What is your role?
I am the Marketing Manager for The Myer Centre Adelaide. I provide an integrated and strategic approach to the Myer Centre’s marketing to drive customer traffic and sales for the retailers within the shopping centre. This includes being responsible for all customer facing communication channels in the local market and rolling out targeted promotions to drive sales for key categories. Eg, fashion.
What would your average working day look like?
7am, alarm goes off, hit snooze. Sometime between 7am – 8.30am work out what to wear with the added challenge these days of a) styling a fashionable outfit and b) what will work cycling to work without requiring a drastic wardrobe change. 8.30am cycle to work and park bicycle in the Myer Centre’s Pedal, Prep and Go storage room. 9am, coffee time! I always start my day with a quality coffee. 9.30am, attend to emails, review overnight communications on the centre’s social channels and review the day’s schedule.10am management team meeting communicating workflow of other departments amongst team heads. 10.30am on site meeting with event suppliers – stylist, audio visual technician and equipment hire specialist to discuss logistical requirements for upcoming fashion parade. 12pm work in progress meeting with Visual Merchandiser/Social Media coordinator, going over strategy for digital content creation and briefing in centre presentation projects. 1pm (if schedule permits) head to the gym for a quick lunchtime workout. 2pm conference call with creative agencies (media buyer, advertising agency, PR agency) directing a briefing on upcoming targeted promotions. 2.30pm following up on conference call with submission of briefing documents with action deadlines and budget allocations. 3pm catch up on emails and reading of industry trends / case studies / news. 3.30pm analyse results from previous targeted promotion / last month / last period and prepare post campaign debrief reports and presentations. 5pm prepare briefing memo and distribute to centre retailers on an upcoming promotional opportunity relevant to their business. 6pm head off to the Nike Run Club before cycling home or cycle home and head to a Bikram Yoga class to switch off and sweat out the day. Once home find something to eat. 10pm check activity on the centre’s social channels before catching up on reading and heading to bed.
How did you get to your position of being a Marketing Manager?
I started my career working in real estate in a marketing support function. I realized it was the marketing aspect of the industry that really interested me and began to research how to progress with a career in Marketing. I completed a Bachelor of Management (Marketing) while working part time in the real estate industry continuously. This was invaluable as by the time I graduated from my degree I had six years marketing experience behind me. I then moved on to a marketing assistant role on a large residential land release. An opportunity came up with a maternity leave contract as Marketing Manager at Harbour Town (a brand direct outlet shopping centre) and this was my stepping stone into the retail / shopping centre industry. I have since honed my experiences within the industry with marketing roles for Westfield and now in my current role as Marketing Manager for the Myer Centre Adelaide.
Have you always wanted to work in the Marketing area?
Yes, consumer behaviour theories fascinate me as well as blending a love of visual communication and creativity with numbers and statistics. Marketing is a social science.
What do you love about your role?
I love that no two days are the same. The marketing of a physical location which is a busy, public place results in working amongst a dynamic environment with many, many stakeholders.
In your current role, what has been your biggest achievement?
I’m pleased to have rolled out a rebranding project and multiple launch projects with the centre as well as receiving industry recognition awards for several tactical promotions.
Over your career, what has been your ‘love this’ moment?
I love that a career in retail marketing enables you to work in a sphere with very talented and creative people. The styling advice and exposure to a myriad of fashion can be a girl’s dream!
Any advice for anyone aspiring to work in the Marketing / Fashion industry?
Never lose sight of return on investment and always focus on surprising and delighting the customer.