JOB SUMMARY
The role plays a dual role in shaping and driving the business strategy across ONESIAM's shopping malls and ICONSIAM. This position combines both Leasing Strategy and Marketing Strategy, focusing on strengthening ONESIAM's and ICONSIAM's positioning as a premier luxury destination in the world.
The role involves developing strategic frameworks for luxury brand acquisition and retention, curating the right brand mix, and crafting marketing and partnership strategies that elevate the overall luxury experience and drive business performance.
Job Descriptions:
Luxury Leasing Strategy
- Develop and execute leasing strategies for the all category to align with ONESIAM's and ICONSIAM's brand and business direction.
- Identify new brand opportunities (local and international) and drive negotiations to attract high-potential luxury tenants.
- Analyze market trends, competitor performance, and consumer insights to recommend optimal brand mix and positioning.
- Collaborate with Leasing and Design teams to ensure retail spaces and experiences meet luxury standards.
- Support portfolio planning and annual leasing targets for luxury categories.
Marketing Strategy
- Co-develop marketing strategies and campaigns with the Marketing team to strengthen ONESIAM's and ICONSIAM's image and drive customer engagement.
- Partner with Customer Centricity & Relationship, partnership, and digital teams to create personalized experiences for high-value customers (e.g., VIP programs, exclusive events).
- Collaborate with tenants and brands on joint marketing initiatives, brand collaborations, and co-promotions.
- Monitor brand performance and campaign effectiveness, providing insights and recommendations for optimization.
Strategic Planning & Cross-Functional Alignment
- Act as a strategic bridge between Leasing, Marketing, and Business Development teams.
- Provide executive management with strategic recommendations and business reports.
- Ensure alignment between brand curation, marketing activities, and overall ONESIAM and ICONSIAM strategy.
Qualifications:
- Bachelor's or Master's degree in Business Administration, Marketing, Luxury Brand Management, Retail Management, or related fields
- Minimum 8–10 years of experience in luxury retail, shopping mall business, or luxury brand management.
- Proven experience in leasing strategy, retail development, or marketing strategy within the luxury segment. Or experience working with international luxury brands or mall operators is a strong advantage.
Required Skills/Abilities:
- Strong understanding of luxury retail market trends, consumer behavior, and brand positioning.
- Knowledge in retail leasing, business analytics, and financial performance analysis.
- Strategic planning and project management skills.
- Strong negotiation and relationship management skills with high-profile partners.
- Proficiency in English (both written and spoken) and business presentation skills.
Attributes & Soft Skills:
- Strategic thinker with hands-on execution capability.
- Excellent negotiation and influencing skills, particularly with international partners.
- Strong relationship management and interpersonal skills with high-level stakeholders.
- Aesthetic and brand-sensitive mindset, with deep understanding of luxury tone and presentation.
- Able to collaborate cross-functionally and influence without direct authority.
- High level of professionalism, discretion, and cultural sensitivity.
- Passionate about luxury, innovation, and creating world-class experiences.
