Vice President, Retailer Marketing - Irvine, United States - Retail (Retail)

Description

The Vice President of Retailer Marketing, Content & Communications reports directly to the Senior Vice President of Marketing and is responsible for the creation and oversight of a comprehensive B2B marketing strategy that effectively and efficiently expands our market presence, attracts and engages best-fit retailers, and oversees an ongoing retailer relations practice to maximize revenue and long-term value across stakeholders.

This position will also own the oversight and ongoing refinement of Irvine Company Retail Properties (ICRP) content & communications standards across audiences, serving as the central point of vision and decision-making around the brand's overall content strategy and communication's efforts.

• Comprehensive B2B

Develop and manage a comprehensive B2B marketing strategy aimed at increasing the lifetime value of retail partners and enhancing the retail experience across ICRP's portfolio of centers.

• Cross-

Partner with Leasing, Design, Development, Operations, Construction Services, and Strategic Planning & Analysis teams to establish a compelling story that differentiates ICRP and presents its brand in a first-class manner.

• Strategic Positioning and

Lead the strategic positioning of ICRP within the retail industry, building brand awareness, and communicating the unique value proposition to key stakeholders including retailers, brokers, brands, and community leaders.

• Marketing Plans and

Develop marketing plans to increase brand visibility, generate leads, and drive retailer engagement through targeted digital campaigns, content marketing, and strategic partnerships.

• Value-Add Insights and

Create value-add insights and experiences to support lead nurturing, including compelling content tailored to B2B audiences such as data & insights, whitepapers, case studies, and thought leadership articles.

• Merchandising Strategy Support: Support the development of Retail's merchandising strategies and plans for each center to elevate the retailer mix, customer experience, and overall appeal.
• Tenant/

Partner with Leasing to modernize the tenant/brand partner 'pitch' toolkit by delivering effective tools, materials, and training to enable leasing and partnership marketing efforts.

• Retailer Engagement Events: Develop and deliver retailer events such as at ICSC, broker celebrations, retailer summits, or thought leadership forums for both current and future partners.
• Linked

Lead ICRP's LinkedIn strategy to increase engagement with target audiences including retailers, division employees, marketing partners, industry professionals, and community leaders.

• Foster Strategic Relationships: Cultivate relationships with merchants, brands, other IC divisions, key industry stakeholders, and influencers to stay abreast of industry trends and opportunities, enhance collaboration, and drive mutual benefit.
• Retail Partner Success: Guide retail partners to optimize their journey with ICRP by developing tailored marketing solutions and valueadd programs to maximize their success and lifetime value with the organization.
• Retailer Advocacy Strategy: Develop an approach for harnessing retailer success stories and enabling retail partners to advocate for ICRP.
• Budget Management: Develop and manage the B2B marketing budget, ensuring optimal allocation of resources to maximize ROI and achieve business objectives.
• KPI Reporting: Deliver an approach for KPI reporting, identifying key success metrics, and tracking the performance of B2B marketing efforts over time.

• Strategic Marketing Support: Assist SVP with Strategic Marketing including the development and management of local and regional market strategies to accomplish corporate, regional, and local marketing goals.
• Strategic Communications Management: Develop and implement external communication strategies to effectively engage B2B and B2C audiences and drive business objectives.
• Public Relations Management: In close collaboration with Corporate Communications, evaluate short and longterm PR goals for B2B & B2C audiences. Partner with the PR agency to execute a comprehensive earned media strategy. Manage relationships with media outlets, industry influencers, and key stakeholders to enhance the organization's reputation and visibility.

• Bachelor's degree required; advanced degree preferred.
• Extensive expertise in experiential retail or mixeduse real estate, preferably at organizations similar or larger in scale to Irvine Company.
• Experience in digital marketing, content creation, an