VP Marketing

Job Description:

Viventis Search Asia is a premier executive search firm specializing in direct hire placements for leading organizations across various industries. We are currently partnering with a prominent player in the retail industry to identify a dynamic and experienced leader for a critical executive role.

Position: Vice President of Marketing (Mall Branding)

Job Summary

The Vice President of Marketing, specializing in Mall Branding, will be a senior executive responsible for leading and directing the overall brand strategy, marketing initiatives, and public relations efforts for a portfolio of retail destinations. This role requires a visionary leader with a deep understanding of consumer behavior, market trends, and the unique dynamics of the retail and real estate sectors. The VP will be accountable for enhancing brand equity, driving foot traffic, engaging customers, and supporting the commercial success of the properties through innovative and impactful branding and marketing campaigns.

Key Responsibilities

1. Brand Strategy & Development:

• Develop and execute a comprehensive brand strategy that aligns with the company's overall business objectives and market positioning.

• Define and maintain the brand identity, messaging, and visual guidelines across all touchpoints for the mall portfolio.

• Conduct market research and competitive analysis to identify brand opportunities and challenges, ensuring the brand remains relevant and compelling.

2. Marketing & Campaign Management:

• Lead the planning, development, and execution of integrated marketing campaigns (digital, traditional, on-ground activations) to drive customer engagement and foot traffic.

• Oversee content creation, social media strategy, public relations, and advertising efforts to maximize brand visibility and impact.

• Collaborate closely with leasing, operations, and tenant relations teams to ensure marketing initiatives support business goals, including tenant sales and occupancy.

3. Team Leadership & Development:

• Lead, mentor, and inspire a high-performing marketing team, fostering creativity, innovation, and accountability.

• Establish clear performance metrics and provide regular feedback and coaching to ensure continuous professional growth.

• Manage external agencies and partners to ensure high-quality delivery of marketing services.

4. Financial & Performance Management:

• Prepare and manage the annual marketing budget, ensuring efficient allocation of resources and maximizing ROI on marketing spend.

• Monitor and analyze key performance indicators (KPIs) related to brand health, campaign effectiveness, foot traffic, and customer engagement.

• Provide regular reports and insights to senior management on marketing performance and market trends.

5. Innovation & Digital Transformation:

• Drive the adoption of new marketing technologies and digital platforms to enhance customer experience and operational efficiency.

• Explore innovative branding strategies and experiential marketing concepts to differentiate the malls in a competitive landscape.

Qualifications

• Education: Bachelor's degree in Marketing, Business Administration, Communications, or a related field. An MBA or advanced degree is a significant advantage.

• Experience:

  • Minimum of 7 years of progressive experience in a VP or higher management level role in marketing (Branding), with a strong background from the MALL or RETAIL industry.

  • Proven track record of successfully developing and executing impactful brand strategies and marketing campaigns for multi-site retail properties.

  • Demonstrated ability to drive customer engagement, foot traffic, and brand equity.

• Skills:

  • Exceptional strategic thinking and leadership skills.

  • Strong understanding of brand management principles, digital marketing, and traditional advertising.

  • Excellent communication, presentation, and interpersonal skills.

  • Strong analytical skills with the ability to interpret market data and campaign performance.

• Personal Attributes:

  • Creative and innovative mindset with a passion for brand building.

  • Results-oriented and capable of thriving in a fast-paced, dynamic environment.

  • Strong problem-solving and decision-making capabilities.