Ivanhoé Cambridge develops and invests in high-quality real estate properties, projects and companies that are shaping the urban fabric in dynamic cities around the world. It does so responsibly, with a view to generate long-term performance. Ivanhoé Cambridge is committed to creating living spaces that foster the well-being of people and communities, while reducing its environmental footprint.
Vertically integrated in Canada, Ivanhoé Cambridge invests internationally alongside strategic partners and major real estate funds that are leaders in their markets. Through subsidiaries and partnerships, the Company holds interests in more than 1,000 buildings, primarily in the industrial and logistics, office, residential and retail sectors. Ivanhoé Cambridge held close to C$65 billion in real estate assets as at December 31, 2018 and is a real estate subsidiary of the Caisse de dépôt et placement du Québec (cdpq.com), one of Canada's leading institutional fund managers. For more information: ivanhoecambridge.com.
Department: Outlet Collection at Niagara
Position type: Salaried
The primary responsibilities of this role are to collaborate with the Director, Strategic Marketing Operations, Retail to develop and implement the annual Strategic Marketing Plan including the national, multi-centre and digital initiatives developed by National Marketing. Shopping centre marketing and tourism efforts should be designed to continually deliver a distinctive experience that exceeds our customers' expectations and will demonstrate measurable results that will ultimately contribute to the achievement of the property's business objectives while holding integrity of the company's marketing vision. This role will also be responsible for developing key local, strategic partnerships that bring value to the centre through experiential programming and incorporate a revenue component where possible.
Collaborate with internal stakeholders to design and implement the strategic annual Marketing Plan budget for the property;
Collaborate with the Director, Strategic Marketing Operations, Retail to design and implement the development and strategic annual Marketing Plan and budget for the property including local marketing initiatives and activities that are relevant to shoppers and drive traffic, dwell time, sales and market share;
In conjunction with the Director, Strategic Marketing Operations, Retail develop, manage and track the annual marketing budget for the property, including projecting Promotion Fund, Media Fund, and landlord's contribution;
Work closely with the Director, Strategic Marketing Operations, Retail, GM, Leasing and on-site development team on all pre-opening, grand opening and post opening marketing initiatives that specifically aid with retailer attraction and retention.
Successfully execute sponsorship programs and identify possible revenue generating opportunities through sponsorship of all experiential events;
Lead activation planning and execution with a large cross-functional team across experiential, social media, communications;
Cultivate Curbside’s next wave of growth by driving innovative and experiential revenue streams through leveraging national Food & Beverage recognizable brands (i.e. Cross Canada Mac & Cheese Festival, Fried Chicken Festival & Rose Picnic);
Work with Business Development and Speciality Leasing to strategically align ourselves with unique and recognizable brand alliances that fit perfectly with our tourism demographic profile.
Develop and manage local partnerships in conjunction with Specialty Leasing to deliver on brand experiential programming and drive alternative revenue.
Create and implement tourism related initiatives; build relationships with the travel trade, hospitality trade, and key regional tourism partners in conjunction with Tourism Marketing & Partnership Specialist;
Work with the Director, Strategic Marketing Operations, Retail to develop a comprehensive local tourism strategy and multi-centre strategy in collaboration with the properties for Mills and Outlet;
Develop and manage all local tourism efforts to generate traffic and sales in conjunction with Tourism Marketing & Partnership Specialist;
Work with other property teams, develop tourism plans and programs that maximize centre’s position with tourism industry and leverages the strength of the Mills and Outlet collection.
Work with the General Manager, implement, oversee and enforce the shopping centre's service standards and promise to ensure consistent delivery of exceptional experience;
Oversee all facets of the shopping centre's customer experience programs;
Constantly strive to improve and build upon the centre's brand experience.
Work with Shopper Marketing to improve reach and engagement via the website, mobile, social media as well as earned and owned media;
Support the introduction of new digital products such as the Website and Mobile App, notably by providing relevant content at launch and on an ongoing basis;
Review digital analytics to provide input on effectiveness of campaigns and online media mix;
Locally support the delivery of the social media strategy and campaigns (i.e. Facebook, Twitter, Instagram);
Ensure adherence to corporate guidelines in social media, analytics, digital marketing programs, privacy and data management.
Retailer and Community Relations:
Act as the primary contact for the property to liaise with all community organizations including schools, charities, sports clubs, chambers of commerce and local government;
Manage Not-For-Profit Program and respond to all donation requests;
Integrate non-profit utilization and events in the centre and help raise funds for community non-profit organizations;
Host regular meetings and maintain regular communication with the retailers.
Leverage opportunities for community relations and fundraising through the on-going support of key local events, charities and business groups in order to maintain visibility of the property, and to promote the centre as a good corporate citizen;
Establish and maintain effective working relationships with media representatives;
Develop, execute and supervise a variety of communications and public relations efforts such as writing press releases, media relations’ materials, speeches and presentations, and internal and external newsletters;
Coordinate media events, as required, along with review and approval of the respective Ivanhoe Cambridge’s communications department personnel;
Maintain a positive organizational image with tenants by establishing effective business relationships on a local level to maximize sale productivity and event participation.
Special Events, Promotions and Advertising:
Ensure marketing activities align with the brand strategy of the property;
Identify and execute opportunities for cost saving/efficiencies;
Organize a communication platform to promote key events and special promotions;
Capitalize on timely trends and current culture through community initiatives and promotions.
Monitor and control the annual budgeted revenue and expenses for the Promotion Fund under the guidelines established by Ivanhoe Cambridge;
Work with the General Manager and Accounts Administrator to monitor monthly income obtained from Rent Roll collection of Marketing Funds;
Utilize a budget control sheet and purchase order systems to track, approve quotations and process invoices for Marketing Fund expenses.
Oversee all marketing aspects of the gift card program at the property level;
In collaboration with the Market Research Department, Director, Strategic Marketing Operations, Retail and General Manager, co-ordinate and manage all research projects, both quantitative and qualitative, while working within budget guidelines;
Establish and maintain a thorough understanding of retailer sales performance, category analysis, percentage rent analysis, retail trends, developments in trade area and economic factors that impact property performance.
University degree expected; however, a combination of education and related industry experience will be considered;
Five years of previous experience in managing customer relations, preferably in a retail, tourism or hospitality industry;
Preference will be given to those with sales/partnership experience and partner management;
High level of creativity and proficient in identifying and acting on opportunities;
Strategic thinker with strong analytical skills;
Strong commitment to customer service;
Detail-oriented and highly organized, with strong project and time management skills;
Good understanding of financial statements and accounting principles;
Excellent communication and proven presentation and selling skills;
Excellent interpersonal and relationship building skills and a positive attitude;
Aptitude to embrace change and welcome new approaches in an exceedingly evolving, fast-paced environment;
Ability to identify new opportunities to generate new customer experiences;
Due to the nature of the business and extended operating hours, the Marketing & Tourism Manager must be flexible and available to work after hours and weekends as required.
If you are interested in this challenge, please submit your resume.
You have everything to gain!
When you join the Ivanhoé Cambridge team, you are eligible for employment benefits and a pension plan that are among the best in the industry. Our many health and wellness programs encourage you to balance your work and personal lives and fulfil your desire for social involvement, while maintaining a healthy lifestyle. At Ivanhoé Cambridge, you will have many opportunities to develop your skills and thrive professionally, in Canada or elsewhere in the world. Our initiatives aimed at creating an exceptional working environment that inspires our employees to give the best of themselves elevated Ivanhoé Cambridge into the ranks of 100 Top Employers in Canada.
Ivanhoé Cambridge’s commitment to diversity and inclusion spans the breadth of its operations. Accommodations are available upon request for candidates taking part in all aspects of the selection process. We take pride in creating a working environment where everyone is set up for success. Please advise us of any accommodations needed to ensure you have access to a fair and equitable process. Any information received relating to accommodation will be addressed confidentially.