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JLL are recruiting for a Marketing & Placemaking Manager at the exciting Bullring and Grand Central in Birmingham.

Hammerson are on journey to transform their shopping centres into destinations, venues where more happens, so much more than just shopping. ‘Brand’, ‘digital’ and ‘place’ are the three core pillars of the marketing strategy, with each of them working in parallel to drive change, setting us apart from traditional shopping centre marketing models, fulfilling our dynamic placemaking ambitions, generating brilliant stories that ignite social platforms, always focused on footfall, always daring to be different.

Job description:

Marketing and Placemaking Managers must champion a digital-first approach, adopting an editorial mindset, orchestrating brand and agency partners to deliver provocative multichannel storytelling, focused on growing the potency and value of our digital channels, and owned audience. Marketing and Placemaking Managers are responsible for decision-making about content topics, channel deployment and focus, ensuring content connects with audiences, drives positive brand reappraisal, and ultimately delivers footfall and ROI from marketing spend.

The Marketing & Placemaking Manager is the local brand ambassador for the centre. Actively networking with cultural, community and commercial partners, establishing mutually beneficial activities which enhance the customer experience and brand perception, bringing our ‘culture collides with commerce’ strategy to life across our destinations, ultimately feeding into the wider business objective to drive footfall into our flagships and to create destinations where brands and people want to be.

Marketing & Placemaking Managers are specifically responsible for shaping and delivering a calendar of local marketing events and campaigns, along with supporting comms and income strategies (to drive stronger ROI, and offset delivery costs within service charge). Marketing works in partnership with internal commercial, leasing and placemaking teams, external partners and agencies.

Unlocking value from insights, reflecting portfolio ambitions, crafting local strategies, nurturing partnerships, unlocking value from agencies, coordinating delivery, supporting activities with targeted and tactical with comms, connecting opportunities and partners, elevating the visitor experiences, driving income, sharing and promoting success… are all essential parts of the Marketing & Placemaking Manager role.

Core responsibilities:

Take ownership of the local Marketing and placemaking plans, developing an annual campaign plan and agency briefs which focus on maximising ROI, driving footfall, and delivering a clear & compelling brand proposition aligned with wider central strategy and centre business plans.

In line with central strategy, create and own bespoke placemaking and events plans aimed at driving tangible ROI in line with our 'fame fortune fans and footfall' goals, delivering a strong calendar of 'destination experiences' across the year which work in parallel with outputs from commercial and placemaking teams.

Find and explore opportunities to add value and offset delivery costs, identifying local and regional partners who can add value and/or part fund event activity, partner with commercialisation and/or leverage 3rd party partnerships to drive FF and ROI. Continually drive forward creative, delivery and customer experience standards, and secure income (in line with annual targets) to offset delivery costs.

Manage events budgets and income, operational alignment, tenant engagement, event comms and event agency partners to maximise footfall and ROI from all event investment. Work with other Marketing & Placemaking Managers to share best practice, event planning and resources across multiple centres where appropriate.

In partnership with the content agency, develop and optimise a bespoke content and influencer strategy at centre level, delivering maximum ROI from available budgets, focusing on the retention and acquisition of customers, highlighting key categories, and supporting tenants. Focused on driving positive engagement, sentiment, action, and conversation for the centre brand far beyond our own digital platforms.

Work with the media agency to agree media shape plans that deliver against KPIs and support centre objectives. Work with the central Digital Marketing team, and our agency partners to ensure that all campaigns work in parallel, on and offline, reflecting our digital channel strategy.

Manage all customer facing comms across the local estate, printed and digital, promotional and informational, including posters; hoardings; window / door graphics; wayfinding totems and mall maps; digital screens; centre branding etc.

Share agreed local marketing strategy / calendar / plans with the Occupier & Customer Manger, working with them, and their team of Destination Hosts, to ensure occupiers are fully informed about all marketing activities and opportunities, including updates via occupier forums and regular on/offline comms updates. Provide regular briefings to the Occupier & Customer Manger so they can liaise with occupiers on behalf of marketing, sharing upcoming opportunities, securing occupier participation.

Working with the Occupier & Customer Manager, their team of Destination Hosts, and external digital agency partners, ensure incoming occupier requests for comms and marketing support (on our owned digital platforms), are managed in line with the agreed processes and time frames, through automated digital forms (following the portfolio protocol / process).

Own local marketing budget, accommodating centrally negotiated / shared costs, and flexing local allocations to maximise opportunities and ROI. Utilising agreed marketing budget trackers, conduct regular reforecasting of marketing budget to reflect changes to strategy and/or opportunities. Collaborate with Data & Finance Manager to manage Financial Variance Reporting at 6 months, 9 months, and year end, working with Data & Finance Manger to manage the PO and invoicing process in line with Hammerson / JLL budget management policies.

Amplify, when appropriate, any operational, business development, commercial, sustainability, community, and ESG strategies through suitable marketing channels.

Collaborate with local operational teams, and other centre and central teams, to ensure all operational, health, safety and security protocols are met. Support delivery of all required information, to the Operations Manager and their team, in a timely fashion, including necessary RAMS and operational plans to support marketing activities.

Qualifications: Degree in relevant field preferred.

Preferred Experience:

Relevant experience in marketing/PR/digital/social/creative/placemaking/branding roles, ideally with experience in retail fashion destination or placemaking sectors.

Must be experienced in manging multiple projects and stakeholders, on and offline, simultaneously.

Must have budget management reporting and presentation skills.

Should be both analytical and creative, with the proven ability to harness insights to drive creative performance and audience growth.

Location:

If this job description resonates with you, we encourage you to apply, even if you don’t meet all the requirements.  We’re interested in getting to know you and what you bring to the table! If you require any changes to the application process, please email EMEATA@jll.com or call +44 (0)20 7493 4933 to contact one of our team members to discuss how to best support you throughout the process. Please note, the contact details provided are to discuss or request for adjustments to be made to the hiring process.   Please direct any other general recruiting inquiries to our Contact Us page > I want to work for JLL.

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