The Marketing Director will concentrate on the following: Lead efforts to drive and implement all marketing strategies and initiatives to support business goals and revenue generation for their assigned properties as well as the company overall. The Marketing Director will assist in the creation of a personal annual income goal, and will be charged with selling advertising and strategic partnerships. Marketing Directors will be encouraged to create a sense of place at CBL shopping centers and any initiatives should answer the following questions:
ï?¶Does it drive revenue or add value to the property? ï?¶Does it extend the guest experience? ï?¶Does it enhance the brand?
Specific Responsibilities Include the Following: * Execute all local and company-wide programs and initiatives for assigned centers. * Assist as needed in the implementation of the annual marketing budgets based on distribution of marketing expenses, discretionary expenses and applicable media expenses) to support CBL Marketing initiatives to achieve center goals. * Work closely with the assigned shopping center teams in creating / updating the monthly projection report for their base center; the Specialty Leasing Manager will continue to be responsible for the projection report. * Develop short and long-term Marketing and Business Development strategies for each of the assigned shopping centers in conjunction with mall management teams, leasing, and corporate marketing and business development. * Identify and work with key retailers at base mall (overage rent retailers, at risk retailers, new retailers) to identity unique marketing opportunities, drive awareness, increase sales, and promote meaningful retailer – landlord relationships. For assigned centers this will be done only for special circumstances and on a case by case basis. * Participate in site visits with prospective tenants at base center as requested and provide information on traffic and trade area. * Assist in the management of the barricade graphic creative for the center(s). * Insure on-mall signing and campaign materials are current, timely, and relevant and include a call to action. * Direct the décor set up as well as the holiday photo operation with assistance from mall management team, operations and home office staff at assigned centers. * Develop and maintain the Strategic Mall Information Forms (market plan) for assigned centers to include new store openings, events and other pertinent center information. These plans will be utilized to prioritize media expenditures and be maintained and updated regularly to insure accurate information is being shared within the marketing department. * Cultivate and build relationships in local markets and surrounding communities to create community events, charitable events, activation opportunities, and any / all other events that will add value to the properties. Traffic generating events may or may not be paying events. The determination will be what is best interest of the center based on the questions above. * Maintain effective and productive local media relations, field media calls, prepare responses as directed by the company and serve as spokesperson (as needed and where applicable) for media inquiries per the CBL Crisis Manual. * Be responsible for writing and distributing press releases for their assigned centers via Cision. Generate an accurate, monthly PR report for assigned centers. * Become the face and voice of their base center and/or assigned centers. Be the shopping expert within the communities. Where applicable and feasible, create opportunities to enhance the brand on local media and online channels. * With input and direction from the Digital Strategies Group, focus on exponentially driving growth of our social media channels, as well as an increase in data collection, SMS and Email (subscribers), for all business units of the Company. * Monitor website/social media and insure any changes or updates are made in a timely manner for all assigned centers. * Create and utilize email blasts and/or texting program to communicate with the center’s database on a regular basis. * As applicable, along with the center management team, direct Guest Services including the hiring and training of the Guest Services Manager, assistance in hiring Guest Services Associates and monitoring job performance of all Guest Services staff; at home base malls only. * Participate in Manager on Duty rotation during Holidays at “home-base” mall; * Participate in staff meetings at home-base mall. Communicate regularly with non-base shopping center teams via calls or emails. * Each Marketing Director will be assessed and assigned a field of expertise as a Subject Matter Expert (SME) and be willing to add their knowledge and opinion to specific endeavors.
Special projects may be assigned based on company needs and property specific focus.