Director of Marketing and Public Relations
Hines, Galleria Edina
Instituted and led the development and creation of marketing, advertising, social media, and PR plans. Designed and orchestrated customer-experience events, singular promotions, and corporate sponsorships to drive traffic, sales, ancillary income, and positive ROI. Cultivated and maintained superior retailer, client, civic, strategic partner, and media relationships. Fostered tenants’ involvement in marketing programs. Managed marketing budget, vendors, and communications with internal and external stakeholders. Analyzed market research for strategy development and evaluated marketing results for future planning.
- Reinvented center’s 10-year-old advertising by creating research-based rebranding campaign, redesigning website, hiring new ad agency, and reforecasting budget to support strong media presence. All external advertising and in-mall collateral will reflect upgraded positioning. New “Welcome to Galleria” campaign was applauded by national and local tenants.
- Partnered with MSP Magazine to create the only center-wide open house event in the market. “The Perfect Party” unveiled newly-created, locally-designed custom holiday décor, reinforced Galleria rebranding via vignettes, showcased property’s unique retailers, and received MSP Magazine media coverage valued at $250K.
- Devised and executed collaborative marketing strategies that drove traffic, generated market-wide media coverage, and helped Allen Edmonds, David Yurman, JMcLaughlin to exceed sales goals for new store openings.