Marketing Manager - Mall Of Al Ain

ROLE SUMMARY

The Marketing Manager is responsible for leading and executing integrated marketing, promotions, media, and customer engagement strategies for Mall of Al Ain, while also supporting the marketing of redevelopment phases and recreation & leisure assets under the Mall’s portfolio.

The role plays a critical part in repositioning the Mall, supporting phased redevelopments, and launching new retail, recreation, and leisure concepts, ensuring each asset is commercially optimized, market-relevant, and community-focused.

This position combines strategic planning with hands-on execution across campaigns, events, digital platforms, PR, tenant marketing, loyalty initiatives, and experiential activations. The Marketing Manager ensures data-driven budget utilization, strong corporate and cross-functional alignment, and consistent brand storytelling across both operational and developing assets.

ROLE PROFILE

1. Marketing, Brand & Growth Strategy

• Develop and execute the annual marketing and promotions strategy for Mall of Al Ain and assigned recreation & leisure assets.
• Review, approve, and align all asset-level marketing calendars and campaigns with corporate marketing guidelines and Centre of Excellence (COE) directives.
• Lead asset repositioning and redevelopment marketing strategies, including pre-redevelopment communication, transition messaging, and post-relaunch campaigns.
• Clearly position assets within the competitive landscape as community-driven retail, leisure, and lifestyle destinations.
• Translate commercial objectives into integrated 360° marketing campaigns that drive footfall, dwell time, spend, loyalty, and brand affinity.

2. Redevelopment, Launches & New Asset Marketing

• Lead marketing support for redevelopment initiatives, including mall upgrades, tenant remixing, leisure additions, and phased construction periods.
• Develop and execute launch strategies for new tenants, recreation zones, entertainment concepts, and future Makani assets.
• Manage customer and stakeholder communications during redevelopment phases to protect brand trust and trading performance.
• Coordinate closely with Development, Leasing, Operations, and Project teams to align marketing timelines with delivery milestones.

3. Campaigns, Events, Activations & Loyalty

• Plan and deliver mall-wide and asset-specific campaigns, seasonal promotions, experiential activations, and loyalty initiatives.
• Collaborate with tenants, anchors, and partners to design tailored, measurable campaigns that drive visitation and spend.
• Introduce recreation- and leisure-led programming
• Ensure campaigns and events are operationally feasible, brand-aligned, commercially effective, and measured against defined KPIs.
• Conduct post-campaign and post-event performance analysis and optimization.

4. Customer Experience & Engagement

• Support enhancement of the end-to-end customer journey across retail, recreation, and leisure touchpoints.
• Leverage customer insights, footfall data, sales performance, and engagement metrics to improve experience design and marketing effectiveness.
• Ensure wayfinding, signage, and marketing communications enhance navigation, discovery, and dwell time—particularly during redevelopment phases.
• Champion service excellence through customer-facing campaigns and community engagement initiatives.

5. Tenant, Leisure Operator & Stakeholder Management

• Act as the primary marketing partner for retail tenants and recreation & leisure operators.
• Drive joint marketing initiatives with anchors, F&B, entertainment brands, and experiential tenants.
• Maintain strong communication with tenants, sister companies, and internal stakeholders, ensuring corporate directives are cascaded and implemented effectively.
• Collaborate closely with Leasing, Specialty Leasing, Operations, Development, Asset Management, and Mall Management teams to support commercial objectives.
• Lead cross-promotions with local institutions, schools, fitness centers, cultural entities, and government bodies.
• Escalate risks, challenges, or non-compliance issues proactively to senior management.

6. Digital, Media, PR & Communications

• Oversee all digital platforms, websites, social media channels, and online listings across operational and developing assets.
• Ensure redevelopment updates, new openings, loyalty programs, and leisure offerings are communicated clearly and consistently.
• Manage PR, media relations, and influencer engagement to support launches and brand repositioning.
• Lead briefing, negotiation, and performance management of agencies and partners against defined KPIs and timelines.

7. Market Research & Insights

• Conduct competitor, catchment, and trend analysis across retail, recreation, leisure, and entertainment sectors.
• Analyze customer demographics and behavior to support tenant mix strategies and future development planning.
• Monitor regional real estate, retail, and leisure trends impacting asset performance and long-term positioning.

8. Budget & Financial Management

• Develop, manage, and control the annual marketing budget across operational assets, redevelopment phases, and new launches.
• Ensure efficient allocation of spend across always-on marketing, redevelopment communications, campaigns, and experiential programming.
• Lead monthly Sales & Footfall Analysis, presenting insights, trends, and improvement recommendations to senior management.
• Track ROI, optimize marketing investment, and support long-term asset value creation.

9. Governance, Compliance & Performance Monitoring

• Ensure all marketing activities comply with corporate brand guidelines, governance standards, and audit requirements.
• Address and close marketing-related audit findings in a timely and structured manner.
• Collaborate with Mall Management and Operations teams to improve customer satisfaction metrics, including NPS and service KPIs.
• Maintain operational excellence across all marketing touchpoints and customer-facing initiatives.

10. CSR, Community & Placemaking

• Develop community engagement initiatives that reinforce the Mall’s role as a social, cultural, and recreational hub.
• Integrate cultural, educational, wellness, and sustainability initiatives into campaigns and events.
• Support placemaking strategies that enhance emotional connection, community relevance, and long-term loyalty.

11. Team, Vendor & Agency Management

• Lead, mentor, and manage marketing team members and on-ground promoters.
• Set clear objectives, KPIs, and development plans aligned with asset, redevelopment, and corporate goals.
• Foster a collaborative, transparent, and high-performance team culture.
• Manage agencies, event partners, and suppliers to ensure quality delivery, accountability, and cost control.

REQUIREMENTS

• 7–10 years of marketing experience within shopping malls. Minimum 5 years of experience in the GCC market
• Proven experience in asset redevelopment marketing, repositioning, or phased launches. With strong background in promotions, events, media, PR, and tenant marketing
• Experience working with recreation, leisure, entertainment, or F&B-led destinations is an advantage.
• Excellent communication and stakeholder management skills.
• Ability to manage complexity, multiple assets, and phased developments.
• Creative, adaptable, and solutions-oriented.
• Comfortable working under pressure and across cross-functional teams. Experience managing multi-asset or multi-phase marketing budgets is an advantage.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, or related discipline.
• Master’s degree is an advantage.