Media And Promotions Manager

Job Purpose

To lead, commercialize, and manage all short-term promotions, internal and external media sales, and advertising activations across Makani Real Estate’s existing malls and community centers in addition to any future upcoming properties with different portfolio segmentation. This role focuses on maximizing non-rental revenue through strategic leasing of promotional spaces, media asset sales, and facade branding—ensuring all activity aligns with the customer journey, brand positioning, and revenue targets. The Manager must also enforce a structured booking and clientele vetting framework, ensuring high-quality, relevant, and compliant activations per property.

Key Responsibilities

1. Short-Term Promotions & Advertising Strategy

• Manage and grow income from short-term bookings such as car displays, kiosks, brand activations, and product sampling booths.
• Establish and maintain a Short-Term Leasing Masterplan per mall, aligned with footfall, campaign periods, and tenant categories including the long-term plans for advertising elements
• Coordinate with the Marketing Team to align promotional activities with events, seasonal peaks, and mall branding.

2. Short-Term Booking Criteria & Client Vetting

• Develop and apply short-term booking criteria per property, including:
• Brand Relevance: Ensuring the promotional product or service complements the mall’s tenant mix and customer demographics.
• Visual & Build Standards: Activation setup must comply with mall aesthetic, safety, and visual identity standards.
• Category Balance: Avoiding brand/category saturation per location (e.g., limiting automotive at one time).
• Traffic & Space Capacity: Only permitting promotions that suit the layout and do not obstruct traffic or CX flow.
• Maintain an up-to-date Clientele Database segmented by brand category, historical performance, and activation quality.
• Prequalify new clients through proposal review, sample visuals, and compliance checks in coordination with mall operations and legal teams.

3. Media Asset Commercialization (Internal & External)

• Maximize revenue through the leasing of:
• Indoor Media Assets: Lightboxes, digital screens, banners, escalator wraps, elevator wraps, pillar branding
• External Facade Assets: LED screens, vinyl banners, rooftop branding, side wraps
• Standardize media asset layouts, technical specifications, pricing strategies, and client usage guidelines across all existing properties.

4. Rate Cards, Guidelines & Packages

• Create property-specific rate cards for:
• Promotional short-term bookings
• Digital and static media sales
• External façade advertising
• Package bundled offerings for multi-property campaigns, long-term media rentals, and national brand activations.

5. Agency & Retail Network Engagement

• Leverage existing relationships with:
• Advertising Agencies, Media Buyers, and Activations Companies
• Retail brands across fashion, electronics, automotive, FMCG, and telecom
• Actively pitch available inventory, façade assets, and seasonal sponsorships to clients and partners.

6. Façade Commercialization Strategy

• Propose, manage, and implement external branding opportunities with full technical, legal, and safety compliance.
• Establish criteria for façade leasing including:
• Visibility analysis
• Exposure value-based pricing
• Municipal and brand guideline adherence

7. Cross-Functional Collaboration

• Align with:
• Marketing – for campaign synergy and event alignment
• Customer Experience – to ensure promotions enhance visitor journey
• Operations – for space feasibility and execution approvals
• Leasing/Legal – for contract integrity and regulation compliance

8. Reporting & Forecasting

• Prepare monthly and quarterly revenue performance reports.
• Forecast and track space occupancy, booking utilization, and media performance.
• Recommend optimization strategies for underperforming areas or underutilized assets.

9. Team Leadership & Execution Oversight

• Lead a team managing bookings, space coordination, and campaign delivery.
• Oversee vendor management for fabrication, setup, and compliance of media assets and promotional booths.

Key Deliverables

• Promotions & Media Annual Strategy (Mall-Wide)
• Property-Specific Rate Cards & Booking Guidelines
• Client Vetting Framework & Booking Criteria Matrix
• Façade Branding Master Plan & Commercialization strategy
• Booking Calendars, Utilization Reports & Revenue Dashboards
• Standardized Media Layouts and Advertising Policies

Qualifications & Experience

• Bachelor’s Degree in Marketing, Advertising, Real Estate, or Business.
• 7–10 years of proven experience in mall media sales, promotions, OOH advertising, or retail leasing. With at least 5 years managerial role in the top media agencies such as Hypermedia, Multiply, Backlite, Viola, etc.
• Proven Track record in selling media assets and managing promotional activations.
• Strong network with advertising agencies, brand managers, and media partners.
• Experience in short-term leasing models, pricing strategy, and multi-property rollout.

Core Competencies

• Sales & Commercial Negotiation
• Space Planning & Retail Leasing Acumen
• Financial Planning & Forecasting
• Media Asset & Brand Partnership Management
• Vendor Oversight & Activation Coordination
• Excellent Presentation & Communication Skills
• Customer Journey Sensitivity

Scope of Role

• Geographic Scope: Al Ain (primary), Abu Dhabi, and other Makani asset locations as required
• Properties: All existing Makani malls and community centers, including future properties and non-shopping center assets, in addition to pre-planning and CAPEX placement for under-development projects
• Assets: Internal & external media, promotional zones, façade
• Clients: Media buyers, brands, agencies, startups, government entities