Head of Customer Experience

We are working with our client to hire for a Head of Customer Experience for the prestigious Hub Karen Mall in Kenya.Purpose of role:Reporting to the Centre Manager, the Head, Customer Experience is responsible for developing and executing strategies, including brand development, that enhance the overall customer and consumer experience at the Hub Karen and the Hub Park. This role will drive customer insights, curate engaging marketing activities and events, and maximize non-GLA (Gross Leasable Area) revenue streams. The ideal candidate will leverage data-driven decision-making to ensure that all initiatives align with the evolving needs of the target audience while boosting footfall, dwell time, and revenue generation.Strategy Development: Preparation of annual Sales & Marketing plans and ensuring that The Hub Karen and The Hub Park marketing objectives are achieved as per the annual scorecard.Understand competitor mall offerings and map out customers/consumer groups and create plans to attract the different consumer demographic. Develop thematic experiences to drive footfall, including but not limited to plans to attract pop-up vendors and retailers who meet the consumer needs. Lead the Events and Sales strategy.Create strong and innovative digital and traditional differentiated communication strategies that will have a positive impact on our brand, create awareness and drive traffic to the Company websites and digital handles. Maintain fruitful relationships with Suppliers, Marketing, PR & media partners that will propagate the property’s offering and safeguard its reputation.Customer & Consumer Experience:• Develop and implement a best-in-class customer experience strategy to enhance shopper engagement and loyalty. Champion the understanding and segmentation of the target audience's needs and desires, understanding the segmentation and activities best suited to the high-end audience for retail offerings. Use data analytics and consumer insights to anticipate customer needs and shape the mall’s service offerings.• Implement feedback mechanisms (surveys, focus groups, mystery shopping, etc.) to continually refine the mall’s customer experience.• Oversee concierge services, mall ambassadors, and overall customer journey touchpoints to ensure a seamless shopping experience.• Determine customer expectations and obtain feedback on customer experience across the mall, including the Family Entertainment Center (FEC) and Food & Beverage (F&B) units.• Analyze and compare tenant performance (trading densities) to better understand shopping patterns and align strategies accordingly. Deploy tools such as NPS, online reviews and internal surveys as inputs to performance measurement. Marketing & Brand Engagement:Develop and execute marketing campaigns that drive traffic, sales, and brand engagement for both the mall and its tenants.Lead the marketing team at the Hub Karen and Hub Park to create and oversee dynamic and engaging activations and communications to attract new and retain loyal customers by ensuring audience-first plans and excellence in execution and quality control of all marketing activities.Guide the development of marketing campaigns and brand strategies to achieve agreed KPI’s, from developing the creative brief through to analysis and recommendations.Ensure marketing campaigns are delivered in line with the overall marketing budget.Work closely with retailers to create joint promotions, activations, and seasonal campaigns that align with consumer trends.Oversee and manage digital and social media strategies and Mall marketing platforms to enhance brand presence and customer engagement. Curate and manage events, pop-ups, and experiential activations that resonate with the mall’s target demographic.Build strong relationships with agencies, suppliers, media partners, marketing and PR influencers, and community stakeholders to amplify marketing efforts that will propagate the property’s offering and safeguard’s its reputation.Non-GLA Revenue Growth:Develop and execute strategies to maximize non-GLA revenue streams, including advertising, sponsorships, brand activations, and temporary leasing.Identify new revenue opportunities such as experiential retail concepts, digital advertising, and premium customer services.Work with commercial teams to create attractive value propositions for brands and advertisers within the mall environment.Support the sales officers in identifying and engaging potential business partners in the utilization of viable spaces and minimize associated risk.Oversea the engagement and partnership with advertising agencies for non GLA sales.Formulate strategies to ring-fence existing contracts to minimize loss of existing revenue.Stakeholder and Relationship Management:• Work closely with leasing, operations, and tenant relations teams to align marketing and experience initiatives with overall mall objectives.• Establish strong relationships with tenants to ensure their brand objectives are supported through mall initiatives.• Lead partnerships with local businesses, to position the mall as a key lifestyle and retail destination.Performance Analysis & Reporting:Track and analyze key performance metrics, including foot traffic, conversion rates, dwell time, customer satisfaction, and non-GLA revenue.Present data-driven insights and recommendations to senior leadership to optimize marketing and experience strategies.Monitor industry trends and competitor activities to ensure the mall remains ahead in innovation and consumer engagement.Develop tools and metrics to measure customer satisfaction and tenant satisfaction. Develop a regular reporting cadence and initiatives to drive up the ratings.Leadership and People Management:Lead, coach, mentor and develop a high performing team that delivers high value and prudent cost management.Work with Senior Leadership to translate business strategy into specific annual objectives and KPIs, cascade them to individual performance goals and cascade and track them on a regular basis through performance reviews.Facilitate regular open communication and exchange of information in the function in order to implement changes and improvements effectively.Scope training needs and ensure staff are trained regularly enabling them to achieve the operational and financial metrics within their areas of responsibility and succeed in their roles. Manage team attendance, leave scheduling and disciplinary issues as per the outlined policies and procedures.Promote and adhere to the organization’s culture and values.Direct Reports to this PositionSales and Marketing ManagerInternal & External Customers of this PositionFinanceOperationsITProcurementPeople & CultureMarketingKnowledge; Skills and Experience required for this RoleBachelor’s degree in marketing, Business Administration, Sales, Communications, Customer Experience Management, or a related field.Over 8 years’ experience in Customer Experience, Marketing, Business Development, or Sales role, preferably within retail, shopping malls, hospitality, or FMCG industries.Proven track record in customer experience strategy, marketing campaign execution, and business development.Experience in digital marketing, social media management, and customer engagement strategies.Proficiency in CRM (Customer Relationship Management) systems, customer analytics tools, and survey platforms.Strong experience in data analytics, customer segmentation, and insights-driven decision-making.Knowledge of shopping mall operations, retail trends, and experiential marketing best practices.Experience in managing and monetizing non-GLA revenue streams such as brand activations, sponsorships, and premium services.Familiarity with event management and promotional campaigns, including partnerships with tenants and brands.Strong stakeholder management experience, working with internal teams, tenants, and external partners.Proficiency in MS Office (Excel, PowerPoint, Word) and digital marketing tools.Competencies required for this RoleRelating & Networking Delivering Results & Exceeding Customer ExpectationsPresenting & communicating informationWorking with people Entrepreneurial and Commercial Thinking Persuading and influencing