, and loyalty.


Development Marketing

  • Creates and implements the development marketing plan inclusive of all phases of center repositioning in collaboration with corporate marketing team and asset team.
  • Works with the corporate marketing team in the development of the launch strategy for the development to include, but not be limited to, creative development, new brand, media planning, community engagement, public relations, leasing launch, digital approach, and development milestone events.
  • Develops and manages community & stakeholder relations, outreach, partnerships, and sponsorships for the center to assist asset in repositioning.


Market Research & Analytics

  • Drives generation of superior customer insights and lead on-going requirements in consultation with corporate Analysis & Insights team.
  • Reviews and analyzes local, national, and global competitor activities and behavior for trends and potential ideas/application to Westfield and center marketing initiatives.
  • Leverage’s research, insights, and trends and applies to marketing strategies and communication to translate into actionable, relevant plans and 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, and the implication to ongoing strategy.


Financial Management & Legal

  • Responsible for center’s annual marketing budget and development marketing budget including budget tracking and management.
  • Manages marketing campaign budgets as directed, track and allocate marketing budget dollars as appropriate.
  • Authorizes expenses in accordance with established policies and procedures while managing those expenses to set budget amounts.
  • Follows company procurement procedures and work in partnership with legal, consultants and third-party vendors to develop contract agreements as needed.


What we are looking for

  • 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, transit or shopping center industry knowledge, experience or expertise preferred.
  • Proven track record of developing and managing relationships with key stakeholders, including executives, partners, vendors, and governmental agencies, to advance the company’s interests and objectives.
  • 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.
  • Must be proficient in Microsoft Office and Adobe Creative Suite, experience in PowerPoint.
  • Excellent interpersonal and communication skills at all levels, skilled at giving presentations and participating in large meetings with various stakeholders.
  • Experience in executing tactical large- and small-scale marketing activities.
  • Customer and KPI driven and focused, ability to synthesize consumer data and metrics into tactical marketing plans.
  • Ability to use initiative and skills to meet Company objectives.
  • Commercially aware and up to date with retail / industry news, trends, and best practices
  • Operationally excellent and driven to deliver on the ground results.
  • Ability to work cross functionally both internally and externally at an organization; and manage key stakeholder relationships with diplomacy and sensitivity.
  • Proven ability to thrive in a fast-paced environment.
  • Self-starter, enthusiastic, creative, and results oriented.


What is important to us

Unibail-Rodamco-Westfield (URW) is driven by an entrepreneurial foundation of talented and ambitious employees who embrace change, strive for innovation, and know when to venture into uncharted terrain. Teams within URW are collaborative and thrive by working together to seize opportunity and solve challenges. Employees receive mentorship and guidance while being empowered to drive their initiatives, embracing their individuality and unique backgrounds. URW‘s flagship destinations are interwoven into the community fabric, and we give employees the power to be impactful in their work and lead meaningful change in our communities through volunteering, DE&I programming and leading ESG efforts. URW is an innovator and trend setter in experiential entertainment and is making bold moves to be a brand that creates inspiring consumer experiences in-person and digitally. Breaking beyond conventional beliefs, URW is surprising and delighting customers by reinventing being together and creating memorable moments.


Our company purpose – to Reinvent Being Together – is about reimagining how individuals and communities come together, socialize, and enjoy dynamic experiences alongside one another in entirely new ways. We are at our best when we are TOGETHER safely and joyfully.


Unibail-Rodamco-Westfield is an equal opportunity employer that embraces diversity of backgrounds, perspectives, experience, and skills. We believe that diversity plays an important part in the success of our business, and we are committed to creating an environment which respects, values, celebrates and makes the most of people’s differences.


We evaluate qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, and other legally protected characteristics.


Join us in Creating Sustainable Places That Reinvent Being Together.