Marketing Leader — Retail Mall Growth & Loyalty

Frasers Property Limited; Singapore; On-site; SGD 150,000 - 230,000; Full time

Job summary

Frasers Property Limited invites a Senior Manager, Marketing for Northpoint City to lead innovative campaigns, grow the FRx loyalty programme, and drive digital initiatives. You will enhance brand recall, footfall, and retail sales through strategic, data-driven engagement.

Leverage AI tools, CRM, and analytics to optimize campaigns, manage budgets, and collaborate with tenants and partners to deliver impactful activations.

Qualifications

• Minimum 6 years of relevant experience in retail mall marketing.
• Proven leadership capabilities.
• Strong understanding of digital marketing, CRM, and marketing automation.

Responsibilities

• Drive mall footfall and tenant sales through data-driven marketing.
• Lead and inspire the marketing and customer service team.
• Curate mall-specific and signature marketing activities including activations.
• Develop engaging content and grow social media presence with analytics.
• Manage promotions, advertising and leasing to achieve revenue targets.
• Build strong relationships with tenants, media, agencies and portfolio teams.
• Oversee daily operations related to marketing and customer service.

Skills

Marketing leadership

Data-driven campaigns

AI tools for optimization

Campaign analytics

Copywriting & proofreading

Education

Bachelor’s degree in Marketing/Business

Tools

Google Analytics

Power BI

Tableau

Job description

Senior Manager, Marketing, Northpoint City

Business Unit:

Job Function: Sales & Marketing

Job Posting Date: 3 Oct 2026

Shape the future of places. Shape your future with us.

Real estate is a people business. At Frasers Property, we believe every space should serve a meaningful purpose - shaping how individuals, businesses and communities live, work and connect. Our properties are what the world sees, but our greatest assets are the people who make it all possible.

Who we are:
We are a diversified, multinational real estate group on a journey of evolution –strengthening our reputation as an integrated investor, developer, and operator across geographies and asset classes, including industrial & logistics, retail, commercial & business parks, residential and hospitality. Guided by our purpose – Inspiring experiences, creating places for good, we take a long-term view and strive to create lasting value for stakeholders.

How we work:
We are as much a placemaker as a space creator. Every project begins with intention – shaped by local insight, community needs, and a commitment to sustainability and quality outcomes. Across the Group, we bring together diverse talents, perspectives, cultures, and strengths – from strategy, investment and operations to customer experience, technology and beyond. When we do, we create outcomes greater than the sum of our parts: vibrant places that connect, inspire, and uplift.

Job Summary

You will be in the heart of a dynamic and fast-paced environment of Northpoint City, where you will curate innovative marketing campaigns, drive the growth of the FRx loyalty programme, and spearhead digital initiatives. Your role will be pivotal in enhancing brand recall, increasing footfall, and boosting retail sales through strategic, data-driven engagement.

Job Description

• Drive mall footfall and tenants’ sales through data-driven and AI-enhanced marketing strategies.
• Lead and inspire the marketing and customer service team to deliver innovative and impactful campaigns.
• Curate and execute mall-specific and signature marketing activities, including seasonal activations and experiential events.
• Develop engaging content and grow social media presence across platforms using analytics and AI tools for optimization.
• Manage atrium promotions, advertising, and casual leasing to achieve revenue targets.
• Build strong relationships with tenants, media, agencies, contractors, and portfolio marketing teams.
• Oversee daily operations related to casual leasing, ad space marketing, and customer service, ensuring high standards of space presentation.
• Secure tenant sponsorships and partnerships for campaigns and activations.
• Prepare monthly marketing reports, campaign performance dashboards, and annual budgets.
• Create and raise SAP COF for purchase orders and vendor management.
• Strategically plan and manage the annual A&P budget, aligning with asset plans and ROI goals.
• Drive growth of the Frasers Experience loyalty program through personalization and targeted engagement.
• Uphold and evolve the branding of the company and property across all touchpoints.
• Manage shopper and tenant feedback across digital and physical platforms, ensuring timely resolution and service recovery.
• Coordinate marcom responses for mall incidents and crisis communications.
• Explore and implement emerging technologies (e.g., AR/VR, gamification, AI chatbots) to enhance shopper engagement.
• Ensure compliance with regulatory requirements and internal SOPs.
• Champion sustainability and ESG messaging in marketing initiatives.

#LI-FPLPRO

Key Qualification

• Degree/Diploma in Business Administration, Marketing, Digital Marketing, Communications, or related fields.
• Minimum 6 years of relevant experience in retail mall marketing, with proven leadership capabilities.
• Strong understanding of digital marketing, CRM, and marketing automation platforms.
• Experience with AI tools for campaign optimization, customer segmentation, and content generation.
• Creative, innovative, and forward-thinking with a passion for retail and consumer engagement.
• Excellent planning, problem-solving, and decision-making skills.
• Strong interpersonal, negotiation, and communication skills (verbal and written).
• Meticulous with an eye for detail, especially in copywriting and visual proofing.
• Proficient in data analytics and performance tracking tools (e.g., Google Analytics, Power BI, Tableau).
• Good contacts within the media, entertainment industry, event organizing industry is a plus.

Your opportunity to make an impact

Collaboration and mutual respect define how we work with each other and with our strong ecosystem of partners. We listen to diverse voices, embrace inclusion, creating environments where people feel they belong.

Join us, and you’ll work alongside passionate professionals who share our vision. Together, we shape environments that strengthen connections and improve quality of life. Your career at Frasers Property isn’t just about what you do today. It’s about the impact and legacy you help create for generations to come.