Senior Executive, Brand & Content at MyTOWN Shopping Centre

MyTOWN Shopping Centre is a super-regional shopping centre for friends and family on the fringes of the Central Business District of Kuala Lumpur. The shopping centre is a one-stop destination for shopping, dining and entertainment with more than 400 stores. Anchored by IKEA, MyTOWN Shopping Centre is set to deliver a fantastic customer experience with a vibrant mix of retailers.

MyTOWN Shopping Centre is developed jointly by Boustead Holdings Berhad and Ikano Pte. Ltd. For more information, log on to http://www.mytownkl.com.my/

PURPOSE OF THE FUNCTION

To drive sustainable commercial growth and strengthen destination positioning through integrated, data-driven marketing strategies that enhance brand equity, elevate customer experience, and support long-term tenant success. Through integrated marketing communications, events, partnerships, and customer‑centric insights, the Marketing team strengthens the Centre’s position as a preferred Meeting Place while contributing to sustainable traffic growth, customer loyalty, and positive brand perception aligned with our values.

Accountable

- Brand Visibility and Talkability: Accountable for MyTOWN’s social media platforms growth, engagement, share of voice and overall brand perception
- Content Messaging and Effectiveness: Accountable for ensuring campaign messaging, content strategy, and storytelling drive intended engagement and communication outcomes
- Paid Media Performance: Accountable for the coordination, optimisation, and performance of paid media campaigns against agreed KPIs and budgets
- Campaign Reporting & Insights - Accountable for post-campaign analysis, performance reporting, and recommending improvements to future campaigns

Contribute

- Market Intelligence: Monitor market trends, competitors, customer insights, and campaign performance; translate insights into strategy, action plans, and optimisation
- Best Practices: Share marketing best practices, customer insights, and innovative working methods across the portfolio
- IKEA Partnership: Collaborate with IKEA stakeholders strengthen customer engagement and destination positioning

Responsibilities

Integrated Campaign Conceptualisation: Develops integrated campaign concepts and communication angles aligned with marketing calendar to drive MyTOWN’s visibility and shopper footfall; Content Strategy and Copywriting: Creates and manages campaign messaging and content plans across all platforms, channels, and customer touchpoints; Brand Stewardship and Communications: Ensures consistency in MyTOWN’s brand tonality and narrative, supporting the division lead with crisis communication content preparation; Project Coordination: Coordinates content alignment for all thematic campaigns, events and initiatives within the wider Marketing team, preparing project briefs for graphic designers and manages external agencies and other related vendors; Paid Media Strategy and Performance Marketing: Works with external agency to develop media plans, audience targeting and ad budget optimisation methods, leveraging paid media to support visitation, event attendance, CRM member acquisition and mobile app usage; Reporting and Performance Analytics: Conducts post-campaign reviews, evaluating performance and optimisation for future campaigns while ensuring data integrity - delivering accurate and actionable reports that supports business decisions; Cross-functional Collaboration within the wider Marketing team and with other departments to ensure campaign operational efficiency

Requirements

Experience : Minimum 4 years of marketing experience; Marketing Mix : Strong understanding of customer experience, digital and experiential marketing; Data and Insights : Knowledgeable on the relationship between shopper insights and business performance; Retail and Shopper Landscape : Knowledgeable in retail dynamics and shopper behaviour trends; Project Management : High expertise in campaign and project management including crisis and conflict management; Language : Fluent in English and Bahasa Malaysia with strong verbal, written, presentation, and public speaking skills, knowledge of other languages is an added advantage; Education : Minimum Bachelor’s Degree in Marketing, Business, Advertising, PR, Communications, or related disciplines