Head of Event & PR

Industry: Property Development 

Job Summary

To lead the planning, development, and execution of all events, public relations, corporate communications, and community engagement initiatives across the Group Malls. The Head of Event & PR is responsible for strengthening brand reputation, increasing mall footfall, enhancing stakeholder relationships, generating positive media exposure, and delivering impactful events that support business objectives and tenant success.

Main Responsibilities

Strategic Leadership

• Strategy Formulation: Develop and implement the annual Event and PR strategy aligned with the Group Malls' business objectives.
• Culture & Performance: Lead the Event and PR Department and foster a high-performance, collaborative, and customer-centric culture.
• Governance: Establish departmental KPIs, budgets, policies, and procedures to ensure operational excellence.
• Market Intelligence: Monitor industry trends, consumer behavior, and competitor activities to identify opportunities and innovative event concepts.
• Executive Advisory: Provide strategic advice to senior management on public relations, brand positioning, reputation management, and stakeholder engagement.

Event Management

• Calendar Management: Develop and execute annual event calendars for all Group Malls.
• Campaign Execution: Conceptualize, plan, and deliver mall-wide events, seasonal campaigns, festivals, exhibitions, product launches, community activities, and entertainment programs.
• Commercials & Procurement: Lead event budgeting, procurement, vendor management, sponsorship acquisition, and contract negotiations.
• Operational Delivery: Ensure events are delivered on time, within budget, and meet defined business objectives.
• Cross-Functional Alignment: Coordinate with leasing, operations, security, engineering, and tenant teams to ensure smooth event execution.
• Performance Metrics: Measure and evaluate event performance through attendance, footfall, sales uplift, customer engagement, media exposure, and ROI analysis.
• Strategic Partnerships: Identify partnerships with brands, sponsors, associations, government agencies, schools, and communities to enrich event offerings.

Public Relations & Communications

• PR Strategies: Develop and execute comprehensive PR strategies to enhance brand reputation and visibility.
• Media & Key Stakeholders: Build and maintain strong relationships with media organizations, journalists, influencers, bloggers, and industry stakeholders.
• Content Generation: Oversee the preparation and distribution of press releases, media kits, speeches, statements, and corporate communications.
• Media Relations: Lead media activities including press conferences, media briefings, interviews, and media events.
• Crisis Management: Manage crisis communication and reputation management strategies when required.
• Brand Integrity: Ensure consistent messaging and brand representation across all communication channels.
• Sentiment Tracking: Monitor media coverage and provide regular reports on PR effectiveness and brand sentiment.

Stakeholder & Tenant Engagement

• B2B Enablement: Build positive relationships with tenants and support their marketing and promotional activities.
• Co-Marketing Initiatives: Collaborate with tenants to develop joint campaigns, events, and customer engagement initiatives.
• Communication Forums: Organize tenant meetings, networking sessions, appreciation programs, and communication forums.
• Tenant Retention: Support tenant retention efforts through partnership programs and promotional opportunities.
• Community Outreach: Foster strong relationships with local communities, government authorities, NGOs, and business associations.

Digital & Social Media Collaboration

• Omnichannel Integration: Work closely with the Marketing, Branding, and Digital teams to amplify events and PR campaigns across multiple channels.
• Influencer Marketing: Oversee influencer engagement and public-facing communication initiatives.
• Content Synergies: Ensure strong integration between events, digital marketing, social media, influencers, and content marketing strategies.
• Campaign Tracking: Monitor campaign performance and recommend improvements to maximize audience reach and engagement.

Budget & Resource Management

• Financial Planning: Develop and manage annual Event and PR budgets.
• ROI Optimization: Ensure effective allocation and utilization of resources to maximize return on investment.
• Cost Controls: Control event and PR expenditures while maintaining quality standards.
• Commercial Negotiations: Negotiate favorable terms with agencies, media, suppliers, and event partners.

People Management

• Team Development: Lead, mentor, and develop the Event & PR team.
• Performance Management: Establish performance goals and conduct regular performance reviews.
• Capability Building: Identify learning and development opportunities to strengthen departmental capabilities.
• HR Partnership: Collaborate with HR on recruitment, succession planning, talent development, and retention initiatives.

Reporting & Analysis

• Executive Summaries: Prepare monthly, quarterly, and annual reports on event performance and PR outcomes.
• KPI Dashboard: Track key performance indicators including:
  • Footfall growth
  • Media coverage
  • Brand awareness
  • Customer engagement
  • Tenant participation
  • Sponsorship revenue
  • Event ROI
• Insights Extraction: Present insights and recommendations to senior management.

Other Responsibilities

• Support corporate branding and CSR initiatives.
• Participate in cross-functional projects and business initiatives.
• Perform other duties and special assignments as delegated by management.

Main Requirements

• Education: A bachelor's degree in marketing, business, or a related field; an MBA is preferred.
• Professional Experience: 5+ years of experience in a marketing leadership role, preferably within the Retail or Shopping Mall industry.
• Campaign Track Record: Proven experience in developing and executing successful marketing strategies, high-volume footfall campaigns, and strategic PR events.
• Leadership Capability: Strong leadership and team management skills, with the ability to motivate and inspire a diverse team.
• Communication Skills: Excellent verbal and written communication skills, with the ability to present ideas clearly and persuasively to C-level stakeholders.
• MarTech Literacy: Proficiency in digital marketing tools, analytics platforms, and CRM software.
• Analytical Mindset: Strong analytical skills, with a heavy emphasis on data-driven decision-making and ROI reporting.
• Adaptability: Ability to thrive in a fast-paced and dynamic environment while successfully managing multiple complex projects simultaneously.