AVP Marketing (Luxury Malls)

AVP - Marketing (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.

Key Responsibilities

• Develop and execute the annual, seasonal and monthly marketing strategy and calendar aligned with the malls 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 malls marketing governance, processes, measurement frameworks and reporting mechanisms.
• Lead and mentor the marketing team and build a high-performance, customer-centric culture.

• 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.

• 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