The Senior Manager – Marketing & Special Projects is responsible for driving strategic marketing initiatives, leading integrated campaigns, managing special business projects, and supporting the overall growth and positioning of Sunway Malls Kuala Lumpur.
This role will oversee the planning, development, execution, and performance measurement of marketing programs that drive shopper traffic, tenant sales, customer engagement, and brand equity. In addition, the incumbent will lead cross-functional special projects, transformation initiatives, and strategic partnerships that contribute to the commercial success and long-term competitiveness of the malls.
The role requires a highly strategic, commercially driven, and results-oriented leader with strong project management, stakeholder engagement, and team leadership capabilities.
Support the Senior Director in developing and executing annual marketing strategies and business plans.
Lead the planning and implementation of integrated marketing campaigns to drive footfall, sales, and customer engagement.
Identify emerging consumer trends and market opportunities to enhance mall competitiveness.
Ensure alignment of marketing initiatives with overall business objectives and brand positioning.
Monitor campaign performance and recommend optimisation strategies.
Lead the development and execution of major festive, retail, lifestyle, and experiential campaigns.
Manage end-to-end project delivery from concept development through execution and post-campaign evaluation.
Ensure all marketing activities are delivered on time, within budget, and achieve targeted KPIs.
Drive innovative mall activations that enhance customer experience and market differentiation.
Oversee agency, media, creative, and event partners to ensure quality execution.
Lead strategic projects assigned by the Senior Director and Senior Management.
Manage transformation, innovation, and customer experience enhancement projects.
Coordinate cross-functional teams to ensure successful project delivery.
Develop business cases, project plans, implementation roadmaps, and progress reports.
Drive initiatives involving digital transformation, loyalty programs, placemaking, sustainability, and revenue enhancement opportunities.
Develop strategic partnerships with brands, sponsors, government agencies, and external stakeholders.
Identify opportunities for sponsorship, collaborative marketing, and alternative revenue generation.
Work closely with Leasing and Business Development teams to support tenancy and trade performance initiatives.
Establish long-term partnerships that enhance brand visibility and customer engagement.
Champion customer-centric initiatives to improve shopper satisfaction and engagement.
Manage loyalty programme strategies and customer retention initiatives.
Analyse customer insights and market data to improve marketing effectiveness.
Drive digital engagement and omnichannel customer experiences.
Prepare and manage marketing budgets efficiently.
Monitor project expenditures and ensure optimal return on investment.
Track marketing performance metrics and provide regular management reporting.
Ensure compliance with procurement and financial governance policies.
Provide leadership, guidance, and coaching to the marketing team.
Foster a high-performance and collaborative work environment.
Develop talent, strengthen succession planning, and build organisational capability.
Promote continuous improvement, innovation, and best practices within the team.
Build strong working relationships with internal departments and external partners.
Collaborate closely with Leasing, Operations, Finance, Digital, Corporate Communications, and Centre Management teams.
Present proposals, project updates, and performance reports to senior leadership.
Act as a key representative for marketing and strategic initiatives.
The role will be measured against:
Shopper traffic growth
Retail sales uplift attributable to marketing initiatives
Marketing campaign ROI
Customer engagement and loyalty programme growth
Sponsorship and partnership revenue generation
Project delivery (on time, within budget, and within scope)
Customer satisfaction metrics
Budget management and cost efficiency
Team performance and talent development
Bachelor's Degree in Marketing, Business Administration, Communications, Mass Communications, or a related discipline.
MBA or postgraduate qualification is an advantage.
Minimum 8–10 years of relevant marketing experience, preferably within retail, shopping malls, hospitality, mixed developments, consumer brands, or property industries.
At least 3–5 years in a senior leadership or management capacity.
Proven track record in leading large-scale marketing campaigns and business projects.
Experience in stakeholder management across multiple business functions.
Demonstrated success in managing agencies, partnerships, and cross-functional teams.
Strategic thinking
People leadership and coaching
Change management
Decision making
Commercial awareness
Financial and budget management
Revenue generation and partnership development
Data-driven decision making
Integrated marketing communications
Digital marketing and customer engagement
Event and activation management
CRM and loyalty programme management
Brand management
Planning and execution
Stakeholder engagement
Risk management
Problem-solving and analytical thinking
Excellent presentation and communication skills
Strong negotiation and influencing abilities
Ability to engage stakeholders at all levels, including senior executives
The Senior Manager – Marketing & Special Projects plays a critical role in strengthening the marketing leadership structure of Sunway Malls Kuala Lumpur, ensuring the successful delivery of strategic marketing initiatives, business transformation projects, customer experience enhancements, and revenue-generating opportunities that support the overall growth and sustainability of the portfolio.