ROLE PURPOSE
This role plays a critical part in driving mall traffic, enhancing brand visibility, supporting tenant sales, and generating additional revenue, while ensuring high- quality execution through strong team leadership and agency management.
As a A&P Manager, you will be responsible strategic planning, budget ownership, and end- to- end execution of all Advertising & Promotion activities, including mall campaigns, events & decorations, digital marketing, CRM & loyalty programs, branding, and casual leasing marketing.
KEY RESPONSIBILITIES
Mall Campaign & Promotion Management
- Drive brand visibility across online and offline touchpoints, including digital platforms and in- mall communications.
- Develop and execute annual and seasonal A&P strategies, covering campaigns, promotions, events, CRM, PR, and digital marketing.
- Work closely with Leasing, Operations, Finance, HR/Admin, and Customer Service teams to ensure seamless execution.
- Lead the A&P team in delivering integrated mall- wide campaigns, including seasonal events, decorations, promotions, CRM activations, and tenant support.
- Monitor market trends, customer behavior, competitor activities, and technology developments to continuously enhance campaign effectiveness.
Digital Marketing, Public Relations & Crisis Management
- Lead Digital & PR team and agencies to plan and execute online- to- offline strategies that drive mall visitation.
- Oversee content and performance across social media, website, mobile app, and owned media channels.
- Monitor brand sentiment, proactively manage issues, and escalate crisis situations to senior management when required.
Casual Lease and Revenue generation
- Ensure compliance with mall guidelines, contracts, and operational requirements.
- Conduct market surveys and propose competitive rental rates for event and advertising spaces.
- Collaborate with event and advertising agencies to attract high- quality casual lease events and advertisers.
- Manage marketing aspects of all event and advertising spaces, including indoor/outdoor event areas, billboards, façade logos, banners, lifts, walls, and pillars.
Loyalty & Membership Program (CRM)
- Track and report CRM- driven traffic, tenant sales contribution, and cost efficiency.
- Collaborate with partners and tenants to enhance member benefits and incentives.
- Lead the development and execution of CRM & loyalty programs, including points accumulation, redemption, tier benefits, and member- exclusive offers.
- Ensure smooth reward redemption operations and support Customer Service teams with CRM processes.
- Drive member acquisition, active rate, engagement, and repeat visitation.
Tenant Supports & engagement
- Work closely with tenants to develop co- branded promotions, joint campaigns, push tenant sales.
- Support new store openings with strong marketing exposure and launch plans.
Reporting & Performance Tracking
- Prepare monthly and quarterly reports, insights, and strategic recommendations for management.
- Track campaign and event performance using KPIs such as footfall, sales uplift, engagement, reach, and cost efficiency.
- Conduct post- campaign evaluations to optimize future activities.
Budget & Vendor Management
- Ensure vendors deliver on time, within budget and to required quality standards.
- Plan, manage, and control the annual A&P budget, ensuring effective allocation and cost optimization.
- Lead vendor sourcing, negotiation, and management including event agencies, creative agencies, production suppliers, media partners, and CRM vendors.
Team Leadership
- Set clear objectives, provide regular feedback, and conduct performance evaluations.
- Lead, coach, and develop the A&P team, fostering a collaborative, accountable, and high- performance culture.
- Encourage creativity, execution excellence, and continuous improvement.
Other Responsibilities
Perform other tasks as assigned by the line manager.
