Retail Marketing Manager – FTC to March 2022

Date Posted: 13/09/2021
Department: Retail
Company: Canary Wharf Ltd
Reporting to: Group Marketing Manager

Job Summary:

The Retail Marketing Manager will be responsible for the development, and implementation of the retail marketing strategy including campaigns, events, digital marketing, and PR with the principle objectives being to increase footfall and spend through creative and engaging campaigns and activations.

The Retail Marketing Manager will need to implement a two-tiered marketing strategy that includes brand and tactical marketing activities to position Canary Wharf as a premium retail and leisure destination.

The Retail Marketing Manager is responsible to plan and manage all marketing activities supporting the overall campaign objectives and feed into the strategic business objectives. The candidate will need to drive all campaign related activities and ensure the effective and relevant execution of all retail marketing initiatives in line with Canary Wharf Group’s positioning.  

The Retail Marketing Manager must also develop and maintain positive tenant relations and provide support and encouragement to tenants to participate in retail marketing campaigns and activations with the objectives of raising individual brand awareness, footfall and spend. 

Responsibilities include preparing budgets, carrying out market analysis, management of annual retail campaigns and promotional activations, leading proactive relationships with retail tenants and partnerships, measuring performance, writing follow ups from retailer meetings and retailer requests, including the appropriate decision makers in the communication.

Other duties may be reasonably requested from time to time by the Consumer Group Marketing Manager and Director of Marketing.

About the Retail department

Canary Wharf is one of London’s most exciting hubs, the Estate is one of the world’s most recognisable mixed-use developments and includes an extensive retail and leisure provision that extends across five malls; Cabot Place, Canada Place, Churchill Place, Crossrail Place and Jubilee Place and includes over 300 shops, cafes, bars, restaurants, services and amenities.  Canary Wharf continues to be a popular retail destination not only for those working within the Estate but also visitors from the centre’s residential catchment and beyond.

The retail tenant mix has been strategically designed to cater to the working and residential populations, with particular focus on consumers from CACI’s Affluent Achievers and Rising Prosperity consumer lifestyle groups.  Leading mass and premium retail brands including BOSS, Calvin Klein Underwear, COS, Coach, Maje, Marks & Spencer Food, Orlebar Brown, Sandro, Waitrose & Partners and Zara sit alongside a vast range of services that include banking, health, and childcare facilities.  An extensive range of cafés, bars and restaurants that have broad appeal complement this diverse offering. Cafes and restaurants include Big Easy, Chai Ki, Franco Manca, Ibérica, Ole & Steen, Roka, and Sticks‘n’Sushi.  The retail provision at Canary wharf will continue to grow, diversify, and strengthen in the coming years.

In 2019, over 49.1million people visited Canary Wharf’s shopping malls.

The Retail Marketing & Promotions department is responsible for the marketing and promotion of the retail provision at Canary Wharf.  The department develops and implements the retail marketing strategy; it is a two-tiered strategy that includes brand and tactical marketing activities to position Canary Wharf as a premium retail and leisure destination, characterised by a high-quality, diverse and unique provision that evolves each year through the addition of new brands, uses and spaces whilst providing a positive and enjoyable experience.

The tactical tier of the strategy includes the production and facilitation of a variety of public events in the shopping malls within Canary Wharf that encompass fashion, sport, and family events.  These events are designed to animate and enliven the malls and public spaces, drive footfall, sales and dwell time and add value to the retail experience whilst creating distinction from other competing centres. The programme also helps to challenge outdated perceptions of Canary Wharf and position the centre as a vibrant shopping destination with a diverse and extensive offer.

The department also provides local marketing support to retail tenants.  Tenants are encouraged by the team to utilise a variety of local marketing initiatives available to raise brand awareness, in-store spend and footfall.  The Retail Promotions and Marketing department consists of four full-time staff and is supported by consultants and internal departments.  The department reports to the Director of Marketing.

About Canary Wharf Group

Canary Wharf Group (CWG) is the developer of the largest urban regeneration project in Europe. CWG develops, manages and currently owns interests in approximately 7.7 million square feet of office space, 0.9 million square feet of retail and over 1,000 build-to-rent apartments.

CWG is the largest sustainable developer in the UK with over 10 million square feet of sustainable certified buildings. CWG also excels operationally as it purchases 100% electricity from renewable sources since 2012 and zero waste to landfill since 2009.

CWG has created a 24/7 city where people can live/work/play on the Canary Wharf estate and enjoy all the benefits: great transport links, access to green spaces and waterside living; and a wide range of amenities including an award-winning arts and events programme. Canary Wharf’s retail offering comprises over 300 shops, including grocery stores, pharmacies, health clubs, bars and restaurants, all within 15 minutes’ walk.

The Company’s current £2.4bn construction activity is composed of 500k square feet of commercial properties and over 1,750 new homes for sale and rent.

Our Culture and Values

Working at Canary Wharf Group means working for a forward thinking, collaborative team. We hire staff who strive to make a difference and achieve the highest standards. Everyone is empowered to make a difference and our ethos encourages everyone to think like an owner. Our business puts our customers and people at the heart of everything, we work to meet their needs and exceed expectations.

Our mission is to empower our people, engage our communities and create sustainable places.

Our values help us achieve exceptional results:

Excellence: Commit to achieving the best with integrity

Collaboration: Make us of our vast experience and knowledge to work effectively together

Engagement: Develop our people, our communities, our stakeholders and our suitable environment and be exceptional while respecting others

Ownership: Take responsibility and pride in what we deliver. Everyone has the opportunity to make a difference.

Innovation: Embrace change and encourage innovation

Main Responsibilities
  • Determine key retail priorities, set marketing objectives and activations plan for the year ahead.
  • To manage the departmental retail budgets from creation to completion.
  • Define the retail campaign approach and media planning for each activation to meet the retail objectives.
  • To engage with retail tenants to create and maintain positive partnerships. To support retailer campaigns through Estate wide activations and encourage individual tenant participation in Retail and Estate-wide events where relevant, exploring new and engaging ideas to drive awareness, footfall and spend.
  • To develop and execute new ideas to ensure the Retail programme is dynamic, interesting, and relevant.
  • To lead CACI demographic and generic market research studies and surveys to better understand the retail market, consumer trends and competitor activities, and to tailor campaigns when necessary.
  • To support the Retail Leasing Department with tenant acquisition, attending meetings and development of targeted literature, assets, and tailored campaigns.
  • To create, develop new store opening campaigns, and nature and maintain positive relationships with tenants.
  • To identify opportunities for activities, events and propositions that are relevant to customers and drive sales around key trading moments.
  • To manage appointed marketing and advertising agencies, as required, literature/print production, online activations, advertising, events, and exhibitions.
  • Prepare, co-ordinate and complete all relevant tenant correspondence, schedules, reports, meeting minutes, evaluations and other documentation as required.
  • To manage Canary Wharf Gift Card service, acting as primary point of content with the appointed supplier.
  • Report on the effectiveness of retail marketing campaigns using pre-determined KPIs.
  • To create, develop and maintain positive relationships with tenants, external and other key partner organisations and individuals.
  • To provide full and effective communication and liaison with relevant internal departments of Canary Wharf Limited and Canary Wharf Management Limited, ensuring the needs of the Retail events programme, inclusive of its aims and objectives are met, including:
    • PR & Comms
    • Arts + Events
    • Retail Management
    • CWG departments: Retail Leasing, Communications, Brand, Office & Residential Marketing, Fire, Safety & Environment Insurance, Legal, Accounts, Administration, Tax.
  • To provide full and effective communication and liaison with Canary Wharf tenants, external businesses, community and art and events organisations and individuals.
  • To identify new advertisement opportunities both online and through traditional marketing methods, to ensure all marketing efforts are retail focused and support the band.
  • To assist the department with generic departmental and office duties as and when required.
  • To attend external and internal meetings as and when required.
  • To deal with incoming telephone and email enquiries from retail tenants, the public, charities, and experiential marketing agencies.
  • Other duties as may be reasonably requested from time to time by the Consumer Group Marketing Manager and Director of Marketing.
What We Require of You

  • A minimum of 5 years’ experience within retail marketing at a supervisory role, gained within a business, events or retail environment.
  • Proven experience of working within the retail, marketing, F&B or entertainment sector.
  • Experience running successful marketing campaigns.
  • Experience of effective budget management.
  • Strong management and prioritisation skills.
  • Ability to lead a team.
  • Experience in planning and managing a retail promotions calendar.
  • Ability to manage multiple projects on different timescales.
  • A natural collaborator with a strong analytical mind-set and integration skills.
  • Staff management or supervisory experience.
  • Excellent organisational, communication and negotiation skills, with the ability to liaise at all levels.
  • Strong reporting and presentation skills.
  • Strong written and verbal communication skills.
  • A team player with a flexible approach and creative flair.
  • Good knowledge of digital marketing channels.
  • Good knowledge and experience of Microsoft based computer packages.

To achieve our company vision, mission and values, there are core responsibilities within each job role that helps us provide a consistent, safe and effective approach, whilst improving the service that we deliver.

All staff shall:

  • Adhere to our Health, Safety, Quality and Sustainability requirements as detailed in our policies within our Integrated Management System. The latest documents including relevant procedures and forms can be found on SharePoint, with Trade Contractor and Consultant related documents on Asite.
  • Act responsibly, and take care of yourselves and others. Follow all necessary precautions, guidance and instructions when conducting, supervising or managing a task. Further details regarding Health & Safety are set out in the Health & Safety Policy, within our Employee Handbook and are available within our health and safety management system located on SharePoint.
  • Protect the environment and reduce our environmental impacts through reducing energy use and minimising waste produced onsite. Staff should adhere to the procedures in our environmental management system. Relevant documents are located on SharePoint.

What We Offer

Diversity and Inclusion: We recognise the importance of embracing diverse experience, skills and perspectives at all levels and operating in an inclusive working environment, in order for everyone to reach their full potential. We also recognise that it makes business sense, since being an inclusive employer leads to better business performance and higher levels of employee engagement and satisfaction. We welcome applicants with diverse backgrounds, perspectives and skills and are committed to fostering a culture whereby everyone can reach their full potential.

Flexible Working: As an inclusive employer, we recognise the positive impact flexible working can have on an individual, their wellbeing, engagement and productivity. Therefore, we are open to consider flexible working arrangements, both temporary or permanent.

Learning and Development: At Canary Wharf Group, our employees receive a wide range of support to help improve their skills and achieve their career goals. We offer development opportunities through classroom and e-learning training, mentoring, cross department experience and on the job learning. We heavily invest in our staff attaining accreditations to develop existing and new skills, support chartered status, sponsorships and provide further educational opportunities which are job and business related. We never stand still and continually invest in developing skills and knowledge to ensure individual and company growth.

Other Benefits: We are committed to building a safe, happy and healthy community for our employees and we offer a comprehensive range of benefits, all designed with our employees and their wellbeing in mind. From generous pension and insurance plans, to health benefits, subsidised gym membership, store discounts and family leave, our benefits package allows our employees to choose the benefits that suit them and their individual needs.

If you are interested in joining our highly professional and skilled team for our next exciting phase of development, please complete the form on this page to apply online or send your cv and covering letter to: Personnel Department, Canary Wharf Group plc, One Canada Square, Canary Wharf, London, E14 5AB.

Closing date for applications is Monday 27 September 2021.

Early applications are encouraged as we reserve the right to appoint at any point.

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