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 to John Klein, Marketing Manager of Vicinity’s prestigious Chatswood Chase Sydney.
What is your current role and main responsibilities?
I am currently the Marketing Manager of Chatswood Chase Sydney, a regional shopping centre located in Sydney’s north shore. I am responsible for the brand positioning of the centre and working closely with retailers to maximise the centre’s sales and traffic through a range of bespoke activities based on consumer insights.
Chatswood Chase
How did you get in to this industry?
My early career was spent working in the film/television industry and the performing arts sector with highlights being roles at NIDA and Sydney Opera House Trust. I segued into the property sector via The Rocks Market where I was the General Manager for five years.
Tell us a little bit about your career
I have been working in the shopping centre industry for over twenty years. My first role in a shopping centre was at Skygarden, in Sydney’s CBD, where I was the Marketing Manager. I was the Manager of Retail Business Development at Sydney International Airport and Group Marketing Manager for Ipoh Pty Ltd looking after the Marketing of several premium assets including Strand Arcade, QVB, The Galeries, No.1 Martin Place and Chifley Plaza. I left the property industry briefly to work as the Asia/Pacific Marketing Manager of luxury furniture retailer Space. This role saw me oversee the marketing of stores across Australia, Singapore and Malaysia.
What has been your hardest career decision?
When I left the arts to work in the property sector. Basically I found that the arts did not pay particularly well so, with my wife expecting our first baby, I felt that it was time to get a ‘real’ job. Property provided more money and more security.
What do you love most about your job?
The role offers incredible variety and no two days are the same. I never have a chance to become bored.
What do you least like about your job?
Being a highly creative person, I do find that financial analysis is one of my least favourite parts of the role.
Runway fashion event at Chatswood Chase
What motivates you?
The satisfaction in seeing a job well done and exceeding campaign objectives. I love it when customers and retailers provide positive feedback on a centre marketing initiative.
What makes a great Marketing Manager?
Someone who uses data and insights to inform decisions.
What is your most memorable moment of your career?
When I was the Group Marketing Manager for Ipoh Pty Ltd, I negotiated a deal with Swarovski to dress QVB’s Christmas Tree from head to toe in crystal decorations. Witnessing the public’s reaction to its initial unveiling in 2004 was a real highlight in my career. I am so pleased that this partnership has continued through until the present day and has become a must see annual Christmas tradition for Sydneysiders.
QVB Swarovski Christmas Tree
What do you think makes a successful shopping centre?
One that truly embraces its local community and makes life better, easier and more enjoyable for shoppers.
Which in your opinion is the best example of a good shopping centre, retail precinct or place?
I have a real soft spot for Strand Arcade in Sydney. I particularly love the Victorian architecture with its beautiful wrought iron features, rich timber work and tessellated tiles. It has a great mix of Australian fashion and has been the launch pad for so many local designers. You can’t beat it.
One of John’s favourite centres, The Strand Arcade in Sydney
What are some of the trends you are seeing in the industry?
Mixed use developments that include residential, commercial and retail side by side. Also, co-working spaces are becoming increasingly popular and are a great way to activate non-prime floor space.
Did you think you would end up in the role you are in now?
When I left school I initially studied film and television production and never in my wildest dreams did I even think about a career in shopping centres.
What advice would you give to someone starting in the industry?
Listen and learn. Networking is also important as it’s through industry contacts that you discover opportunities and develop your career.
What do you do in your leisure time to de-stress?
As well as my career in shopping centres I am also a professional visual artist and spend a great deal of my spare time painting and developing my art practice. I have recently expanded into the area of surface design and have licenced my designs to several companies including Metcolors, a US company who produce wall art and the Artist’s Label, who produce scarves.
What’s your favourite retailer and why?
Eckersley’s Art & Craft as it provides most of my supplies for my art practice. The team are extremely knowledgeable and helpful. I’m a big fan.
Do you like shopping?
Yes of course! I love retail. Although I do admit that the last place I want to visit on the weekend is a shopping centre.
What is the single most important quality you need to possess to be in this industry?
The ability to adapt and change in response to consumer behaviour, developments in technology and the economic climate.
What to be profiled? Contact Belinda belinda@shoppingcentrenews.com.au
Vicinity Centre’s Chatswood Chase
