Summary
The Senior Director, Marketing and Public Relations is a senior leadership position responsible for shaping and leading the company's overall marketing, brand, communications, public relations, strategic partnerships and customer engagement strategy across the business and its property portfolio. The role will strengthen the company's market positioning, brand equity and stakeholder relationships, while supporting the commercial performance and long-term value creation of its assets.
The role combines strategic leadership with hands-on execution and will work closely with the CEO, Executive Directors, and cross-functional teams to translate business objectives into differentiated marketing, brand and engagement strategies. The Senior Director will also build and lead ahigh-performing marketing function and establish marketing as a strategic business driver.
Main Duties & Responsibilities
Marketing& Business Strategy
- Develop and lead the company's overarching marketing strategy, translating corporate and portfolio objectives into clear annual and multi-year priorities.
- Establish marketing as a strategic business function that contributes to brand equity, asset performance, stakeholder engagement and long-term value creation.
- Partner with senior leadership, asset management, leasing and operations teams to identify opportunities where marketing, customer engagement and partnerships can create business value.
- Establish objectives, KPIs and measurement frameworks for marketing investments and initiatives.
- Own annual A&P planning and budget allocation, ensuring resources are focused on the highest-value business priorities.
- Monitor market, consumer and competitive trends to identify opportunities for differentiation, growth and innovation.
Brand Strategy & Positioning
- Own and evolve the company's corporate brand strategy, positioning and value proposition.
- Establish and govern brand standards across corporate and asset-level touchpoints, ensuring consistency and quality.
- Build brand equity and visibility with investors, tenants, customers, partners, communities and other key stakeholders.
- Identify opportunities to strengthen the company's reputation and distinctiveness within the real estate and broader lifestyle ecosystem.
Communications and Public Relations
- Lead the company's corporate communications and public relations strategy.
- Manage relationships with PR agencies, media, creative partners and other external stakeholders.
- Develop strategic narratives, messaging and communications platforms for the company, senior leadership and key assets.
- Identify opportunities for executive profiling, industry thought leadership, media engagement and strategic storytelling.
- Provide senior leadership with counsel on communications, reputation and stakeholder engagement.
Strategic Partnerships
- Build relationships with brands, cultural institutions, lifestyle partners, community organisations, media platforms and other relevant stakeholders.
- Lead negotiations and commercial discussions with strategic partners where appropriate.
- Build an external network that increases the company's access to ideas, opportunities and strategic relationships.
- Conceptualise and oversee community-driven events and experiential activations aligned with the company's vision to create vibrant, inclusive, and engaging destinations.
Digital, Content and Marketing Innovation
- Lead the development of the company's content ecosystem across corporate and asset channels.
- Ensure content consistently reflects the company's brand positioning and engages priority audiences.
- Evaluate emerging technologies, platforms and marketing innovations that can improve customer engagement and marketing effectiveness.
- Establish appropriate analytics and reporting to understand audience behaviour, campaign effectiveness and business impact.
Team and Agency Leadership
- Build, lead and develop a high-performing marketing team.
- Coach and mentor team members and create a culture of accountability, collaboration and continuous improvement.
- Determine the appropriate internal and external resource model, including agencies, consultants and specialist partners.
- Lead and manage external agencies to ensure strategic alignment, creative excellence, commercial discipline and delivery against agreed objectives.
Executive Leadership and Stakeholder Management
- Act as a strategic advisor to the CEO and senior leadership team on brand, marketing, reputation, customer and partnership matters.
- Represent the marketing function at senior leadership and business planning forums.
- Champion a culture where marketing is viewed as a driver of business value rather than solely a communications or promotional function.
Job Requirements
- Bachelor's degree in Marketing, Business, Communications, Real Estate, or a related field.
- 15+ years of relevant experience, with experience at Director, Senior Director, Head of Marketing or equivalent leadership level.
- Proven ability to develop and lead integrated marketing, brand, communications, PR and strategic partnership strategies.
- Strong experience in budget ownership, A&P planning and evaluating marketing ROI.
- Demonstrated ability to connect marketing strategy to broader business, commercial and asset-level objectives.
- Demonstrated leadership in building and managing high-performing teams, agencies and cross-functional stakeholders.
- Strong command of brand strategy, digital ecosystems, communications, customer engagement and experiential marketing.
- Excellent communication, negotiation, presentation and relationship-building skills, with the ability to influence at senior levels.
- Strong commercial acumen, strategic thinking and analytical capability.
- Ability to prioritise and manage multiple strategic and operational initiatives in a fast-paced, entrepreneurial environment.
- Experience in real estate, investment, asset management, retail, hospitality, lifestyle, urban development, placemaking or other experience-led sectors is highly advantageous.
- Demonstrated experience or involvement in urban development, placemaking, community engagement or social impact initiatives is advantageous.
