Job Description
About QuadReal Property Group
QuadReal Property Group is a global real estate investment, operating and development company headquartered in Vancouver, British Columbia. Its assets under management total $67.1 billion. From its foundation in Canada as a full-service real estate operating company, QuadReal has expanded its capabilities to invest in equity and debt in both the public and private markets. QuadReal invests directly, via programmatic partnerships and through operating companies in which it holds an ownership interest.
QuadReal seeks to deliver strong investment returns while creating sustainable environments that bring value to the people and communities it serves. Now and for generations to come.
QuadReal: Excellence lives here.
www.quadreal.com
Role Description
Reporting to the Executive Vice President, Retail Canada the VP Marketing is the chief custodian of the Oakridge brand responsible for oversight of the entire marketing portfolio including branding, advertising, promotions, tenant communications, programming, public relations, social media, community relations, interactive communications, redevelopment-related marketing activities, etc. Ultimately, he/she is responsible for the overall planning and execution of marketing activities designed to not only tell the Oakridge story and elevate the Oakridge brand but to also increase customer awareness, traffic and retail sales.
About Oakridge
Oakridge Park, currently under construction and slated for Phase 1 completion by year-end 2024, will be Canada’s leading luxury shopping, cultural and experience destination in Canada. The project is being developed in a way that elevates and reimagines the way people shop, connect, work, travel, exercise, eat, pursue their passions, listen, learn, create, experiment and basically . . . live life.
Working with Canadian developer, Westbank, QuadReal is reimagining Oakridge Park to be the top performing asset in a global city, with the goal of transforming it into a major cultural hub and new municipal town centre for the City of Vancouver. The new Oakridge will be a mixed-use, transit-oriented neighbourhood hub that will offer 900,000 sq.ft. of unique, experiential retail (with a predominance of luxury retailers) plus, office space, residential towers, a public park, a civic centre, a new library, a daycare, a seniors’ centre, a dance school, a world-class performing arts academy, a music venue, performance space and a community centre. Of note is the total public art program budget for Oakridge has been set to surpass $7M, elevating this cultural centre to elite artistic status.
Major draws for Oakridge Park include the 9 acre park itself, more than 4 stages for performance, a 50,000 sf Time Out Market, and returning anchors The Bay and Safeway.
Responsibilities
Responsible for the creation and execution of the marketing strategy for the overall Oakridge Park offering, with the ultimate goal of raising global awareness, affinity, traffic and sales for the many and diverse tenancies at Oakridge Park.
Build on the globally iconic, best in class Marketing Strategy for Oakridge Park – including the Grand Opening events – and communicate this strategy eloquently across all channels
Leverage input and create consensus from JV Ownership, Oakridge’s luxury tenant partners and other significant stakeholders to ensure leverage of all the cool things in the Oakridge ecosystem
Executes the marketing strategy on time, on budget and with exceptional results for Phase 1 opening and beyond oversee all aspects of the day-to-day marketing of Oakridge Centre.
Manage the marketing team including the Marketing Director and Marketing Manager
Prepare an annual strategic marketing plan outlining short and long-term strategies for all aspects of the marketing portfolio.
Prepare and manage the annual marketing budget including creating support schedules, coding and processing payables, analyzing variances, and reporting on the budget as requested.
Manage a professional agency/s to develop distinctive campaigns, advertisements, marketing collateral, signage, etc.
Oversee the evolution of the Oakridge Park branding into the “next gen” branding.
Direct the development, planning and execution of a robust calendar of innovative programming initiatives including events, popups, activations, etc.
Coordinate public relations efforts that maintain the Centre in a favourable light, create interest in the Centre, increase exposure of tenants, build relations with key media, and enhance the overall perception of the Centre. Serve as the “face” of Oakridge for the purposes of media interviews, media tours, media events, etc.
Support the redevelopment team by filling the gap between sales, leasing and public interface, attend and participate at open houses as required, coordinate with the team to ensure overall brand consistency.
Support Leasing, as needed, through research and marketing efforts including the creation of cutting-edge leasing packages.
Oversee the Centre’s interactive activities to ensure sound strategy, on-brand messaging, consistent posting, strong engagement, etc.
Serve as editor-in-chief ensuring that anything that is seen by internal/external audiences (direct mail, ads, web content, tenant newsletter, etc.) reflects the highest standard of excellence, creative and otherwise.
Foster positive tenant, consumer, community, philanthropic and strategic marketing partner relationships.
Manage the Marketing team (Director, and Manager), providing employees with tools for success, outlining objectives, training/mentoring team members, appraising work, and addressing any performance-related concerns.
Work hand-in-glove with other management staff and employees.
Participate in regular marketing meetings, staff meetings, one-on-one retailer meetings, agency briefings, etc.
Other related duties as assigned.
Experience and Qualifications
Experience in luxury global retailers such as Chanel, LVMH brands, or in an arts/cultural organization, or a high end hospitality groups such as Four Seasons, or global developers of luxury places such as Swire Group
Creative thinking and logical execution
Understanding of the future of consumer desires and how to create and execute compelling lifestyle brands for the affluent crowd
People skills = proven ability to create affinity and alignment, skilled in leveraging others skills, welcomes collaboration, assimilates new ideas into nimble processes and always elevates to best in class global standards
At least 10 years of leadership experience in a global marketing environment
Experience in place making marketing
Degree or Masters in business and/or marketing
Proven track record in luxury marketing
Proven team builder
Minimum of 10 years’ experience in a marketing generalist capacity (i.e. experience overseeing the entire marketing portfolio as well as a team).
Bachelor’s Degree in Marketing, Public Relations, Journalism or a related discipline.
Excellent oral and written communication skills with the ability to communicate to various audiences in a clear and concise manner.
Strong attention to detail and problem-solving skills.
Ability to prioritize workload and handle competing priorities and deadlines.
QuadReal Property Group will provide reasonable accommodation at any time throughout the hiring process for applicants with disabilities or for those needing job postings in an alternate format. If you require accommodation, please advise the Talent Acquisition team member you are working with and include the following: Job posting #, your name and your preferred method of contact.Want to learn about our end-to-end recruitment process? Click this link for a short video that will take you through each step, so you’ll know exactly what to expect.
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