Marketing Head

Ics Realty; Mohali; On-site; INR 4,000,000 - 6,800,000; Full time

Job summary

CP67 Mall in Mohali is seeking a Marketing Head / Senior Manager Marketing to spearhead end-to-end mall marketing strategies, customer footfall growth, and retailer sales across digital and on-site channels.

The role requires a commercially driven marketer who can plan annual campaigns, manage large-scale budgets, build partnerships, and deliver measurable results for a premier shopping, dining, and entertainment destination.

Qualifications

• Proven experience in managing an annual marketing budget of 6 Crore or above.
• Experience in mall/retail/hospitality marketing preferred.

Responsibilities

• Marketing Strategy and Annual Planning: Develop and implement the annual and quarterly marketing strategy aligned with the mall's business objectives.
• Marketing Budget and Financial Management: Manage an annual marketing budget of 6 Crore or above, with planning and performance tracking.
• Mall Footfall and Retailer Growth: Design campaigns to increase footfall and retailer consumption.
• Brand Visibility and Retailer Marketing: Strengthen brand identity with integrated campaigns and partnerships.
• Events, Activations and Experiential Marketing: Conceptualize and execute large-scale mall events and activations.
• Digital Marketing and Social Media: Lead the mall's digital strategy across social, search, and channels.
• Media Planning, PR and Communications: Develop integrated media plans and manage PR activities.
• Customer Engagement and Loyalty: Improve customer experience and loyalty programs.
• Team Leadership and Stakeholder Management: Lead the mall marketing team and coordinate with internal and external partners.

Skills

Budget management

Job description

Job Description: Mall Marketing Head

Location: CP67 Mall, Mohali, Punjab
Department: Marketing
Designation: Marketing Head / Senior Manager Marketing
Industry Preference: Mall Management, Real Estate, Hospitality, or Retail
Mandatory Experience: Proven experience in managing an annual marketing budget of 6 Crore or above.

Job Purpose

To lead and execute the overall marketing strategy for CP67 Mall, driving customer footfall, retailer sales and consumption, brand visibility, customer engagement, and the mall's positioning as a leading shopping, dining, and entertainment destination in the region.

The role requires a commercially driven marketing professional who can develop annual marketing plans, manage large-scale marketing budgets, build strategic brand partnerships, curate high-impact events, and deliver measurable business results.

Key Roles and Responsibilities

1. Marketing Strategy and Annual Planning

• Develop and implement the annual and quarterly marketing strategy aligned with the mall's business objectives.
• Prepare the annual marketing calendar covering festivals, seasonal campaigns, shopping festivals, entertainment activities, promotional events, and special occasions.
• Establish marketing objectives and KPIs for footfall growth, retailer consumption, brand visibility, customer engagement, and campaign performance.
• Identify regional consumer trends, customer preferences, competitor activities, and emerging retail marketing opportunities.
• Position CP67 Mall as a preferred destination for shopping, dining, entertainment, and family experiences.

2. Marketing Budget and Financial Management

• Manage an annual marketing budget of 6 Crore or above, with responsibility for planning, allocation, utilization, and performance tracking.
• Develop detailed budgets for ATL, BTL, digital marketing, events, branding, promotions, public relations, and customer engagement initiatives.
• Monitor campaign expenditure, vendor costs, and budget utilization to ensure financial discipline and optimal returns.
• Evaluate campaign effectiveness through ROI analysis, cost-per-footfall, customer engagement, and other relevant performance metrics.
• Prepare monthly and quarterly budget reports, forecasts, and performance presentations for senior management.
• Negotiate with agencies, event partners, media owners, and vendors to maximize marketing value.

3. Mall Footfall and Retail Consumption Growth

• Design and execute result-oriented campaigns to increase daily, weekly, seasonal, and annual mall footfall.
• Drive customer spending and retailer consumption through shopping festivals, promotional campaigns, loyalty initiatives, and experiential marketing.
• Work closely with leasing, operations, CRM, and retailer teams to identify business opportunities and improve overall mall performance.
• Analyze footfall trends, customer demographics, dwell time, conversion opportunities, and sales performance wherever data is available.
• Develop targeted campaigns during weekends, festive periods, holidays, and low-footfall periods.
• Measure campaign effectiveness against defined business KPIs and implement corrective actions.

4. Brand Visibility and Retailer Marketing

• Strengthen the mall's brand identity through integrated marketing campaigns across online and offline channels.
• Develop co-marketing initiatives with national, regional, and local retail brands.
• Coordinate with retailers to promote new store launches, product launches, exclusive offers, sales events, and brand activations.
• Improve tenant participation in mall-wide campaigns and promotional activities.
• Plan in-mall branding, outdoor advertising, signage, digital screens, promotional spaces, and other visibility opportunities.
• Build partnerships with consumer brands, banks, automobile companies, lifestyle brands, entertainment partners, and other relevant businesses.
• Ensure consistent branding and communication across all mall touchpoints.

5. Events, Activations and Experiential Marketing

• Conceptualize and execute large-scale mall events, festivals, concerts, celebrity appearances, fashion shows, cultural programmes, food festivals, and family entertainment activities.
• Develop an annual events calendar to generate repeat visits and strengthen customer loyalty.
• Manage event agencies, production teams, performers, sponsors, vendors, and other stakeholders.
• Ensure events are commercially viable, operationally feasible, and aligned with the mall's positioning.
• Explore sponsorships, brand-funded activations, and partnership opportunities to improve campaign economics.
• Track event attendance, customer engagement, social media reach, retailer participation, and resulting footfall uplift.

6. Digital Marketing and Social Media

• Lead the mall's digital marketing strategy across social media, search, paid advertising, email, WhatsApp, and other relevant digital channels.
• Plan performance marketing campaigns to increase awareness, engagement, event participation, and mall visits.
• Oversee content calendars, creative development, video campaigns, influencer collaborations, and online promotions.
• Use customer insights and campaign analytics to optimize audience targeting and marketing expenditure.
• Monitor digital campaign performance through reach, impressions, engagement, clicks, leads, conversions, and other relevant metrics.
• Maintain consistent brand communication across online and offline platforms.

7. Media Planning, PR and Communications

• Develop integrated media plans across outdoor advertising, print, radio, digital platforms, and other relevant channels.
• Build relationships with media houses, advertising agencies, influencers, local communities, and strategic partners.
• Lead PR activities, press releases, media coverage, event publicity, and reputation-building initiatives.
• Ensure timely and consistent communication of mall events, campaigns, offers, and announcements.
• Evaluate media effectiveness and optimize channel selection based on campaign objectives and budget.

8. Customer Engagement and Loyalty

• Develop initiatives to improve customer experience, repeat visits, and customer loyalty.
• Plan customer engagement programmes, contests, interactive experiences, festive celebrations, and community-based activities.
• Use customer feedback, campaign data, and available CRM insights to identify opportunities for improving engagement.
• Collaborate with operations and customer service teams to ensure marketing promises are aligned with the actual customer experience.
• Develop initiatives targeting families, young consumers, professionals, and other relevant customer segments.

9. Team Leadership and Stakeholder Management

• Lead, mentor, and develop the mall marketing team to achieve defined business and campaign objectives.
• Coordinate with the Centre Director, leasing, operations, finance, CRM, security, and facilities teams.
• Manage external agencies and vendors through clear deliverables, timelines, budgets, and performance reviews.
• Present marketing plans, campaign results, budget utilization, and business insights to senior management.
• Ensure timely execution of campaigns while maintaining quality, brand standards, and compliance with mall policies.