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 Daniel Martin from Retail First. As the Marketing Manager at Capalaba Park Shopping Centre, Daniel’s core role is to increase customer traffic through marketing activities and retail support.
What is your current role and main responsibilities?
I am currently the Marketing Manager for Capalaba Park Shopping Centre in Brisbane. Our Head of Marketing, Bec Gascoigne, often reminds us of our core role, which is to increase customer traffic through marketing activities and retail support; this in turn increases retailer sales and rental growth potential. It’s the cycle of life! Well, retail life.
But as Retail First Marketing Managers, we find ourselves part of tight Centre Management Teams, so our responsibilities can vary from leasing and administration to operations and customer service support. A number of us also play the part of first aid responders or fire wardens.
How did you get in to this industry?
I came directly from a Business Management Position in Tourism. I wasn’t specifically a Marketing Manager, but I did work closely with a Marketing Coordinator and this was how I developed a passion for marketing. By chance, I heard that a position was available at Retail First as Marketing Manager for Aspley Hypermarket and I went for it. I’m told my enthusiasm got me the job!
Aspley Hypermarket
Tell us a little bit about your career…
I have a degree in Professional and Creative Writing (I won’t say what year I graduated) along with a Business and Marketing Diploma. Being an avid reader, I always dreamed of becoming a great author. Unfortunately, I’ve never developed the discipline required.
My marketing and events career began working at Treasury Casino where I was a VIP Host and Assistant Events Coordinator. Following this, I became a Department Manager and Events Coordinator at Borders (Chermside and Garden City). From here, I went into Business Management in the Tourism Industry.
What has been your hardest career decision?
I think leaving Aspley Hypermarket was the toughest. Although I was looking forward to the challenge of a new centre, we had created a powerful little centre at Aspley Hypermarket and I had come to know a lot of the staff, retailers and customers very well.
What do you love most about your job?
I love the diverse nature of the role. We can be creating marketing strategy and budgets one day, and the next we can be out in the car park looking at options for new outdoor signage or helping someone find their car. Every day is different.
Most of all, I enjoy media production and developing artwork for print/website collateral. Seeing a brand upgrade come to fruition through new digital or print material is very satisfying!
Market Style Furniture outside Woolworths Aspley Hypermarket
What do you least like about your job?
For me, it’s been hard to watch retailers struggle through economic hardship as a result of COVID-19. That said, it’s also been amazing to work together as a community and get through it.
What motivates you?
I’ve always had an inherent drive – as they say, I only have one gear. Making my family and peers proud motivates me. I always feel like I should honour the responsibility given to me.
What makes a great Marketing Manager?
Juggling skills! I think all shopping centre marketing managers, especially those in small teams would agree, if you aren’t able to prioritise, then you can’t do the job.
What did you learn during 2020 and managing your role during COVID-19?
I experienced further the benefits of working as a team. The strength of community. When you are facing an event or crises that stretches beyond your own doorstep, it’s time to get your brains-trust together.
What is your most memorable moment of your career?
For me, it is the completion of the Aspley Hypermarket redevelopment. The sense of accomplishment was fantastic. It’s one of those experiences where every day is manic for months and months, but afterwards you look back and say I/we did it.
What do you think makes a successful shopping centre?
The customer first and foremost. Sub regional centres are community centres – our community relies on us. Looking after the customer by providing key services and convenience is so important. By ‘convenience’, we are also referring to ‘tenancy mix’. The retailers are also our customer, so we need to make sure their needs are provided for.
Sub Station Mural, Aspley Hypermarket
Which in your opinion is the best example of a good shopping centre, retail precinct or place?
Though the likes of Westfield Chermside or Pacific Fair make for great dining and entertainment destinations, smaller centres such as Fairfield Gardens are super convenient while also catering to such needs. I also love the outdoor or strip mall shopping experience – I really enjoy wandering around Brisbane’s James Street.
How can landlords and retailers work together better?
Again, we all need to recognise the benefits of strong communication and working together as a team. Sharing resources is so important. As marketing managers, we often find it’s the most proactive retailers that are successful. It’s part of our job to encourage that activity every day.
What are some of the trends you are seeing in the industry?
More sophisticated online shopping platforms, particularly through social media. This includes a growing trust in the big players such as Amazon. What we thought would be a slow burn has definitely been quickened by COVID. This only highlights the importance of making our centres as convenient as possible. Our customers are expecting more and more from their shopping experience. It needs to be safe, convenient and interesting.
What three words best describe you?
Resilient, enthusiastic, quirky.
How do you manage stakeholders?
With respect. I also add a healthy dose of trust and kindness. At the end of the day, we all want positive outcomes that are fair and equitable.
What do you do to keep learning and growing in your career?
As a creative person, upskilling is important to me. Recently, I taught myself how to build a website, and I’m always playing around in the Adobe Creative Suite.
What advice would you give to someone starting in the industry?
There’s a bag of clichés that apply: listen and learn, never give up, don’t be afraid to have a go. It takes equal measures of looking back to what works, and looking forward, being innovative. Make your own ideas work!
What do you do in your leisure time to de-stress?
I love going for adventures, going to the beach, chilling by the pool, watching movies and reading. And eating with friends and family.
What’s your favourite retailer and why?
Donut King because hot fresh cinnamon donuts are the pinnacle of human creation. I’m a fan of Bailey Nelson, Wild Rhino and Bellroy. I love smart design.
What innovation would you like to see implemented in the shopping centre industry?
I think it would be great if we could see more innovative cultural and community spaces. To look beyond just dining and entertainment precincts as a means of bringing the community together. This would tie in well with our adult workshops and other marketing campaigns.
Do you like shopping?
I’m saving at the moment so, no. But under normal circumstances, yes, of course!
Have you worked in another industry and then come back to shopping centres?
I went from Retail Management in a Shopping Centre (Borders), to Hospitality and Tourism and back again, this time on the other side of the fence.
What is the single most important quality you need to possess to be in this industry?
Enthusiasm. It works for me.
