Job Abstract

The Vice President of Retailer Marketing, Content & Communications reports directly to the Senior Vice President of Marketing and is responsible for the creation and oversight of a comprehensive B2B marketing strategy that effectively and efficiently expands our market presence, attracts and engages best-fit retailers, and oversees an ongoing retailer relations practice to maximize revenue and long-term value across stakeholders. This position will also own the oversight and ongoing refinement of Irvine Company Retail Properties (ICRP) content & communications standards across audiences, serving as the central point of vision and decision-making around the brand’s overall content strategy and communication’s efforts. This individual plays a critical role in shaping the organization's identity, messaging, and storytelling across various platforms.

B2B Marketing:

• Comprehensive B2B Marketing Strategy: Develop and manage a comprehensive B2B marketing strategy aimed at increasing the lifetime value of retail partners and enhancing the retail experience across ICRP's portfolio of centers.
• Cross-Functional Collaboration: Partner with Leasing, Design, Development, Operations, Construction Services, and Strategic Planning & Analysis teams to establish a compelling story that differentiates ICRP and presents its brand in a first-class manner.
• Strategic Positioning and Brand Awareness: Lead the strategic positioning of ICRP within the retail industry, building brand awareness, and communicating the unique value proposition to key stakeholders including retailers, brokers, brands, and community leaders.
• Marketing Plans and Lead Generation: Develop marketing plans to increase brand visibility, generate leads, and drive retailer engagement through targeted digital campaigns, content marketing, and strategic partnerships.
• Value-Add Insights and Content Creation: Create value-add insights and experiences to support lead nurturing, including compelling content tailored to B2B audiences such as data & insights, whitepapers, case studies, and thought leadership articles.
• Merchandising Strategy Support: Support the development of Retail’s merchandising strategies and plans for each center to elevate the retailer mix, customer experience, and overall appeal.
• Tenant/Brand Partner Pitch Modernization: Partner with Leasing to modernize the tenant/brand partner ‘pitch’ toolkit by delivering effective tools, materials, and training to enable leasing and partnership marketing efforts.
• Retailer Engagement Events: Develop and deliver retailer events such as at ICSC, broker celebrations, retailer summits, or thought leadership forums for both current and future partners. 
• LinkedIn Engagement Strategy: Lead ICRP’s LinkedIn strategy to increase engagement with target audiences including retailers, division employees, marketing partners, industry professionals, and community leaders. 
• Foster Strategic Relationships: Cultivate relationships with merchants, brands, other IC divisions, key industry stakeholders, and influencers to stay abreast of industry trends and opportunities, enhance collaboration, and drive mutual benefit.
• Retail Partner Success: Guide retail partners to optimize their journey with ICRP by developing tailored marketing solutions and value-add programs to maximize their success and lifetime value with the organization.
• Retailer Advocacy Strategy: Develop an approach for harnessing retailer success stories and enabling retail partners to advocate for ICRP.
• Budget Management: Develop and manage the B2B marketing budget, ensuring optimal allocation of resources to maximize ROI and achieve business objectives. 
• KPI Reporting: Deliver an approach for KPI reporting, identifying key success metrics, and tracking the performance of B2B marketing efforts over time.

Content & Communications:

• Strategic Marketing Support: Assist SVP with Strategic Marketing including the development and management of local and regional market strategies to accomplish corporate, regional, and local marketing goals.
• Strategic Communications Management: Develop and implement external communication strategies to effectively engage B2B and B2C audiences and drive business objectives.
• Public Relations Management: In close collaboration with Corporate Communications, evaluate short and long-term PR goals for B2B & B2C audiences. Partner with the PR agency to execute a comprehensive earned media strategy. Manage relationships with media outlets, industry influencers, and key stakeholders to enhance the organization's reputation and visibility.

Education & Experience: 

• Bachelor's degree required; advanced degree preferred.
• Extensive expertise in experiential retail or mixed-use real estate, preferably at organizations similar or larger in scale to Irvine Company.
• Experience in digital marketing, content creation, and social media strategy to enhance brand visibility and engagement.

Other: 

• Strategic Leadership: Demonstrated ability to set compelling visions, strategies, and roadmaps for retail destinations, driving transformative initiatives that elevate the customer experience and maximize business outcomes.
• Deep Understanding of Retail: Possess a profound understanding of retail shopping dynamics and consumer behavior, with expertise in retail marketing, channel strategy, performance measurement, and ongoing optimization based on results.
• Leadership and Collaboration: Strong leadership skills with a collaborative mindset, capable of fostering teamwork and driving results through cross-functional collaboration.
• B2B Marketing Proficiency: Proven experience in B2B marketing within the retail or real estate industry, including cultivating partnerships and driving business growth.
• Design-Oriented Background: Preference for candidates with experience in design-oriented businesses, possessing high standards for creative excellence and design aesthetic.
• Innovative Mindset: Bring a balance of disruptive retail innovations and pragmatism to drive transformation and deliver high-value customer outcomes.
• Tenant Mix Optimization: Ability to identify the optimal tenant mix for each open-air retail center, maximizing its unique value proposition and ensuring an exceptional customer experience.
• Excellent Communication: Outstanding communication skills, adept at crafting compelling narratives and engaging with diverse stakeholders.
• Analytical Proficiency: Analytical mindset with proficiency in data analysis and performance tracking to drive informed decision-making.
• Creative Thinker: Innate creativity with a passion for innovation and continuous improvement, capable of driving innovative marketing strategies.
• Project Management Skills: Demonstrated ability to manage multiple projects and priorities effectively in a fast-paced environment, delivering results on time and within budget.