The role:
So, what will you be doing in this role? Well, our client likened it to being the marketing equivalent of the conductor to an orchestra – knowing who to bring in and when, briefing what you want to happen but also understanding how to appeal to the audience, so being prepared to move away from what’s on the musical score. You will be responsible for localising a national strategy to, using ‘brand’, ‘digital’ and ‘place’ as the core pillars to set them apart from traditional shopping centre models, fulfilling placemaking ambitions, generating brilliant stories that ignite social platforms but always focussing on footfall, and not being afraid to be different. You will work actively with cultural, community and commercial partners and being ultimately responsible for delivering a calendar of local events and campaigns, along with supporting comms and income strategies- you’ll be working collaboratively with internal commercial teams, external partners and a number of agencies.
Core responsibilities? Well, given this is a pretty autonomous role, there’s quite a bit, so here’s a quick overview:
1. Own local marketing & placemaking strategy – deliver annual plans, campaigns and events that drive footfall, ROI and a strong centre brand, aligned to central strategy.
2. Deliver high-impact events & experiences – create a year-round calendar of destination experiences that support fame, fortune, fans and footfall.
3. Maximise value & income – secure partnerships, sponsorship and commercial opportunities to offset costs and increase ROI.
4. Manage budgets & performance – own local marketing and events budgets, forecasting, reporting and agency spend to maximise returns.
5. Lead content, media & communications – oversee content, influencer, media and all customer-facing comms across digital and physical channels.
6. Collaborate with occupiers & internal teams – ensure tenants are engaged, informed and supported, sharing plans and managing marketing requests.
7. Maintain high standards & compliance – work closely with operations to ensure safe, well-delivered activity that meets all operational and H&S requirements.
What we’re looking for:
To be considered for this role it’s likely that you’ll be working at SAM or AD level within an agency environment- this could be Social, PR or Integrated as long as you understand how everything fits together and you’re able to brief what you need for the agency to implement. You could already be working within a placemaking environment in a marketing capacity, but you’ll be used to managing budgets and localising a national strategy. There won’t be any direct line reports, but you will be liaising regularly with counterparts at other destinations, internal commercial teams and also a representative from the social media agency is in the office multiple times per week. You’ll understand how to mix digital channels, particularly social media with real-life, ensuring footfall not just clicks or likes, and you’ll understand popular culture as much as the culture of Birmingham.
You must be confident and articulate, capable of presenting to a variety of stakeholders and you’ll be both analytical and creative with the proven ability to harness insights and drive creative performance and audience growth. You’ll be able to drive momentum.
What’s on Offer?
Salary for the role is between £50-60k dependant on experience, plus there is free parking in the city centre. Officially, this is a 5 days in the office role – however, most people in similar roles do have one day working from home. Above all else though, this is just a thoroughly exciting busy role at the heart of everything that is Birmingham.