Head of Branding Strategy & Marketing (Retail)

Head of Branding Strategy & Marketing
 
Role Overview
This is a senior leadership opportunity for a commercially driven branding and marketing professional to shape the positioning and growth of a diversified portfolio of retail, office, wholesale, and mixed-use destinations. The role will be responsible for defining the overall brand and customer strategy, building meaningful partnerships, and creating marketing platforms that enhance customer engagement, tenant value, and business performance. Success in this role will require a balance of strategic thinking and hands-on execution, with the ability to work across multiple stakeholders while driving initiatives from concept through delivery.
 
Key Areas of Responsibility
Brand Strategy & Destination Positioning

• Develop and champion the overall branding and positioning strategy across a portfolio of destination assets.
• Shape customer value propositions, destination narratives, and brand platforms that strengthen market differentiation and long-term asset value.
• Ensure brand consistency while allowing individual assets to maintain distinctive positioning tailored to their target audiences.
• Translate strategic priorities into actionable marketing initiatives with clear business objectives and measurable outcomes.

Marketing & Customer Engagement

• Lead integrated marketing initiatives designed to increase awareness, customer traffic, engagement, and commercial performance.
• Drive the planning and execution of campaigns, activations, events, and customer experiences across both physical and digital channels.
• Leverage customer insights and market intelligence to continuously enhance marketing effectiveness and customer relevance.
• Work closely with commercial, leasing, operations, and asset teams to align marketing efforts with broader business goals.

Partnerships & Commercial Development

• Establish and cultivate relationships with strategic partners, sponsors, tenants, and external stakeholders that contribute to both brand value and revenue generation.
• Identify opportunities for collaborations, activations, co-marketing initiatives, and sponsorship arrangements that enhance destination appeal.
• Act as a key external ambassador, representing the organization in discussions with senior business leaders, partners, and industry stakeholders.
• Bring fresh market perspectives and innovative partnership ideas to strengthen competitiveness and market positioning.

Leadership & Team Management

• Build and lead a high-performing branding and marketing function, fostering a culture of creativity, accountability, and execution excellence.
• Provide direction, coaching, and development to team members while ensuring effective collaboration across internal and external stakeholders.
• Oversee marketing investments, agency partnerships, and resource allocation to maximize business impact and return on investment.
• Manage multiple priorities in a dynamic environment, ensuring projects are delivered effectively and in line with commercial objectives.

Ideal Background

• Proven leadership experience in branding, marketing, or commercial strategy roles, ideally within retail, real estate, hospitality, lifestyle, destination, or experience-driven businesses.
• Demonstrated success in building, transforming, or repositioning brands that have delivered measurable business growth.
• Strong track record in developing strategic partnerships, sponsorships, and commercially focused collaborations.
• Experience leading customer engagement, experiential marketing, events, activations, or destination marketing initiatives.
• Ability to influence senior stakeholders and operate effectively within large, complex organizations.
• International exposure and familiarity with global brands or partnership networks would be advantageous.
• Strong communication, presentation, negotiation, and stakeholder management capabilities.
• Entrepreneurial mindset with a commercially focused, hands-on leadership approach.