Marketing Director

The Marketing Director, LAX leads the marketing and guest experience for LAX shops and restaurants to create and execute short- and long-term strategies that drive sales, guest experience and customer engagement. In close collaboration with the Asset team, you will strategically develop and execute marketing plans, digital initiatives, and customer experience programs including marketing campaigns, digital mobile ordering, sales promotions, public relations, retailer relations, terminal redevelopments, store openings, events, market research, social media, community outreach, and data analysis. The Marketing Director oversees the Guest Experience Manager who is responsible for elevating the overall terminal experience and championing our ambitious customer experience program.

Successful candidates will have strong and broad B2C marketing acumen and ability to develop and execute high profile marketing campaigns and projects from ideation to execution. Success in this role includes a strategic mindset, project management, and strong interpersonal, teamwork, and leadership skills to accomplish goals. We are also looking for a candidate who can successfully navigate complex organizations and process requirements to achieve maximum results.

We are looking for candidates who are passionate about marketing, digital, travel and retail industries and who are excited about the opportunity to be part of a team that is building and shaping innovation in the airport environment. This is an external-facing role interfacing with high-level stakeholders, as well as regular in-terminal engagement with our retailers, partners, and airport stakeholders – alongside collaboration with the internal team.

This role is full-time based at Los Angeles International Airport and will be on-site 5 days a week. Specific hours may be set with the local team, but individuals must be flexible to adjust hours as projects require including occasional early mornings, evenings, and weekends as needed.

Specific roles and responsibilities include, but are not limited to:

FOCUS AREAS & RESPONSIBILITIES

Strategic & Financial

• Develop and execute the annual strategic Marketing Action Plan to drive sales, elevate the customer experience and support LAX goals and KPI’s
• Lead the development of strategic marketing partnerships with Los Angeles World Airport (LAWA), airlines, retailers, partners, and key stakeholders
• Partner with stakeholders to ensure marketing campaigns and programs deploy focused retailer sales promotions and support key airport milestones (e.g., groundbreakings, store openings, special projects, redevelopments, etc.)
• Manage marketing program budgets, reforecasts, and company procurement procedures and develop marketing legal agreements
• Develop and deliver marketing presentations, recap reports and support documents regarding marketing program performance to optimize sales, retailer, and product performance
• Manage agencies, vendors, and partners to meet agreed upon goals, timelines, and budgets

Brand & PR

• Oversee brand identity including creative agencies and production resources to create highly impactful marketing campaigns and materials; Develop creative briefs and obtain appropriate approvals for all marketing creatives including assets, video, photography, signage, wayfinding, barricade graphics, in-market media buys, digital, social, email, etc.
• Manage photo and video shoots including concept, shot list, access approvals, escort crews, and manage edits to final output
• Regularly spot check overall presentation of marketing campaign, signage, QR code performance, etc. to ensure performance and quality
• Develop and manage local media relations plans for marketing campaigns, community programs, new store openings, redevelopment, and innovation initiatives in partnership with LAWA PR and agency
• Create and manage marketing calendar ensuring content and promotion is timely and to a high standard

Digital Marketing & Social

• Develop and manage a comprehensive digital marketing plan and support the development and deployment of new technology solutions in the airport
• Lead consumer and employee facing digital marketing initiatives including mobile order program, email/SMS campaigns, social media, digital promotions/incentives campaigns, and digital tools to drive awareness, online sales, and conversion
• Drives social media strategy and oversee agency to deliver digital marketing campaigns and content to LAWA that drives awareness and engagement of retailer product and services
• Partner with digital teams to optimize mobile order program and new digital services (i.e., mobile order kiosks, digital signage, etc.) including retailer training/onboarding, beta testing, and operationalizing/stabilization of new technologies

Marketing Campaigns, Events, Retailer Engagement & Community Initiatives

• Develop and launch marketing campaigns to drive retailer sales including promotions, incentives, gift with purchase, and more
• Develops live in-terminal consumer facing events, new store ribbon cuttings, arts and culture activations, in-store events and promotions, seasonal retail activations, and more to highlight retail and restaurant offering to drive sales
• Work in partnership with key clients and stakeholders to develop and submit marketing program packages for approval for deployment in-terminal
• Develop retail partner communications and meetings in partnership with operations to provide marketing updates, introduce new marketing programs and opportunities, etc.
• Partners with retailers to develop seasonal sales and promotions, special menus, and digital sales promotions designed to drive sale
• Partner with LAX asset team and Advance Network to develop and implement the community plan including identifying appropriate community partners, partnerships, and sponsorships to align with project goals and contract deliverables; Develop and coordinate community events, job fairs, outreach events, etc.
• Oversee Guest Experience Manager including customer service, mystery shopping, rewards and recognition programs and employee engagement campaigns that enhance the airport customer experience

Development Marketing

• Partner with LAX asset and business development teams to develop compelling long-term commercial strategy and vision for LAX

• Develop stakeholder materials to communicate URW’s unique differentiators at LAX to relevant local, civic, and political leaders
• Contribute innovative, data-driven marketing visions and strategies for the future at LAX, incorporating technology, AI, and more.

Market Research & Analytics

• Develop close working partnership with LAWA, airlines, and retailers to understand business needs, sales trends, and customer behaviors
• Conduct formal surveying (online and in-terminal) to formulate benchmarks, identify problem areas, and resolve customer-facing issues to support the overall mission of raising Airport Service Quality (ASQ scores)
• Research trends within the shopping, dining, airport, and travel industry, and stay on top of industry best practices, ASQ/ACI data, etc.

Competencies & Qualifications

• A bachelor’s degree or combination of education and relevant experience
• 10 years of Marketing and/or related experience
• Strong business acumen, strategic orientation, and financial management
• Strength in leadership, managing teams, and delegating
• Ability to work cross functionally both internally and externally, and manage key stakeholder relationships with diplomacy and sensitivity
• Ability to manage schedules, meet timelines, and manage budgets
• Exceptional communication skills, clear, concise, and professional
• Self-starter, enthusiastic, creative, problem solver, and results-oriented
• Strong analytical capability, ability to read and interpret data
• Understanding and ability to apply best practice marketing/retail trends and marketing communication principles
• Retail, transit, airport, or shopping center industry experience preferred
• Proficient on Microsoft Office platform and Adobe Suite
• Ability to obtain airport security badge, including background check and fingerprinting for in-terminal access
• Must be flexible to work at events which may include early mornings, nights, and weekends

Compensation

• Exempt position
• Compensation $110k-140k 15% Discretionary Annual Bonus

Primary Location

This position is based in-person at Los Angeles International Airport and is on-site 5 days a week

Reports to

Vice President, Marketing with dotted line to Vice President, LAX

What is important to us

Unibail-Rodamco-Westfield (URW) is driven by an entrepreneurial foundation of talented and ambitious employees who embrace change, strive for innovation, and know when to venture into uncharted terrain. Teams within URW are collaborative and thrive by working together to seize opportunity and solve challenges. Employees receive mentorship and guidance while being empowered to drive their initiatives, embracing their individuality and unique backgrounds. URW‘s flagship destinations are interwoven into the community fabric, and we give employees the power to be impactful in their work and lead meaningful change in our communities through volunteering, DE&I programming and leading ESG efforts. URW is an innovator and trend setter in experiential entertainment and is making bold moves to be a brand that creates inspiring consumer experiences in-person and digitally. Breaking beyond conventional beliefs, URW is surprising and delighting customers by reinventing being together and creating memorable moments.

Our company purpose – to Reinvent Being Together – is about reimagining how individuals and communities come together, socialize, and enjoy dynamic experiences alongside one another in entirely new ways. We are at our best when we are TOGETHER safely and joyfully.

Unibail-Rodamco-Westfield is an equal opportunity employer that embraces diversity of backgrounds, perspectives, experience, and skills. We believe that diversity plays an important part in the success of our business, and we are committed to creating an environment which respects, values, celebrates and makes the most of people’s differences.

We evaluate qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, and other legally protected characteristics.

Join us in Creating Sustainable Places That Reinvent Being Together!