The Shopping Centre industry is driven by people. It’s the skills and expertise of the people that manage, develop and evolve shopping centres for their communities that creates this great industry. Shopping Centre News profiles a range of interesting people from the industry each week. This week, we speak with Angela Green, Marketing Manager, Toowong Village and Tower.
What is your current role and main responsibilities?
I am the Marketing Manager of Toowong Village and Tower in Brisbane, employed by Retail First. It is my responsibility to administer the planning, implementation and execution of high-level strategic marketing plans and digital marketing, with the ultimate goal to attain solid retail sales performance, customer traffic and, in turn, a maximum net return for the landlord.
How did you get into this industry?
My shopping centre career began in 1994. I was appointed an Assistant Centre Manager role and within 12 months, worked in a Marketing Manager capacity directly for the landlord, Woolworths. This was followed by both marketing and Retail Manager roles with managing agents JLL, FPD Savills and Byvan Management, which transformed into Retail First.
Eco Coffee Cup Ambassador Campaign at Toowong Village Shopping Centre. Photo Credit: Sarah Keayes, The Photo Pitch
Tell us a little bit about your career…
I entered the property industry post-1992 recession employed by Woolworths Limited – Property division, after working for Trans Australian Airlines and the Queensland Department of Tourism, Sport & Racing in a sports club management field. At this time, the Woolworths Property ‘Marketplace’ concept had evolved. Under the guidance of the Woolworths National Marketing Manager and a highly experienced Centre Manager, I quickly learned facets of shopping centre redevelopment and facilitated a centre relaunch.
I have been involved in minor and major centre development projects, along with general day-to-day centre marketing and, to a lesser extent, management. Over time, I was afforded the opportunity to study and attain the PCA Graduate Certificate in Shopping Centre Marketing and BOMA (Management 1 & 2). The knowledge attained has been valuable. It is important to me to express appreciation and gratitude to those who have supported me along the way. What I have learnt is the retail industry is very fast-paced and continually evolving, so to upskill and adjust is so important to the ever-changing suite of retail challenges.
What do you love most about your job?
The relationship building, collaboration and range of creative teams, influencers and business people liaised with over the years. Some of my relationships with key stakeholders still continue today.
What do you least like about your job?
Supporting retailers who are inexperienced operators and not flexible in approach. Retailers who are unwilling to transform and grow to benefit their business.
What motivates you?
Finding passion and purpose. Continually going back to the drawing board to propose future strategies and goals – developing niche marketing strategies and formulating ‘outside the box’ plans. Assessing the results and re-evaluating along the way.
What makes a great Marketing Manager?
One of your best assets is to keep a strategic, analytical marketing approach combined with strong problem-solving skills. Other qualities are well-developed interpersonal, communication and negotiation skills. The ability to collaborate and enjoy working within a team environment is a must! Always provide support to other team members. Finally, be receptive to retailers and for those who know me … “attention to detail”.
What is your most memorable moment of your career?
The redevelopment of Toowong Village in 2014. This was a staged development undertaken within a ‘live environment’, liaising with numerous stakeholders and community members. This was a challenging – yet very rewarding – experience and an absolute team effort! A close second moment was the ‘Village Eco Coffee Cup’ activation launched on the back of the War on Waste movement in September 2018. This was highly successful in delivering an important sustainability message to everyone who engaged with Toowong Village and is still a talking point today.
What advice would you give to someone starting in the industry?
If there is a word that defines the retail industry in this global pandemic, it’s ‘pivot’. The ability to be nimble, flexible and responsive is key.
What advice would you give to someone wanting to get in to shopping centre marketing?
Be willing to learn, adapt and again, pivot. Find mentors, surround yourself with great people and ask plenty of questions. Enjoy the experience and ‘go with the flow’! No two days are ever the same…
What is the single most important quality you need to possess to be in this industry?
Flexibility!
What are some of the trends you are seeing in the industry?
The importance of shop local and support local has never been more relevant during these unprecedented times.
Do you like shopping?
What Marketing Manager doesn’t love shopping! We call it ‘reconnaissance’!
