Marketing Lead

As a Marketing Lead, you will oversee and manage all aspects of the mall’s digital ecosystem,

ensuring strong brand presence, customer engagement, and performance-driven growth across all

digital channels. This role requires a strategic mindset, strong expertise in digital marketing, and

hands-on experience managing digital platforms, campaigns, and creative production.

You will serve as a key link between marketing, operations, leasing, and external agencies to

ensure seamless execution of campaigns, optimized customer experiences, and consistent brand

communication across all touchpoints.

Your responsibilities will encompass the following key areas:

Digital Products Management:

Oversee and manage all digital platforms including the website, mobile application, and loyalty

program.

Ensure continuous optimization of UX/UI, customer journeys, and overall digital experience.

Manage store directories, tenant updates, landing pages, and campaign integrations across

platforms.

Develop and execute customer acquisition and engagement strategies for the mobile application.

Ensure smooth integration and performance of the loyalty program to enhance retention and

database growth.

Monitor platform performance and implement improvements based on analytics and user

behavior insights.

Performance Marketing & Media Buying:

Lead and manage paid media campaigns across Meta, Google, and other digital advertising

platforms.

Plan, execute, optimize, and report on performance marketing campaigns to maximize ROI.

Develop audience segmentation, retargeting, and conversion strategies.

Oversee app install campaigns and other performance-focused initiatives.

Manage and allocate media budgets efficiently in line with business objectives.

Coordinate with external agencies to ensure high-quality execution and performance delivery.

Content Strategy & Digital Production:

Develop and execute comprehensive content strategies across all digital channels.

Oversee content creation for social media, website, mobile app, and other digital touchpoints.

Plan and manage short-form video content strategies including reels and trend-based formats.

Ensure consistency in tone of voice, messaging, and brand identity across all platforms.

Manage digital copywriting and campaign messaging aligned with marketing objectives.

Creative Direction & Production:

Plan and supervise photo and video shoots for the mall, campaigns, and tenants.

Lead production days and ensure efficient execution of creative content.

Manage influencer collaborations, partnerships, and content creators.

Ensure all creative deliverables align with brand guidelines and visual identity standards.

Drive innovation in storytelling, content formats, and digital experiences.

Analytics & Reporting:

Develop and maintain dashboards to monitor digital and campaign performance.

Track website traffic, app engagement, campaign KPIs, and customer behavior metrics.

Analyze performance data and provide actionable recommendations for optimization.

Prepare monthly and quarterly performance reports for management.

Support data-driven decision-making and continuous improvement initiatives.

Cross-Functional Coordination & Leadership:

Collaborate with leasing, operations, customer service, and external partners to ensure alignment

across campaigns and initiatives.

Manage relationships with agencies, vendors, and third-party partners.

Lead and support cross-functional teams to ensure timely and high-quality deliverables.

Promote a culture of creativity, accountability, and continuous improvement within the

marketing function.

To excel in this role, candidates should possess the following qualifications and attributes:

• Bachelor’s degree in Marketing, Business Administration, Communications, or a related field.
• 5–8+ years of experience in Digital Marketing, preferably within retail, shopping malls, or lifestyle sectors.
• Strong expertise in performance marketing, media buying, and campaign optimization.
• Proven experience managing digital platforms including websites, mobile applications, and loyalty programs.
• Excellent knowledge of Meta Business Manager, Google Ads, Google Analytics, CMS platforms, and CRM systems.
• Strong analytical mindset with the ability to translate data into actionable insights.
• Experience managing agencies and cross-functional teams.
• Excellent communication, leadership, and project management skills.
• Strong understanding of content creation, digital trends, and social media platforms.