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Job profile
Retail Brand & Marketing Manager
Job family:
Business Support
Job level:
Manager/Professional
Term of appointment:
Permanent
Location:
New Burlington Place
Accountable to:
Head of Brand & Marketing
Responsible to:
Director of Regional Retail/Head of Retail Property
Management/Portfolio Manager
None
Staff directly managed by job holder:
Internal contacts:
Senior leadership team, asset team, Corporate Affairs,
wider Crown Estate departments
External contacts:
Communications, design and digital agencies,
Managing agents, customers, other general suppliers
and the general public.
Overview
With 14 retail parks, 3 shopping centres and 2 leisure destinations, The Crown Estate’s Regional Retail team
manages a portfolio of high profile retail and leisure schemes across the country. We build close partnerships
with retailers and stakeholders that enable us to create better shopping experiences, more profitable trading
environments and sustainable growth for The Crown Estate and our retailers.
Valued at over £2bn, the portfolio is a major focus of The Crown Estate’s investment strategy and it is an area of
significant expansion. We are therefore seeking a Brand & Marketing Manager who can deliver creative and
well-executed year-round marketing campaigns that drive footfall and sales, and which position the portfolio
and management team as best in class. This is an opportunity for the appointed candidate to establish
themselves at the forefront of The Crown Estate’s business growth agenda and to help shape and evolve a
brand that is newly established within the industry.
Job objective(s):
Business to consumer
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To work alongside members of the Regional Retail team to deliver a proactive consumer marketing
strategy to support the commercial objectives of the portfolio.
To drive awareness of and footfall to each of the sites.
To lead management of the consumer agency and ensure a close working relationship with
B2B/stakeholder agency.
To work closely with centre management teams and their respective marketing agencies/in house
resource.
Lead on the delivery of bespoke strategies for each of the regional retail parks.
Drive efficiencies, ensure consistency and oversee marketing output from centre-led marketing teams
channelled through our Managing Agents.
Job profile
Retail Brand & Marketing Manager
Business to business
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Leading role in evolving the ‘Lifestyle Retail’ brand look and feel to repositioning across the sector,
including through development of digital content.
Delivery of portfolio-wide initiatives including events, retailer liaison and supporting the public affairs
team with organisation of stakeholder engagement events.
Project managing creation of a new digital channel to position The Crown Estate’s Lifestyle Retail
portfolio.
Assist in the delivery of B2B marketing materials and portfolio collateral.
Develop key customer relationships with respective marketing contacts in the sector to further raise the
profile of the Lifestyle Retail brand.
Authorities:
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Operate within the framework of authority agreed by the Head of Brand & Marketing.
To have control of the marketing budget and to report against this internally.
Specific job objectives:
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Work closely with the Head of Brand & Marketing and the Portfolio team to develop and execute the
consumer marketing strategy, working with suppliers and partners as appropriate to ensure this strategy
is delivered.
To be accountable for the development and delivery of the B2C strategy including:
o Large-scale B2C destination marketing activities, aligned to asset level business plans, and led by
insight from consumer research.
o Overseeing management of consumer events, which may include elements of stakeholder
engagement.
o Delivery of associated marketing and collateral materials.
o Evaluation/monitoring of success with suggestions for improvement.
o New Retail Park launches, including event logistics elements of community and stakeholder
engagement.
o Lead on the management of creative and PR agencies and ensure performance is measured
against set KPIs.
o Control and management of the regional marketing budget (circa £1m).
o Digital communications, including website and social media management.
o Work closely with the Managing Agent to ensure seamless integration of B2C comms and site
management.
o Oversee Managing Agents to ensure there is a consistent approach to the marketing and PR of
centre - led managed schemes, ensuring ROI is measured against set KPIs.
o Management of periodic seasonal activity including Christmas decorations.
o Lead on co-ordination of portfolio & asset level industry awards on marketing.
o Oversee portfolio and asset level PR with managing agents and asset management team.
To lead on development of a Portfolio-wide B2B strategy including:
o Positioning of The Crown Estate/Lifestyle Retail within the industry from a brand perspective.
o Work with Corporate Affairs to secure speaking opportunities for the asset team. Raise profile of
the leadership team.
o Support for the business’s attendance at key conferences such as Completely Retail.
o Develop digital channels (including TCE corporate website) and ensure content remains up to
date, working with the corporate affairs team to ensure consistency of message.
o Lead on events (e.g. Completely Retail) and portfolio-specific award entries.
Job profile
Retail Brand & Marketing Manager
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Develop key Customer (e.g. tenant) relationships with key marketing personnel in the sector
Assist the asset team with the delivery of marketing materials (including Lifestyle Retail booklet
& Completely Retail website & asset level brochures).
Work with appropriate partners both internally and externally to deliver the strategy and activity
programme (on time and on budget).
To keep the Head of Brand & Marketing/Corporate Affairs team informed of any major activity being
undertaken which could affect the reputation of the business.
Develop the Portfolio’s social media presence and ensure it is consistent with the overall corporate
digital strategy.
Develop, produce and distribute all publicity material required.
Work with Internal Communications and the Brand & Marketing team to ensure that all key messages
are communicated effectively (and remain up to date) through the intranet (i-site) and via the corporate
website.
Ensure that all consumer marketing is in line with the overarching corporate identity.
Ensure that all publications and marketing activity are consistent with, and reinforce, the brand, its vision
and values. Work across teams within the business and with B2B/B2C agencies to ensure consistency of
message.
Establish ways to monitor and measure the effectiveness of the marketing plan and individual
campaigns.
Authorities
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To operate within the framework of authority agreed by the Head of Brand & Marketing.
To requisition and authorise payments up to delegated financial limits.
To manage the marketing communications budget effectively.
Management responsibilities:
 To understand The Crown Estate’s business and support corporate objectives and decisions.
 To make sound, clear decisions that are well thought out and in line with its core values.
 To understand and follow our employment policies to ensure we manage risk effectively and comply
with relevant employment and health and safety legislation
 To reinforce the standards of conduct and behaviour expected of all staff within The Crown Estate.
CORPORATE RESPONSIBILITIES
Strategy
To raise awareness of The Crown Estate and our activities, policies and interests. To work to establish the
organisation as a trusted advisor and retail sector leader.
Policy
To work within The Crown Estate’s policy framework and to make recommendations for improvement to ensure
that The Crown Estate complies with good practice and maintains its prestigious reputation.
Public Relations
Positively represent The Crown Estate at all external meetings and present a positive attitude when dealing with
members of the public.
Job profile
Retail Brand & Marketing Manager
Self-management
To develop, to the fullest degree the personal skills which will contribute to effective team working within The
Crown Estate; and to take personal responsibility, with the support of the line manager, for own training and
development needs, so as to meet fully the business objectives of The Crown Estate and own potential.
Equal Treatment and Diversity:
The Crown Estate recognises the valuable contribution which is gained by employing a diverse workforce. As an
employee of The Crown Estate you are expected to promote the value of diversity and can expect that in all
aspects of your employment, you will be treated on an equal basis regardless your gender, race, nationality,
religion, disability, marital status, age or sexual preference. You should also expect to receive equal treatment in
our business relationships with the stakeholders.
Health and Safety
As an employee of The Crown Estate the job holder has specific responsibilities for the health and safety of
themselves, their colleagues, contractors, visitors and members of the public. These responsibilities are set out
in detail in the policy statement in the ‘Management of Health and Safety at Work’.
Quality
To participate in The Crown Estate’s programme of Investors in People and to contribute towards achieving
other quality assurance accreditation programmes initiated by The Crown Estate.
General
Because of the evolving nature of our business requirements, this job profile is a general outline of the type of
key tasks the job holder will be asked to undertake in their role. It will be revised regularly in consultation with
the post-holder, as part of The Crown Estate’s performance management arrangements.
PERSON SPECIFICATION
Part One – Knowledge and experience
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Solid relevant and proven experience of marketing in a complex retail environment across multiple
centres.
Strong experience of working in an out of town/shopping centre environment is desirable.
Knowledge of key retail trends.
Knowledge of different media channels both above and below the lines.
Demonstrable knowledge of digital and social media.
Good writing skills are essential. The person should be able to identify key points in any issue and
translate these into messages for target audiences, writing for a variety of consumer media including
publications and electronic media.
Able to deliver diverse programmes for a variety of senior business leaders.
Experience in managing stakeholder engagement activities/events.
A capability of setting and managing budgets effectively.
Experience of undertaking metrics/evaluation of activities and identifying subsequent improvements.
Competent user of Microsoft Office and databases.
Experience of working within an organisation owning property would be useful.
Personal style, behaviours and attributes needed to undertake the post
Job profile
Retail Brand & Marketing Manager
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Able to deal with people at all levels internally and externally in a confident and engaging manner.
Experience of being a strong team player happy to work closely with fellow colleagues and PR
consultants, but must also be prepared to take on a high level of individual responsibility.
An appreciation of the possible consequences of a decision along with a willingness to consult with
others accordingly in terms of the wider business implications and context.
Able to meet tight deadlines, which are a frequent and necessary part of our work.
Able to work under pressure and must be able to manage their time effectively to meet important
deadlines, including working irregular hours.
Good interpersonal skills which encourages the team to work together and take personal responsibility
for delivery.
To be service-oriented and demonstrate a customer focus both with regard to the internal and external
customers.
Numerate and competent in the use of information and communication technology.
Flexible and collaborative approach required to do whatever is needed to get the job done.
Appreciation of diplomacy and confidentiality in all The Crown Estate activities.
An attention to detail is essential.
August 2016