ABOUT SHAPE
SHAPE is the real estate investment, development and management company leading some of the largest and most exciting projects in North America including The Amazing Brentwood, The City of Lougheed and RC at CF Richmond Centre.
Through our fully integrated platform, SHAPE specializes in complete neighbourhoods with a top-calibre mix of shops, restaurants, residences, entertainment and a complete range of daily services on rapid transit. By executing on every stage of the real estate process, from land acquisition to property management, we are able to collaborate more efficiently, work seamlessly and perform at the highest level. Every SHAPE property reflects lasting vision, bold creativity and obsessive attention to detail.
Our projects are complex, our vision is simple: deliver social and financial value for generations. With a proven ability to raise the bar across our diverse portfolio of assets, we build on where we’ve been to push the edge of better: for industry standards, quality of life and return on investment.
ABOUT THE ROLE
As the Regional Marketing Manager, Alberta for Deerfoot City, Westhills Towne Centre, Skyview Power Centre (Edmonton) and Emerald Hills District (Strathcona) you will lead and champion each Centre’s positioning, strategic marketing objectives, and all initiatives relating to the rollout of the overall marketing plan. You will work to build momentum and inject energy into each Property during its phased redevelopment. The position will report to Regional General Manager, Alberta and will be supported by the SHAPE Resource Hub.
You will oversee Marketing and Guest Experience staff, ensuring the collective team is focused on the delivery of exceptional guest service, events, programming and more. This role will facilitate communication with the broader Alberta team and tenants.
Primary Job Responsibilities
General Accountability
- Oversee the Centre’s brand strategy as well as its positioning to ensure all initiatives are aligned with the marketing goals and measurable objectives
- Bring innovation, leadership, innovative thinking, and ideas to the Centre’s marketing strategy
- Assess marketing and guest service performance and report successes and challenges on a regular basis through monthly and quarterly reports
- Work closely with the SHAPES Resource Team, external contractors, and agencies as required. Examples may include creative agencies, PR consultants, artists, social media influencers, etc.
Marketing Planning & Budget
- Responsible for the creation, delivery, and implementation of an annual marketing plan and budget using the optimal mix of promotion, advertising, guest services, events, social media, and public relations aimed at increasing traffic, guest engagement, and sales for the Centre
- Ensure relevant data is tracked, updated, and organized to facilitate easy retrieval for reporting
- Contribute to the development and ongoing assessment of each Centre’s positioning strategy in order to differentiate our centres to stand out in the competitive retail market
- Analyze and interpret research, set objectives, formulate strategies, and tactics that work to develop the Deerfoot City brand by promoting and offering product services that differentiate the brand and create value
Events & Activations
- Plan and execute events designed to appeal to the Centre’s key target segments and drive tenant sales
- Secure unique partnerships and source vendors for events and programming
- Oversee staffing, outlining roles, and responsibilities for the Marketing and Guest Services teams
- Create wrap-up reports and share results
Advertising
- Plan and manage seasonal campaigns and oversee the execution of the Centre’s creative and messaging strategies to create brand awareness, promoting tenants, events, key retail periods, etc.
- Create and execute media plans, analyze results, and share findings
- Develop innovative messaging and dynamic visuals
- Work with third parties as required including media buyers, models/influencers, creative agency, etc.
PR/Media Relations
- Oversee external communications and PR efforts including press releases, media relations materials, presentations, key messaging, etc.
- Establish and maintain effective working relationships with social media influencers, media agencies, mainstream media outlets, reporters and writers, etc.
- Represent the Centre at industry and networking events
Community Engagement
- Build and knit relationships with various key community stakeholders including not for profit organizations, community groups, influencers, retail associations, government officials, tourism, etc.
- Lead the Shape Outreach Volunteer Program with local Food Bank and other fundraising initiatives
- Look for unique opportunities to collaborate with community partners on events and programming
Online: Website & Social Media
- Manage and grow social media communities by engaging with audiences through regular posts, stories, giveaways, and promotions, highlighting the Centre’s events, tenants, community, etc.
- Create monthly report summaries analyzing social channel analytics
- Execute photography of visual social media assets
- Leverage and maintain the website to ensure content is timely, compelling, relevant, and on-brand
- Prepare monthly e-newsletters and grow the database
- Develop and grow influencer relations and partnerships
Guest Experience
- Responsible for the overall management of the Guest Experience team, including hiring, training, and developing the team to deliver the Centre’s energetic service culture
- Continually generate new and innovative ideas that will enhance the guest experience
- Coordinate Guest Experience staff responsibilities including setting up, execution, and tear down of events, surprise & delight, research, marketing administrative support and more
- Oversee all aspects of the Gift Card program
Tenant Relations
- Build and maintain a strong and consistent communication program with tenants regarding the Centre’s marketing and promotional strategies while supporting their unique goals and objectives
- Oversee internal retailer newsletter, share annual marketing plans, and conduct in-person meetings with tenants
- Engage and encourage retailers to participate in Centre events, activations, promotional and advertising opportunities
Research
- Evaluate and oversee various forms of research and market intelligence including market, guest, competitor data, and economic forecasts to develop brand strategies
- Conduct quarterly guest intercept surveys and provide relevant data and insight to the leasing team and Regional General Manager on the retail mix of the Centre
- Establish an understanding of tenant sales performance, category analysis, retail trends, developments in the trade area, and any other factors that impact the Centre’s performance
Qualifications
Required Knowledge, Skills, and Abilities
- High level of creativity, ideation and proficient in identifying and acting quickly on opportunities
- Strategic thinker with strong analytical skills
- Excellent communication and proven presentation skills
- Positive and energetic attitude, team player
- Commitment to the elevated guest experience
- Strong project and time management skills
- Aptitude to embrace change, think quickly and welcome new approaches in an exceedingly evolving and fast-paced environment
- Photography and camera skills
- Proficient in Microsoft Office
- Design skills and experience with Adobe and Creative Cloud is an asset
- Flexible schedule during event days (evenings & weekends)
Required Training and Experience
- University education and 3+ years of industry related experience
- Experience managing and creating content for commercial social media channels such as Facebook, Instagram, and Twitter
Salary Range: $75,000-82,000/year