Mall Manager - Operations & Brand Marketing

Job Description: Mall Manager, Operations and Brand Marketing (French-Speaking)

Languages required: French (fluent, written and spoken); English (working proficiency)

Role Overview:

You will run our privately owned shopping mall in Pointe Noire end to end and build its brand.

The role combines two jobs: operating the property (tenants, facilities, finances, team) and driving the mall's marketing, from brand positioning to above-the-line (ATL) and below-the-line (BTL) campaigns. Your goal is a mall that is well run, fully let, and the preferred destination in its catchment area.

Key Responsibilities:

Brand building and marketing strategy:

- Develop and own the mall's brand identity, positioning, tone of voice, and visual standards

- Build an annual marketing plan and budget with clear targets for footfall, tenant sales, and brand awareness

- Manage brand perception through research, customer feedback, and reputation monitoring

- Brief and manage creative, media, and PR agencies

ATL activities (mass media):

- Plan and execute campaigns across TV, radio, press, and outdoor/billboards

- Run digital and social media advertising and influencer partnerships

- Negotiate media buys and track return on spend

BTL activities (on-the-ground engagement):

- Plan the events calendar: seasonal and holiday activations, concerts, kids' programmes, cultural and community events

- Run in-mall promotions, shopping festivals, loyalty and rewards programmes, and gift-card schemes

- Manage in-mall advertising, kiosks, pop-ups, sponsorships, and brand partnerships as revenue streams

- Co-ordinate joint campaigns with tenants to lift their sales

- Oversee signage, wayfinding, décor, and visual merchandising

Operations and facilities:

- Oversee daily operations: maintenance, cleaning, security, parking, and utilities

- Ensure compliance with health, safety, fire, and local regulations

- Manage contractors and suppliers and handle incident and emergency procedures

Tenant and leasing management:

- Act as the main contact for tenants and resolve operational issues promptly

- Support tenant mix planning, negotiations, and lease renewals

- Monitor rent and service charge collection and follow up on arrears

- Enforce lease terms and mall rules

Financial management:

- Prepare and control the operating, service charge, and marketing budgets

- Track variances and report monthly on financial and commercial performance

- Identify and grow additional revenue streams

Team leadership:

- Recruit, train, and manage the mall and marketing team

- Set targets, run appraisals, and build a culture of service and accountability

Reporting to ownership:

- Report regularly to the owner on occupancy, footfall, tenant sales, marketing ROI, finances, and risks

- Represent the mall to authorities, media, and the community

Qualifications and Experience:

- Bachelor's degree in Marketing, Business Administration, Communications, Real Estate, or a related field

- 10+ years in mall, retail, or commercial property management, with at least 5 years in a management role

- Proven experience designing and running ATL and BTL campaigns and building a brand, ideally for a mall, retail, FMCG, or hospitality business

- Experience managing budgets and agency relationships

Skills and Competencies:

- Excellent French (written and verbal); English is an advantage

- Strong brand and creative sense, with a data-driven approach to campaign results

- Commercial mindset, with negotiation and tenant-relations skills

- Strong leadership and organizational ability

- Proficiency in MS Office; familiarity with social media and analytics tools; property management software is a plus

- Flexibility to work weekends, holidays, and peak retail periods

Key Performance Indicators:

- Footfall growth and conversion

- Tenant sales growth and occupancy/retention

- Brand awareness and social media growth

- Marketing ROI and budget adherence

- Rent and service charge collection rate

- Tenant and shopper satisfaction scores

- Health, safety, and compliance record