Marketing Director

The Marketing Director, JFK will lead the marketing and guest experience before, during, and after the redevelopment of JFK Terminal 8, as well as the future Terminal 1 project. By partnering closely with the URW Airports and JFK Management teams, the Marketing Director is responsible for developing and executing marketing plans, digital initiatives, and programs designed to drive sales and traffic to JFK restaurants and retailers, create unique customer experiences, and increase customer engagement. The Marketing Director will oversee the Guest Experience Manager, who will be responsible for elevating the overall terminal experience and championing our ambitious customer service program.

The right candidate will be eager to work in an environment that can change traveler’s and employee’s perceptions around travel, be ready to receive hands-on experience of the fast-paced airports business, and excited at the opportunity to make a difference in the local community. The Marketing Director will report directly to the Vice President, Marketing and will also work on a robust digital strategy and execution and take a lead co-role in the community outreach and partnership needs of the program.

We are looking for candidates who are passionate about marketing, digital, travel, and retail industries, and who are excited about the opportunity to be part of a team that is building and shaping the airport customer experience.

Key responsibilities of this role include, but are not limited to:

Development Marketing

• Create and implement the transition Marketing Plan; inclusive of all phases of redevelopment in collaboration with the JFK asset team
• Lead creation of the launch strategy for the development to include, but not limited to, the new JFK T8 brand, media planning, community engagement, public relations, leasing launch, digital approach, and development milestone events
• Partner with the JFK asset team and Advance Network to develop and implement the JFK community plan, including: identifying appropriate community partners, budgeting, outreach events, partnerships, and sponsorships, to align with project goals and contract deliverables
• Develop new customer service, mystery shopping, and rewards and recognition program that aligns with the mission of the new “myJFKT8” campaign
• Conduct formal surveying (online and in-terminal) to formulate benchmarks, identify problem areas, and resolve customer-facing issues to support the overall mission of raising Airport Service Quality (ASQ) scores

Operational Marketing

• Develop annual Marketing Action Plan, including local marketing programs, asset positioning in the market, and consumer-facing campaigns, programs and initiatives that add value to the customer experience, drive sales and support JFK strategic goals and KPIs
• Responsible for annual marketing budget and development marketing budget; including budget tracking and management
• Authorizes expenses in accordance with established policies and procedures while managing those expenses to set budget amounts.
• Follows company procurement procedures and work in partnership with legal, consultants and third-party vendors to develop contract agreements as needed
• Manage creative agencies and production resources to create highly impactful marketing campaigns and materials; Develops creative briefs and reviews/approves all marketing creative, brand assets, video, photography, signage/wayfinding, in-market media buys, etc.
• Develop and manage local media relations plans in collaboration with URW Airports Marketing team and PR agency, inclusive of local PR support for marketing campaigns, community programs, new store openings and ongoing redevelopment news
• Work in partnership with the JFK Operations team, URW Airports marketing team, and local stakeholders to develop consumer facing events, arts and culture activations, and sales promotions opportunities to highlight retail and restaurant offerings to drive sales; including future programming and event scheduling for live in-terminal activations
• Coordinate and/or participate in new hire orientations, tenant meetings, and job fairs as needed
• Concession retailer event coordination and production support (e.g., new store openings, terminal grand openings, job fairs, employee events, community events, etc.)

Digital & Services

• In partnership with the URW Airports Marketing and Digital/IT teams, executes a comprehensive digital plan and deploys new technology solutions including mobile ordering and delivery, digital directories, Wi-Fi, and additional digital solutions
• Drives website and social media strategy, digital marketing campaigns and influencer strategy; including online review monitoring and reporting
• Collect and develop content for terminal communications, including digital concessions newsletter, employee text club, LinkedIn, Yammer, social media, and more

Competencies & Qualifications

• B.A. OR B.S. degree or equivalent
• 7+ years of Marketing and/or related experience
• Strong business acumen, strategic orientation, and general operations experience
• Retail, transit, airport or shopping center industry knowledge, experience or expertise preferred
• Strength in leadership, strategy, marketing, and financial management
• Familiar with digital and social media platforms and curating content
• Exceptional communication skills, clear, concise, and professional representation is expected
• Strong analytical capability, especially in understanding and applying marketing/retail trends and marketing communication principles
• Must be proficient in Microsoft Office and Adobe Creative Suite, experience in PowerPoint
• Excellent interpersonal and communication skills at all levels, skilled at giving presentations and participating in large meetings with various stakeholders
• Ability to work cross functionally both internally and externally at an organization; and manage key stakeholder relationships with diplomacy and sensitivity
• Proven ability to thrive in a fast-paced environment
• Self-starter, enthusiastic, creative, and results-oriented
• Compensation
• $120-140k + Discretionary Annual Bonus
• This position is based in-person at the URW Management Office at JFK Terminal 8
• Reports to Vice President, Marketing

What is important to us:

Unibail-Rodamco-Westfield (URW) is driven by an entrepreneurial foundation of talented and ambitious employees who embrace change, strive for innovation, and know when to venture into uncharted terrain. Teams within URW are collaborative and thrive by working together to seize opportunity and solve challenges. Employees receive mentorship and guidance while being empowered to drive their initiatives, embracing their individuality and unique backgrounds. URW‘s flagship destinations are interwoven into the community fabric, and we give employees the power to be impactful in their work and lead meaningful change in our communities through volunteering, DE&I programming and leading ESG efforts. URW is an innovator and trend setter in experiential entertainment and is making bold moves to be a brand that creates inspiring consumer experiences in-person and digitally. Breaking beyond conventional beliefs, URW is surprising and delighting customers by reinventing being together and creating memorable moments.

Our company purpose – to Reinvent Being Together – is about reimagining how individuals and communities come together, socialize, and enjoy dynamic experiences alongside one another in entirely new ways. We are at our best when we are TOGETHER safely and joyfully.

Unibail-Rodamco-Westfield is an equal opportunity employer that embraces diversity of backgrounds, perspectives, experience, and skills. We believe that diversity plays an important part in the success of our business, and we are committed to creating an environment which respects, values, celebrates and makes the most of people’s differences.

We evaluate qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, and other legally protected characteristics.

Join us to Reinvent Being Together.