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Director, Marketing

Director, Marketing

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Empire Outlets is a category-defining retail destination and New York City's first and only shopping outlet. It will be the retail centerpiece of New York City's newest entertainment district of Staten Island's waterfront. The world-class shopping destination is located at the base of the Staten Island Ferry Terminal, a 20-minute free ferry ride from Manhattan. It will host approximately 100 shops of the finest brands, an extensive array of waterfront food and beverage concepts and a 190-room boutique hotel with rooftop lounge offering unparalleled views of New York City. Empire Outlets grand opening is set for 2018.


Serve as Empire Outlet’s primary brand ambassador and chief marketing strategist. Develop annual marketing business plan and budget for presentation to and approval by Ownership; refine and update plans throughout the year as required. Provide strategic planning and direct oversight of plan execution for event activation, merchant relations, sponsorship initiatives, social media campaigns, community relations, tourism outreach and B:B marketing for leasing tactics.  Develop and manage the experiential marketing program to build brand recognition, obtain consumer engagement and drive traffic, ultimately achieving the center’s goal of providing New York’s most unique shopping and dining destination. Develop and implement a strategic marketing and communications plan to engage and attract consumers, including primary and secondary market residents and domestic and international tourists. Support leasing efforts as needed with marketing for leasing branded collateral.  Provide support for leasing team in preparation for key industry trade shows and on-site events and project tours. ob responsibilities also include budgeting, financial reporting, monthly reporting, daily tenant communications and relations, ascertaining area market research and trends, media buying and on-going analysis of existing consumer campaigns and event programming results.

Must demonstrate the ability to take on additional duties as needed, and manage time effectively.


  • Develop and execute approved annual marketing plan designed to achieve the project’s goals and objectives.
  • Prepare and track the annual marketing budget, including quarterly reforecasts, and allocation and collection of retailer promotional/media funds.
  • Financial reporting.
  • Analysis of sales and statistical data; review monthly sales reports to ensure a thorough knowledge of retailer sales; track key retailer and category trends.
  • Develop and implement sponsorship opportunities to generate alternative revenue for the property
  • Serve as brand ambassador, generate engaging events and onsite activation to drive traffic, create excitement and evolve the Empire Outlets brand
  • Coordinate Destination St. George tourism efforts on behalf of Empire Outlets with various Destination, City and tourism strategic partners.
  • Develop, plan and implement a robust event calendar; event responsibilities include communication and negotiations with event participants, developing contracts, facilitating event implementation, on-site supervision of center events and post-event merchant/consumer evaluation for analysis and reporting purposes.
  • Develop and maintain custom marketing collateral designed to achieve brand vision and marketing objectives.
  • Maintain in-center printed and digital collateral to execute consistent brand messaging.
  • Develop channel specific programs designed to ensure consistent brand messaging (digital and social media, website and email marketing, public relations and tenant communications).
  • Plan and execute community, merchant, staff and Ownership meetings as necessary.
  • Actively engage in the local commercial real estate community, including awareness and analysis of all competitive properties, local area shopping and dining developments, consumer demographics shifts/evolutions and tourism trends.
  • Serve as a resource to leasing team; assist with execution of broker events, custom pitch packages and preparation for key industry trade shows.
  • Support leasing efforts to engage in local trade organizations (ICSC, ULI, Chambers of Commerce), prepare necessary collateral and explore thought leadership engagement opportunities.

The above listing represents the general duties considered essential functions of the job and is not to be considered a detailed description of all the work requirements that may be inherent in the position.


  • High-energy, highly motivated self-starter; willing to provide measurable impact within a dynamic team environment.
  • Conceptual and strategic, confident and decisive.
  • Brand ambassador experience, willing to be passionate and highly collaborative.
  • Proven results in executing social and digital media campaigns as well as delivering out-of-the-box ideas to position a brand for success.
  • Measurable experience in cultivating sponsorships and alternative revenue.
  • Excellent verbal and written communication skills; proven experience maintaining the consistency and expression of brand voice.
  • Excellent organizational skills.
  • Meticulous attention to details and accuracy.
  • Ability to multi-task on various projects.


 Education and/or Experience:

  • Bachelor’s Degree (B.A) required; preferably in Marketing/Communications or Business Administration.
  • Minimum ten-years’ experience within the fashion retail outlet shopping center industry, with demonstrated experiential Marketing, B:C Promotions, Field Marketing and  Brand Ambassador Management.
  • Experience with retail center tourism marketing.
  • Experience with strategic planning, budget development and management, large-scale event execution and sponsorship cultivation.



Physical Demands:

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.  Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

  • Sitting: 35%
  • Standing: 30%
  • Walking: 35%
  • Lifting: up to 25lbs.