Senior Executive, Brand & Content at MyTOWN Shopping Centre

Job description

PURPOSE OF THE FUNCTION To drive sustainable commercial growth and strengthen destination positioning through integrated, data-driven marketing strategies that enhance brand equity, elevate customer experience, and support long-term tenant success. Through integrated marketing communications, events, partnerships, and customer‑centric insights, the Marketing team strengthens the Centre’s position as a preferred Meeting Place while contributing to sustainable traffic growth, customer loyalty, and positive brand perception aligned with our values. JOB DESCRIPTION Responsible Integrated Campaign Conceptualisation: Develops integrated campaign concepts and communication angles aligned with marketing calendar to drive MyTOWN’s visibility and shopper footfall Content Strategy and Copywriting: Creates and manages campaign messaging and content plans across all platforms, channels, and customer touchpoints Brand Stewardship and Communications: Ensures consistency in MyTOWN’s brand tonality and narrative, supporting the division lead with crisis communication content preparation Project Coordination: Coordinates content alignment for all thematic campaigns, events and initiatives within the wider Marketing team, preparing project briefs for graphic designers and manages external agencies and other related vendors Paid Media Strategy and Performance Marketing: Works with external agency to develop media plans, audience targeting and ad budget optimisation methods, leveraging paid media to support visitation, event attendance, CRM member acquisition and mobile app usage Reporting and Performance Analytics: Conducts post-campaign reviews, evaluating performance and optimisation for future campaigns while ensuring data integrity - delivering accurate and actionable reports that supports business decisions Cross-functional Collaboration within the wider Marketing team and with other departments to ensure campaign operational efficiency Accountable Brand Visibility and Talkability: Accountable for MyTOWN’s social media platforms growth, engagement, share of voice and overall brand perception Content Messaging and Effectiveness: Accountable for ensuring campaign messaging, content strategy, and storytelling drive intended engagement and communication outcomes Paid Media Performance: Accountable for the coordination, optimisation, and performance of paid media campaigns against agreed KPIs and budgets Campaign Reporting & Insights - Accountable for post-campaign analysis, performance reporting, and recommending improvements to future campaigns Contribute Market Intelligence: Monitor market trends, competitors, customer insights, and campaign performance; translate insights into strategy, action plans, and optimisation Best Practices: Share marketing best practices, customer insights, and innovative working methods across the portfolio IKEA Partnership: Collaborate with IKEA stakeholders strengthen customer engagement and destination positioning Experience : Minimum 4 years of marketing experience Marketing Mix : Strong understanding of customer experience, digital and experiential marketing Data and Insights : Knowledgeable on the relationship between shopper insights and business performance Retail and Shopper Landscape : Knowledgeable in retail dynamics and shopper behaviour trends Project Management : High expertise in campaign and project management including crisis and conflict management Language : Fluent in English and Bahasa Malaysia with strong verbal, written, presentation, and public speaking skills, knowledge of other languages is an added advantage Education : Minimum Bachelor’s Degree in Marketing, Business, Advertising, PR, Communications, or related disciplines Motivation Creativity: Passionate about storytelling, creative innovation, and building world-class retail experiences Customer-centric: Strong drive to exceed visitor expectations and deliver exceptional value Continuous Improvement: Energized to challenge common ways of thinking as mean to innovate and improve Impact: Motivated by seeing the direct impact of marketing efforts on business growth and community engagement Campaigns: Strong drive to develop impactful and commercially effective marketing campaigns Capability Teamwork & Togetherness: Collaborate with colleagues, across departments and functions. Contribute to a positive and inclusive climate. Recognise the value of people with different skills, cultures, and backgrounds. Support and help colleagues when necessary by extending helps on knowledge and execution of events planning and management Passion & Commitment: Enthusiastic and result-driven, one who has a give-their-best attitude. Focus on what adds value for the customers. Follow through on commitments. Adapt to a changing environment and resourceful to work within short timeline. Common Sense & Simplicity: Curious to learn and try new things and inspires other to do the same. Communicate clearly and effectively. Take responsibility to understand expectations and goals for my role. Take responsibility to understand the direction of my organisation and contributes ideas that makes sense. Daring to be Different: Thinks out-of-the-box. Challenge existing ways of doing things. Take responsibility to contribute to marketing objectives and business goals. Take initiatives and try new ideas without fear to failure. Use mistakes as opportunities for development and improvement. Integrity: Accountable and honest. Open to giving and receiving feedback. Establish trustful relationships. and abide to SOP’s. Leadership by Example: Show MyTOWNKL values through behaviours and actions. Open, straightforward, and reliable with others. Handle challenging situations and make decisions using MyTOWNKL values for guidance. Take responsibility for own actions and mistakes. MyTOWN Shopping Centre is a super-regional shopping centre for friends and family on the fringes of the Central Business District of Kuala Lumpur. The shopping centre is a one-stop destination for shopping, dining and entertainment with more than 400 stores. Anchored by IKEA, MyTOWN Shopping Centre is set to deliver a fantastic customer experience with a vibrant mix of retailers. MyTOWN Shopping Centre is developed jointly by Boustead Holdings Berhad and Ikano Pte. Ltd. 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