Assistant Vice President - Marketing - Luxury Mall

AVP Marketing (Luxury Malls)

Position Summary:

The Marketing Head will lead the overall marketing strategy for a luxury mall, with responsibility for driving footfalls, customer engagement, conversions, tenant sales and overall mall profitability.

The role will own the end-to-end marketing charter, encompassing brand positioning, annual marketing strategy, media & communications, digital marketing, events, tenant activations, strategic alliances and consumer experience.

Please Note: We are looking for someone from a Super Luxury Retail brand for this role.

Key Responsibilities:

- Develop and execute the annual, seasonal and monthly marketing strategy and calendar aligned with the mall's business objectives.

- Build the mall as a premium/luxury destination and differentiated consumer brand.

- Own the marketing budget, forecasting and allocation, ensuring optimum ROI and commercial effectiveness.

- Define and deliver key marketing KPIs including footfalls, conversion, dwell time, tenant sales, sales per sq. ft. and rental income.

- Lead brand communication, media planning, PR, digital and social media initiatives.

- Develop and execute luxury events, experiences, fashion/entertainment-led activations and consumer engagement programmes.

- Drive tenant and brand promotions, ensuring alignment between mall marketing and individual brand objectives.

- Build strategic partnerships and alliances with luxury brands, hospitality, lifestyle, fashion, F&B, entertainment and premium consumer ecosystems.

- Develop innovative digital and technology-led initiatives to enhance customer acquisition, engagement and overall mall experience.

- Leverage consumer insights, footfall analytics and market intelligence to continuously optimise marketing interventions.

- Work closely with Leasing, Retail Operations, Finance and Tenant Relations teams to ensure marketing initiatives translate into commercial outcomes.

- Lead external agencies and partners across creative, media, PR, digital, events and experiential marketing.

- Establish the mall's marketing governance, processes, measurement frameworks and reporting mechanisms.

- Lead and mentor the marketing team and build a high-performance, customer-centric culture.

Ideal Candidate Profile:

- 15+ years of experience in marketing, preferably with significant exposure to luxury, premium retail, malls, lifestyle, fashion, hospitality or consumer brands.

- Experience in handling large-scale marketing budgets and delivering measurable commercial outcomes.

- Strong understanding of luxury consumer behaviour, premium brand positioning and experiential marketing.

- Should have demonstrated experience in 360 marketing - brand, media, digital, PR, events, partnerships and activations.

- Ideally should have worked with international luxury/premium brands or high-end retail environments.

- Strong commercial orientation with an ability to link marketing investments to footfalls, conversions, tenant sales and revenue.

- MBA/Post Graduate qualification in Marketing preferred.

Personal Traits & Competencies:

- Strong leadership and stakeholder management skills

- Excellent communication and interpersonal skills

- High energy and execution orientation

- Strong commercial and target orientation

- Excellent negotiation and influencing skills

- Customer and consumer-centric mindset

- Creative and innovation-oriented

- Strong analytical and data-driven approach

- Systems and process orientation

- Collaborative leadership style