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.

Strategic Leadership

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

Event Management

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

Public Relations & Communications

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

Stakeholder & Tenant Engagement

• Build positive relationships with tenants and support their marketing and promotional activities.
• Collaborate with tenants to develop joint campaigns, events, and customer engagement initiatives.
• Organize tenant meetings, networking sessions, appreciation programs, and communication forums.
• Support tenant retention efforts through partnership programs and promotional opportunities.
• Foster strong relationships with local communities, government authorities, NGOs, and business associations.

Digital & Social Media Collaboration

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

Budget & Resource Management

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

People Management

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

Reporting & Analysis

• Prepare monthly, quarterly, and annual reports on event performance and PR outcomes.
• Track key performance indicators including:
• Footfall growth
• Media coverage
• Brand awareness
• Customer engagement
• Tenant participation
• Sponsorship revenue
• Event ROI
• 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.

• A bachelor’s degree in marketing, business, or a related field; an MBA is preferred.
• 5+ years of experience in a marketing leadership role, preferably in the Retail Industry.
• Proven experience in developing and executing successful marketing strategies and campaigns.
• Strong leadership and team management skills, with the ability to motivate and inspire a diverse team.
• Excellent verbal and written communication skills, with the ability to present ideas clearly and persuasively.
• Proficiency in digital marketing tools, analytics platforms, and CRM software.
• Strong analytical skills, with experience in data-driven decision-making.
• Ability to thrive in a fast-paced and dynamic environment while managing multiple projects.