Job Purpose

To lead and execute the mall's overall marketing strategy by driving footfalls, increasing retailer sales, enhancing brand visibility, strengthening customer engagement, generating entertainment revenue, managing digital and PR initiatives, and ensuring optimum utilization of the annual marketing budget to position Bailey Square Mall as the preferred shopping and entertainment destination in Bihar.

Key Roles & Responsibilities

1. Events & Marketing Activations

- Develop and execute quarterly, half-yearly, and annual marketing calendars aligned with business objectives, local festivals, and regional customer preferences.
- Conceptualize and execute high-impact campaigns, exhibitions, celebrity appearances, seasonal events, family entertainment programs, and promotional activations.
- Increase mall footfalls and entertainment zone revenue through innovative customer engagement initiatives.
- Develop and manage corporate partnerships for bulk bookings, employee engagement events, school activations, and institutional tie-ups.
- Drive revenue generation through sponsorships, event partnerships, kiosk activations, and entertainment-related campaigns.

KPI

- Achievement of annual marketing calendar.
- Growth in mall footfall.
- Entertainment revenue growth.
- Corporate tie-ups executed.
- Sponsorship revenue generated.

2. Branding & Marketing Communication

- Develop integrated marketing communication strategies across ATL, BTL, Digital, and On-Ground channels.
- Plan and execute newspaper, radio, outdoor, cinema, transit, and local media campaigns.
- Ensure consistent brand communication across all customer touchpoints.
- Manage in-mall branding, signage, digital screens, and promotional creatives.
- Prepare retailer newsletters, internal communication, and employee engagement communication.

KPI

- Brand visibility score.
- Campaign reach and effectiveness.




- Communication adherence to timelines.

3. Public Relations (PR)

- Develop annual PR strategy aligned with the mall's business objectives.
- Build and maintain strong relationships with print, electronic, digital, and local media.
- Coordinate press conferences, media interactions, interviews, and promotional coverage.
- Draft and approve press releases, media notes, and corporate communications.
- Manage PR agencies and evaluate campaign performance.

KPI

- Positive media coverage.
- PR value generated.
- Number of media engagements.

4. Retailer Engagement & Business Development

- Partner with retailers to plan collaborative marketing campaigns and store promotions.
- Drive retailer participation during mall events and seasonal campaigns.
- Work closely with leasing and operations teams to improve trading density and tenant sales.
- Develop retailer marketing plans to maximize customer conversions.
- Conduct regular retailer meetings to understand business requirements and identify growth opportunities.

KPI

- Retailer participation percentage.
- Trading density improvement.
- Retailer satisfaction index.

5. Budget Planning & Marketing Strategy

- Prepare annual marketing strategy aligned with revenue and business objectives.
- Manage and monitor the annual marketing budget effectively.
- Optimize ROI across ATL, BTL, Digital, PR, CRM, and Events.
- Ensure marketing spends remain within approved budgets.
- Present periodic performance reports and marketing analytics to management.

KPI





- Budget adherence.
- Marketing ROI.
- Cost optimization.

6. Digital Marketing & Social Media

- Develop digital marketing strategies to improve online visibility and customer engagement.
- Manage agencies for social media, creative design, performance marketing, and website updates.
- Drive customer engagement through Facebook, Instagram, YouTube, Google Ads, influencer marketing, and WhatsApp campaigns.
- Promote all mall events through digital platforms.
- Monitor digital analytics and optimize campaign performance.

KPI

- Social media engagement.
- Digital campaign ROI.
- Website traffic.
- Lead generation.
- Online event participation.

7. Customer Engagement & Loyalty

- Develop customer engagement programs to increase repeat visits.
- Plan loyalty campaigns and customer retention initiatives.
- Analyze customer insights and buying behaviour for future campaigns.
- Improve customer experience through creative engagement activities.

KPI

- Loyalty member growth.
- Repeat customer percentage.
- Customer engagement score.

8. Agency & Vendor Management

- Appoint and manage creative, digital, media, event, production, and PR agencies.
- Negotiate commercial terms to maximize value.
- Ensure timely execution and quality delivery of all marketing activities.
- Monitor vendor performance and compliance.

KPI

- Vendor performance.
- Cost savings.
- Project completion within timelines.

9. Team Leadership

- Lead, mentor, and develop the marketing team.
- Allocate responsibilities and monitor team performance.
- Foster a culture of innovation, accountability, and collaboration.
- Coordinate effectively with Leasing, Operations, Facility, Security, Finance, and Retailers.

KPI

- Team productivity.
- Employee development.
- Cross-functional collaboration.

📌 Senior Marketing Manager (Patna)
🏢 Ics Realty
📍 Patna