MyTOWN Shopping Centre is a super-regional shopping centre for friends and family on the fringes of the Central Business District of Kuala Lumpur. The shopping centre is a one-stop destination for shopping, dining and entertainment with more than 400 stores. Anchored by IKEA, MyTOWN Shopping Centre is set to deliver a fantastic customer experience with a vibrant mix of retailers. MyTOWN Shopping Centre is developed jointly by Boustead Holdings Berhad and Ikano Pte. Ltd. For more information, log on to http://www.mytownkl.com.my/
Responsible
- Lead the planning and execution of all mall events and on-ground activations.
- Align the comprehensive event calendar with overall business goals, including festive, retail, and CRM campaigns.
- Drive tenant participation and actively cultivate strategic partnership opportunities.
- Serve as the key liaison for all event-related vendors and external event organizers.
- Oversee the event budget, vendor selection processes, and rigorous ROI tracking.
- Ensure the seamless execution and delivery of all on-ground live experiences.
- Collaborate seamlessly with the Brand & Content team for event amplification and storytelling.
- Manage ongoing tenant support, relationships, and stakeholder alignment.
- Lead strategic planning for footfall generation and active stakeholder management.
- Provide project leadership and execution oversight for the Senior Executive and Executive within the division
Accountable
- Fully accountable for the overall event and partnership strategy.
- Owns decision-making regarding which events matter, which to run, and which strategic partners to engage with.
- Responsible for investment prioritization, resource allocation, and planning event expenses.
- Owns the final performance outcomes, specifically footfall generation, tenant value, and event ROI.
- Accountable for setting direction, defining priorities, and establishing success metrics for the Events & Partnerships division.
Contribute
- Provide the CRM team with on-ground customer engagement data to help inform targeting and loyalty mechanics.
- Provide the Brand & Content team with event concepts, timelines, and key highlights to translate into campaign messaging.
- Share post-event performance data and audience insights to support broader marketing optimization.
- Advise on market trends, competitor activations, and experiential best practices across the portfolio.
- Support cross-functional integration by offering on-ground logistical expertise to other departments running mall-wide initiatives.
Motivation
- Experiential Impact: Passionate about building world-class retail experiences and seeing the direct impact of on-ground events on business growth.
- Customer-centric: Strong drive to exceed visitor expectations and deliver exceptional live value and entertainment.
- Relationship Building: Motivated by cultivating meaningful partnerships with tenants, brands, and the community.
- Continuous Improvement: Energized to challenge common ways of thinking to innovate and elevate the mall's experiential offerings.
- Commercial Drive: Highly motivated to achieve strategic outcomes like footfall growth and robust event ROI.
Knowledge
- Experience: Minimum 6 years of proven marketing and event management experience.
- Experiential Marketing: Deep understanding of on-ground activations, live events, and experiential design.
- Financials and Budget: Strong understanding of financial planning, event budgeting, and marketing ROI analysis.
- Project Management: High expertise in complex project leadership, timeline management, and vendor sourcing.
- Stakeholder Management: Advanced knowledge of tenant liaison, partnership development, and negotiation tactics.
- Retail and Shopper Landscape: Thorough knowledge of retail dynamics, shopper behavior trends, and what drives footfall.
- Data and Insights: Ability to interpret data (footfall, participation, engagement) to evaluate event performance and optimize future plans.
- Crisis Management: Strong capabilities in conflict resolution and managing on-ground operational challenges.
- Language: Fluent in English and Bahasa Malaysia with strong verbal, presentation, and public speaking skills.
- Qualifications: Minimum Diploma in Marketing, Business, PR, Communications, Event Management, or related disciplines.
Capabilities:
- Leadership by Example: Creates an atmosphere that inspires the events team, acts as a role model for MyTOWN values, and takes responsibility for the division's outcomes.
- Strategic Prioritization: Highly capable of setting clear directions, defining success metrics, and deciding where to invest resources effectively.
- Teamwork & Togetherness: Promotes collaboration, especially with Brand & Content and CRM, to ensure seamless cross-functional campaign execution.
- Passion & Commitment: Enthusiastic and result-driven, following through on commitments and adapting quickly to changing on-ground circumstances.
- Problem Solving: Offers relevant, creative solutions to meet customer and tenant needs while managing dilemmas using MyTOWN values.
- Common Sense & Simplicity: Communicates clearly with vendors and partners, ensuring complex event logistics are implemented effectively.
- Daring to be Different: Thinks out-of-the-box for event concepts, continuously experimenting with new experiential ideas with courage.
- Empowerment: Effectively delegates responsibilities to the Senior Executive and Executive, providing them with the resources needed to accomplish logistical tasks.
- Integrity: Accountable and honest, establishing trust with strategic partners and tenants.
- Data-Driven Action: Uses post-event performance data to monitor success and acts on these results for future planning.