Purpose of the Role
The Retail Marketing Manager’s role involves many aspects of marketing, from strategic and tactical planning right through to delivery of all marketing details, including; PR, social media strategy and event management, as well as possessing the ability to influence a wide range of stakeholders. The successful candidate must be able to demonstrate exceptional communication skills and the ability to drive customer service excellence. This is an all-encompassing role which requires a self-motivated, passionate person who can take a hands on approach to all tasks.
Key Responsibilities
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Preparation and implementation of an annual marketing strategy and budget plan which sets out clear and measureable KPIs.
- Manage marketing budget
- Reporting to the Retail Director and Marketing Director and working with colleagues in the Centre management to ensure footfall and sales are maximised and the brand’s reputation is built
- Liaison with all tenants at both local and head office level in order to engage with them fully when planning all marketing activity. Marketing campaigns to be focused on driving sales and footfall, and generating ROI for both tenants and the client.
- Liaison with stakeholders including customers, community groups, local authorities, colleges and culture groups engaging with them to raise the profile of the scheme. In essence be an ambassador for the scheme.
- Fulfil a weekend Duty Manager role on a rolling cycle alternating with other members of management
- Creation of an annual marketing calendar of events, campaigns and promotions as part of the annual marketing strategy.
- Preparation of a full retailer engagement strategy – including issuing an annual marketing opportunities pack, regular newsletters, event feedback forms, and hosting regular tenant meetings on site with retailers.
- Working with chosen charity partners to implement a purposeful program of CSR activity.
- Management of external agencies in line with budgets and key performance indicators.
- Managing agencies and freelance creative suppliers and occasional copywriting of press releases, creative briefs and advertising collateral.
- Management of annual media buying plan and implementation of this accordingly, and coordinating agency partners to deliver creative outputs in line with the media deadlines.
- Management of all social media sites including strategy and planning and content marketing.
- Liaison with local groups and partners to secure new marketing opportunities, partnerships and links.
- Development of good relationships with the local media within the target area.
- Reporting of footfall and marketing activity to tenants and stakeholders.
- Preparation of monthly reports to include marketing activity and the success of campaigns including feedback from the tenants, as well as reporting of CSR and Green initiatives.
- Attending client management meetings to present the marketing report, on a weekly and monthly basis, either on site or online.
- Management of all PR and to be an appointed spokesperson in the absence of the Retail Director, in the event of any serious incident (media training will be provided).
- Regularly spending time talking with the retailers on their shop floor and communicating with them via email, newsletters and memorandums. This is a very important part of the role as great working relationships with all tenants must be established.
- Hosting tenant meetings, where marketing activities and plans will be presented. The volume of meetings per year will be agreed with the Centre Manager.
- Proactive management of consumer database.
- Management of consumer website.
- Visits to competing schemes within both the primary and secondary catchment.
- Managing consumer research.
- Attend internal management meetings and other meetings as pertinent to role.
- Assisting in the running of centre events which may include working evenings and weekends, as and when required.
Staff
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Work with management staff and contractors towards achievement of the scheme goals and aspirations and implementation of the strategy.
- Develop excellent lines of communication with all centre management staff, retailers and customers.
Health & Safety
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Refer to the Health & Safety manual and adhere to all policies and procedures as required.
Skills, Knowledge and Experience
Candidates will be required to demonstrate the following:
Essential
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Excellent leadership and people skills.
- The ability to lead and manage, as well as take direction and work independently and alone if needed.
- Experience in marketing, PR and social media management.
- Experience in tenant liaison and retailer engagement at a head office and local level.
- Excellent skills in press release writing as well as pitching to journalists.
- A proven track record in the generation of media coverage across all mediums - independently or via agencies.
- A proven ability to build and maintain relationships with clients, the media and third parties.
- Understanding of and experience in managing key stakeholder relationships
- A proven ability of managing agencies and the ability to work across multi-agency briefs.
- Ability to create exciting campaigns that will drive footfall, awareness, sales and enhance dwell time
- Ability to use full range of Microsoft applications including; Word, Excel, PowerPoint and Outlook.
- Ability to post and use the advertising features of Facebok and Instagram
- Ability to use an online email marketing programme such as Mailchimp
- Capable of producing artwork on Adobe Photoshop, InDesign or Illustrator programmes to a high level
- A proven ability to manage workload commitments.
- Experience in the development of high-level reports and presentations.
- Excellent interpersonal skills and the ability to communicate both orally and in writing to a good standard.
- Excellent presentation skills.
- Ability to work on own initiative and confidently contribute to team meetings.
- Willingness to adopt a flexible approach to working patterns in order to respond to the demands of a retail and leisure environment.
- Relevant PR or marketing qualifications to degree level.
- The marketing manager will have to be a team player with exceptional communication skills all supporting a creative and imaginative approach to promotions and advertising.
- The marketing manager will need to be confident in social media, a confident presenter, experienced in controlling budgets and managing outside agencies.
- Be flexible with working hours.
- The marketing manager needs to be fully aware of the importance of customer service and proficient in dealing with customer complaints.
- Be fully aware of the importance of Health & Safely implications surrounding events.
- Knowledge of Data Protection Legislation.
- Broad understanding of Health & Safety principles in relation to event Crisis Management and customer safety.
Desirable
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Warm charismatic personality that has a way of winning over any challenging characters.
- Experience in basic free designs tools such as canva.
- Experience in social media management tools such as sprout social.
- Operational experience.
Working Hours - 40hrs
Please see our Benefits Booklet for more information.