Brookfield Properties VP, Marketing - Tourism in Los Angeles, California

Company Overview

Brookfield Properties has an immediate need for a VP, Marketing - Tourism for malls located in Hawaii (Ala Moana Center & Whaler’s Village) and Las Vegas (Fashion Show & Grand Canal Shoppes). This position will be located at our regional office in Los Angeles, CA.

Brookfield Properties is a retail real estate company headquartered in Chicago, Illinois and owned by affiliates of Brookfield Asset Management. Our regional shopping centers are destinations for retail, lifestyle, dining, entertainment and so much more. Our extensive portfolio of properties spans the nation, encompassing over 150 locations across 42 states and representing over 146 million square feet of retail space. All of our properties are strategically located in regional and coastal areas that constitute the "heart" of America.

Our passionate team is comprised of experts across a range of specialties who share a goal of ensuring our properties are continuously evolving and innovating to meet the needs of our communities. Our company culture celebrates collaboration, encourages an entrepreneurial spirit and values diversity. We are very proud to have a team of premier talent who are in it to win it. We invite you to be part of our success story.

Position Overview

The VP, Marketing - Tourism for Hawaii & Las Vegas, is assigned to lead and plan annual, property-wide, integrated and innovative strategic marketing programs that drive foot traffic and improve top-of-mind awareness for the center.

Key Responsibilities:

Strategy Development

  • Assist with the development of both short and long-term, research-based, strategic vision for the center and its competitive marketplace

  • Lead on location marketing teams and partner with corporate based cross function team to drive strategic direction for the properties focused on both local residents and relevant tourism targets

  • Deliver an innovative, integrated annual marketing plan and budget leveraging a broad marketing mix to position the four tourism focused properties strongly in the market and drive engagement, mall traffic, increased shopper spend and frequency of visits, and awareness of the center’s tenant portfolio

  • Have a very detailed understanding of sales performance and traffic results and their implication to on-going strategy

Planning

  • Provide strategic direction for marketing campaigns – from large/complex to short/specific – that deliver on the value proposition of the annual marketing plan

  • Strictly and diligently manage marketing budget process

  • Collaborate with the Corporate Marketing Media Lead to provide guidance on creative direction and impactful digital and traditional media strategies

  • Provide strategic direction on relevant retailer partnerships in marketing programs as an effort to promote their business and add value to overall marketing efforts

  • Leverage Project Management platform(s) to organize and inform work-teams, document decisions, share creative assets and assign tasks

  • Provide regular status reports and briefings to stakeholders and functional leadership team

  • Other duties as assigned

People Management

  • Responsible for managing an on site marketing team at each property, including recruitment, onboarding, advisement and development of those teams

  • Oversee traditional and digital marketing strategies and activities for the property, including social and web publishing, SEO measurement, optimization, and maintenance while ensuring alignment with editorial guidelines and brand standards

  • Support the leasing function through participation in the leasing process and collaborate on the development of leasing materials

  • Manage and prioritize work effectively to ensure internal deadlines, timetables and approvals are met

  • Actively participate on Marketing Leadership team, including supporting and challenging cross functional partners to continual become a best in class marketing function

Qualifications

  • Bachelor’s degree in marketing, communications or relate field required, Master’s degree preferred

  • 10+ years of B2C marketing experience, including digital and retail and/or related hospitality marketing experience

  • 3+ years’ experience in digital marketing

  • Tourism Marketing experience preferred

  • Strong understanding of Public Relations

  • Strong experience with strategic planning and project management

  • Ability to travel frequently to Las Vegas, Honolulu, and Maui

  • Must be open to relocate to Chicago if necessary

Core Skills and Characteristics:

  • Proven ability to lead cross-functional teams, manage complex projects and deliver results in a fast-paced, deadline oriented environment

  • In-depth knowledge of both traditional and digital marketing and ability to lead the development of creative and innovative marketing campaigns

  • Strong competency and experience with using social media as a business while keeping an eye on emerging social trends

  • Experience with key technology enablers, including, but not limited to social media publishing and monitoring applications (Adobe Social, Shoutlet, Sprinklr, Sprout Social, Crimson Hexagon, Radian6 or similar), content management systems (Adobe Experience Manager experience a plus), web (HTML, CSS, SEO), website analytics (Adobe or Google), and Adobe Creative Suite (Photoshop, Illustrator, InDesign, Dreamweaver)

  • Ability to understand data presented in Power BI, including trends or outliers

  • Expert level knowledge of the Microsoft Office suite (Word, PowerPoint, Excel) is critical

  • Exceptional verbal and written communications skills, including proficiency in copywriting and proofreading

  • In-depth experience managing complex budgets

  • Strong event management experience

  • Ability to travel occasionally

  • Weekend and evening hours may be required

Behavioral Characteristics:

  • Flexible and able to adapt to changing priorities

  • Ability to think critically, strategically and ‘out-of-the box’, and collaborate on developing end-to-end creative solutions

  • Comfortable building partnerships and effectively establishing and maintaining relationships with internal and external clients and vendors

  • Experience interacting with different levels of management and leading cross-functional, cross-regional teams

  • Ability to guide decision-making with strategic insight

  • Ability to synthesize complex requirements into simple business practices

We are committed to creating a diverse environment and are proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment regardless of race, color, religion, gender, gender identity or expression, genetic information, marital status, sexual orientation, national origin, disability, age, veteran status, or any other characteristic protected by federal, state, or local law.

Job ID 2018-2364

Category Marketing