Associate Vice President - Marketing & PR

Branding & Communication

• Create a world-class brand - define and enhance the brand manifesto, promise, architecture and framework for VR;
• Continually reinvent the brand communication strategy for all key stakeholders Tenants, Customers, Contractors, Consultants and Employees;
• Own the company's content strategy and roadmap, and localize the same for different regions/centres;
• Strategize and implement a multi-channel communication framework including social media channels and communications platforms targeted at key stakeholders;
• Guide development of content across all communication channels, partnering with different company stakeholders as appropriate;
• Ensure marketing and branding collaterals, are maintained properly, by regional SPOCs, and are up to date in terms of formats, guidelines, presentation styles;
• Oversee content, maintenance and user experience of VRSA and centre websites;
• Oversee content, maintenance and customer engagement of VRSA and centre-level social media handles;
• Oversee development of specific content and marketing strategies for hospitality, F&B and other bespoke offerings within the VR portfolio;
• Ensure internal/external newsletters, other publications and modes of communication are engaging and on-brand;
• Work with national PR agencies for strengthening of VRSA brand among stakeholders - community, government, tenants and investors;
• Drive the company's media relations plan through creation of news stories and media engagements (interviews, press events, networking sessions);
• Represent the company at industry events to drive brand support with media influencers.

Marketing Strategy

• Lead the development and implementation of marketing objectives in line with strategic goals and long-term vision of the company for retail, F&B, leisure and hospitality offerings within the portfolio;
• Provide inputs on annual operating budgets for all marketing activities - events, footfalls, consumption, branding/PR agencies, etc. for the VR portfolio;
• Support on-ground teams in achievement of marketing revenue targets for each centre from sponsorships, events, activations, etc.;
• Balance activities related to ATL and BTL initiatives as required from time to time;
• Assist centre-level marketing teams in message delivery strategy via online and offline channels in order to generate footfall and increase consumption;
• Support hospitality teams in devising suitable marketing strategies for driving revenues from F&B and events;
• Develop and maintain brand alliances and partnerships through unique strategies including channels such as tenant portals;
• Design and lead experiential marketing strategies at a portfolio level in order to build resonance and stickiness with customers from time to time;
• Review responses to different campaigns and bring necessary changes to stay relevant to customers across all touch points;
• Lead development of best-in-class customer loyalty program for VR by leveraging available customer data and existing in-house technologies;
• Guide teams to utilise footfall / sales data to identify valuable revenue growth / brand development opportunities, and integrate with marketing processes to generate insights develop destination thinking’ in order to ‘increase wallet share’;
• Help develop and optimize an approach that allows for processing of customer data to create relevant interactions with the customer, and provide value add to tenants through interesting customer insights.

Partnerships

• Develop and maintain strong partnerships with senior marketing and business heads of retailers / franchise owners to help structure creative partnerships, enhance customer experience and grow marketing revenues;
• Drive on-ground teams to interact with key loyal customers to understand the pulse and loyalty for VR;
• Maintain effective relationships with large national vendors, agencies, etc. and leverage strength of VR portfolio to optimize marketing expenses;
• Build a good rapport and coordination with internal sales and marketing teams.

MIS, Reporting

• Review weekly and monthly reports on the status and performance of marketing activities across the portfolio;
• Review and track actual spend & conduct ROI analysis for marketing function across the portfolio against overall marketing budget;
• Lead strategic internal monthly / quarterly discussions with the management on sales & marketing activities.

Self-Development

• Mentor regional leads for business development and act as a key contributor in their development and engagement;
• Mentor centre-level sales & marketing teams to identify high potential / performing employees which can be groomed for larger responsibilities;
• Attending relevant forums / seminar for market updates / intelligence.
• Build a culture of creativity and innovation that allows for a healthy and motivational work environment.