Head - Marketing (Shopping & Luxury Malls)

Experience: 10-15 Years

Qualification: MBA / PGDM in Marketing from a reputed institute

About the Role:

We are seeking an experienced and strategic marketing leader to head the marketing function for our Shopping & Luxury Malls portfolio. The role will be responsible for driving brand growth, customer engagement, footfall enhancement, revenue generation, and overall market positioning across multiple mall assets. The ideal candidate will possess a strong understanding of consumer behavior, retail marketing, experiential campaigns, digital transformation, and brand management, with a proven track record of delivering large-scale marketing initiatives that create measurable business impact.

Key Responsibilities:

1. Strategic Marketing & Business Growth:

- Develop and execute comprehensive marketing strategies aligned with business objectives, revenue goals, and portfolio growth plans.

- Drive long-term brand positioning and growth initiatives across the shopping and luxury mall portfolio.

- Leverage consumer insights, market intelligence, competitive benchmarking, and analytics to identify growth opportunities and improve marketing effectiveness.

- Monitor emerging retail, lifestyle, and consumer trends to strengthen market relevance and competitive advantage.

2. Mall Launches & Brand Positioning:

- Lead end-to-end marketing strategy and execution for new mall launches and expansions.

- Design and implement impactful go-to-market plans to maximize brand awareness, consumer engagement, and footfall generation.

- Establish strong market positioning and differentiated brand identities for shopping and luxury mall assets.

3. Customer Engagement & Loyalty:

- Conceptualize, implement, and scale customer loyalty and rewards programs across the portfolio.

- Develop data-driven customer engagement strategies to improve retention, repeat visits, and customer lifetime value.

- Enhance customer experience initiatives through actionable consumer insights and behavioral analytics.

4. Events, Activations & Strategic Partnerships:

- Own and execute the annual marketing calendar, including festivals, experiential events, promotions, entertainment programs, and seasonal campaigns.

- Develop innovative consumer engagement platforms that drive footfall, tenant participation, and commercial outcomes.

- Build and manage strategic partnerships with brands, influencers, media houses, agencies, and industry stakeholders.

5. Consumer Research & Analytics:

- Lead ongoing consumer research initiatives to understand evolving shopping behaviors, preferences, and market dynamics.

- Utilize analytics and performance insights to optimize campaign effectiveness and marketing ROI.

- Collaborate with research agencies and analytics partners to generate actionable business recommendations.

6. Digital Marketing & Communications:

- Drive integrated digital marketing initiatives including social media, performance marketing, CRM, customer engagement platforms, and digital campaigns.

- Lead digital transformation initiatives aimed at enhancing customer acquisition, engagement, and retention.

- Oversee public relations and corporate communications to ensure consistent brand messaging across all properties.

7. Stakeholder & Tenant Relationship Management:

- Build strong relationships with tenant marketing teams, retail brands, and key business partners.

- Maintain a deep understanding of retail categories, brand expansions, consumer trends, and market developments.

- Collaborate effectively with internal stakeholders, external agencies, and business partners to ensure seamless execution of marketing initiatives.

8. Brand Governance & Team Leadership:

- Ensure consistency in brand communication, customer experience, and storytelling across all mall properties.

- Drive marketing effectiveness through efficient budget management, performance tracking, and ROI measurement.

- Lead, mentor, and develop marketing teams across locations, fostering a high-performance and innovation-driven culture.

Desired Candidate Profile:

1. Experience:

- 10-15 years of progressive marketing experience, preferably within: Retail, Shopping Malls, FMCG / FMCD, Consumer Brands, Entertainment & Lifestyle Businesses, and New-Age Media Platforms.

2. Key Competencies:

- Strong expertise in retail marketing, consumer engagement, and brand management.

- Proven experience in mall marketing, loyalty programs, events, and experiential campaigns.

- Strong analytical mindset with expertise in consumer research and marketing analytics.

- Demonstrated success in developing and executing large-scale marketing strategies.

- Extensive network across media agencies, PR firms, creative agencies, and marketing partners.

- Exceptional stakeholder management and relationship-building skills.

- Strong leadership, team management, and cross-functional collaboration abilities.

- Excellent communication, presentation, and influencing skills.

- Strategic thinker with a strong commercial orientation and results-driven mindset.

What Success Looks Like:

- Increased mall footfall and customer engagement.

- Strong brand positioning across the portfolio.

- Successful launch and market penetration of new mall developments.

- Improved customer loyalty, retention, and lifetime value.

- Enhanced marketing ROI and business performance.

- Strong tenant satisfaction and strategic partnerships.