Vacancy overview

JOB SUMMARY

The Retail Marketing Manager will be responsible for the development, and implementation of the retail marketing strategy including campaigns, events, digital marketing, and PR with the principle objectives being to increase footfall and spend through creative and engaging campaigns and activations.

The Retail Marketing Manager will need to implement a two-tiered marketing strategy that includes brand and tactical marketing activities to position Canary Wharf as a premium retail and leisure destination.

The Retail Marketing Manager is responsible to plan and manage all marketing activities supporting the overall campaign objectives and feed into the strategic business objectives. The candidate will need to drive all campaign related activities and ensure the effective and relevant execution of all retail marketing initiatives in line with Canary Wharf Group’s positioning.

The Retail Marketing Manager must also develop and maintain positive tenant relations and provide support and encouragement to tenants to participate in retail marketing campaigns and activations with the objectives of raising individual brand awareness, footfall and spend.

Responsibilities include preparing budgets, carrying out market analysis, management of annual retail campaigns and promotional activations, leading proactive relationships with retail tenants and partnerships, measuring performance, writing follow ups from retailer meetings and retailer requests, including the appropriate decision makers in the communication.

Other duties may be reasonably requested from time to time by the Consumer Group Marketing Manager and Director of Marketing.

CANARY WHARF RETAIL OVERVIEW

Canary Wharf is one of London’s most exciting hubs, the Estate is one of the world’s most recognisable mixed-use developments and includes an extensive retail and leisure provision that extends across five malls; Cabot Place, Canada Place, Churchill Place, Crossrail Place and Jubilee Place and includes over 300 shops, cafes, bars, restaurants, services and amenities. Canary Wharf continues to be a popular retail destination not only for those working within the Estate but also visitors from the centre’s residential catchment and beyond.

The retail tenant mix has been strategically designed to cater to the working and residential populations, with particular focus on consumers from CACI’s Affluent Achievers and Rising Prosperity consumer lifestyle groups. Leading mass and premium retail brands including BOSS, Calvin Klein Underwear, COS, Coach, Maje, Marks & Spencer Food, Orlebar Brown, Sandro, Waitrose & Partners and Zara sit alongside a vast range of services that include banking, health, and childcare facilities. An extensive range of cafés, bars and restaurants that have broad appeal complement this diverse offering. Cafes and restaurants include Big Easy, Chai Ki, Franco Manca, Ibérica, Ole & Steen, Roka, and Sticks‘n’Sushi. The retail provision at Canary wharf will continue to grow, diversify, and strengthen in the coming years.

In 2019, over 49.1million people visited Canary Wharf’s shopping malls.

DEPARTMENT SUMMARY

The Retail Marketing & Promotions department is responsible for the marketing and promotion of the retail provision at Canary Wharf. The department develops and implements the retail marketing strategy; it is a two-tiered strategy that includes brand and tactical marketing activities to position Canary Wharf as a premium retail and leisure destination, characterised by a high-quality, diverse and unique provision that evolves each year through the addition of new brands, uses and spaces whilst providing a positive and enjoyable experience.

The tactical tier of the strategy includes the production and facilitation of a variety of public events in the shopping malls within Canary Wharf that encompass fashion, sport, and family events. These events are designed to animate and enliven the malls and public spaces, drive footfall, sales and dwell time and add value to the retail experience whilst creating distinction from other competing centres. The programme also helps to challenge outdated perceptions of Canary Wharf and position the centre as a vibrant shopping destination with a diverse and extensive offer.

The department also provides local marketing support to retail tenants. Tenants are encouraged by the team to utilise a variety of local marketing initiatives available to raise brand awareness, in-store spend and footfall. The Retail Promotions and Marketing department consists of four full-time staff and is supported by consultants and internal departments. The department reports to the Director of Marketing.

MAIN RESPONSIBILITIES

1. Determine key retail priorities, set marketing objectives and activations plan for the year ahead.

2. To manage the departmental retail budgets from creation to completion.

3. Define the retail campaign approach and media planning for each activation to meet the retail objectives.

4. To engage with retail tenants to create and maintain positive partnerships. To support retailer campaigns through Estate wide activations and encourage individual tenant participation in Retail and Estate-wide events where relevant, exploring new and engaging ideas to drive awareness, footfall and spend.

5. To develop and execute new ideas to ensure the Retail programme is dynamic, interesting, and relevant.

6. To lead CACI demographic and generic market research studies and surveys to better understand the retail market, consumer trends and competitor activities, and to tailor campaigns when necessary.

7. To support the Retail Leasing Department with tenant acquisition, attending meetings and development of targeted literature, assets, and tailored campaigns.

8. To create, develop new store opening campaigns, and nature and maintain positive relationships with tenants.

9. To identify opportunities for activities, events and propositions that are relevant to customers and drive sales around key trading moments.

10. To manage appointed marketing and advertising agencies, as required, literature/print production, online activations, advertising, events, and exhibitions.

11. Prepare, co-ordinate and complete all relevant tenant correspondence, schedules, reports, meeting minutes, evaluations and other documentation as required.

12. To manage Canary Wharf Gift Card service, acting as primary point of content with the appointed supplier.

13. Report on the effectiveness of retail marketing campaigns using pre-determined KPIs.

14. To create, develop and maintain positive relationships with tenants, external and other key partner organisations and individuals.

15. To provide full and effective communication and liaison with relevant internal departments of Canary Wharf Limited and Canary Wharf Management Limited, ensuring the needs of the Retail events programme, inclusive of its aims and objectives are met, including:

• PR & Comms
• Arts + Events
• Retail Management
• CWG departments: Retail Leasing, Communications, Brand, Office & Residential Marketing, Fire, Safety & Environment Insurance, Legal, Accounts, Administration, Tax.

16. To provide full and effective communication and liaison with Canary Wharf tenants, external businesses, community and art and events organisations and individuals.

17. To identify new advertisement opportunities both online and through traditional marketing methods, to ensure all marketing efforts are retail focused and support the band.

18. To assist the department with generic departmental and office duties as and when required.

19. To attend external and internal meetings as and when required.

20. To deal with incoming telephone and email enquiries from retail tenants, the public, charities, and experiential marketing agencies.

21. Other duties as may be reasonably requested from time to time by the Consumer Group Marketing Manager and Director of Marketing.

1. A minimum of 5 years’ experience within retail marketing at a supervisory role, gained within a business, events or retail environment.

2. Proven experience of working within the retail, marketing, F&B or entertainment sector.

3. Experience running successful marketing campaigns.

4. Experience of effective budget management.

5. Strong management and prioritisation skills.

6. Ability to lead a team.

7. Experience in planning and managing a retail promotions calendar.

8. Ability to manage multiple projects on different timescales.

9. A natural collaborator with a strong analytical mind-set and integration skills.

10. Staff management or supervisory experience.

11. Excellent organisational, communication and negotiation skills, with the ability to liaise at all levels.

12. Strong reporting and presentation skills.

13. Strong written and verbal communication skills.

14. A team player with a flexible approach and creative flair.

15. Good knowledge of digital marketing channels.

16. Good knowledge and experience of Microsoft based computer packages.