Marketing Manager Mall Operations

Role Objective:

To lead the malls marketing initiatives to drive footfall, improve tenant sales performance, enhance customer experience, and ensure efficient execution of marketing campaigns aligned with business objectives.

Key Responsibilities:

1. Strategic Marketing Planning

• - Develop and implement annual marketing calendar aligned with mall objectives, tenant mix, and customer demographics.
• - Define and monitor Footfall Targets and SOH benchmarks in coordination with the operations and leasing teams.
• - Collaborate with key stakeholders to create marketing strategies that drive sales uplift and tenant satisfaction.

2. Campaign Execution & Management

• - Plan and execute ATL, BTL, and digital campaigns including festive promotions, brand activations, influencer collaborations, and cross-promotions.
• - Work closely with creative agencies, media partners, and event vendors.
• - Analyze campaign performance and generate ROI-based reports.
• Bring in Campaigns, Ips, Events to the mall with commercial strategic outlook.

3. Customer Engagement & Experience

• - Create and maintain multi-channel customer touchpoints (e.g., events, feedback systems, loyalty programs, social media, kiosks).
• - Implement programs to elevate the in-mall customer journey, including ambience, signage, and promotional visibility.
• - Champion customer data capture and analytics to drive personalization and retention efforts.

4. Digital & Social Media Marketing

• - Drive malls digital presence through content strategy, SEO/SEM, social media, email marketing, and mobile apps.
• - Oversee execution of digital campaigns with measurable KPIs – engagement, reach, conversions, etc.

5. Retailer & Stakeholder Coordination

• - Coordinate with retail partners for joint promotions, co-branded events, and footfall-to-sales conversion strategies.
• - Share periodic footfall data, campaign plans, and insights with tenants to ensure alignment and buy-in.

6. SOPs, Compliance & Reporting

• - Establish and enforce standard operating procedures (SOPs) for event planning, approvals, execution, and documentation.
• - Manage and track marketing budgets, ensuring adherence to allocated spends.
• - Generate regular reports on campaign effectiveness, SOH movement, tenant performance, and customer feedback.
• Generate, Monitor manage all the brandings SOP and guidelines within the mall and Enthral.

Key Performance Indicators (KPIs):

• - Monthly and Quarterly Footfall Growth (%)
• - Campaign ROI and Cost per Footfall
• - Improvement in SOH (Sales per Occupied Hour) metrics
• - Customer Satisfaction Scores / NPS
• - Digital engagement metrics (followers, reach, CTRs)
• - Number and scale of brand activations/events

Qualifications & Skills:

• - Bachelor’s/Master’s in Marketing, Mass Communication, or Business Administration.
• - Minimum 6 years of experience in B2C marketing, preferably in retail/mall/F&B industry.
• - Strong project management, analytical and stakeholder engagement skills.
• - Familiarity with CRM tools, digital marketing platforms, and event management.
• - Excellent written and verbal communication.