Sr Mgr, Content Strategy and Integrated Campaigns

Location

GGP Chicago - 350 N Orleans Street, Suite 300

Business Headquartered in Chicago, IL, GGP is a leading retail real estate company with a portfolio of 95+ high-performing retail assets, encompassing over 95 million square feet of space across the United States. As an owner‑operator, we’re committed to creating vibrant destinations that bring people and brands together. With a team of 1,200+ employees and a legacy of leadership in retail real estate, we’re shaping the future of the industry by delivering exceptional value to our partners and the communities we serve.

The Senior Manager, Content Strategy & Integrated Campaigns leads the development, execution, and performance analysis of integrated consumer marketing campaigns and content programs that drive awareness, engagement, traffic, and sales across GGP's portfolio of retail properties. This role sits at the intersection of content strategy, campaign execution, and marketing performance — translating business objectives into scalable, customer‑centric initiatives while helping evolve GGP's B2C content approach and improving the tools, workflows, and processes that enable effective marketing cess is measured by the quality and reach of campaigns delivered, the performance of content programs across the portfolio, and the ability to turn marketing strategy into measurable business results through strong cross‑functional leadership.

Content Strategy & Planning:
Lead and optimize a holistic content strategy aligned with campaign goals, retailer priorities, customer insights, and broader business objectives. Develop and manage integrated marketing calendars aligned to key shopping moments, seasonal campaigns, retailer initiatives, and business priorities. Build scalable content frameworks and toolkits that support multiple properties while allowing for local customization. Define content architecture, audience messaging pillars, and storytelling approaches in partnership with Creative and Channel teams.

Ensure content is optimized for audience engagement, SEO/discoverability, and channel performance; incorporate audience insights, consumer behavior trends, and performance data into content planning in partnership with analytics and channel teams. Maintain brand consistency across all consumer‑facing campaigns and communications.

Campaign Strategy & Execution:
Lead integrated, multi‑channel campaigns from concept through execution, optimization, and recap. Translate business objectives into clear campaign strategies, messaging, positioning, and execution plans. Build and manage campaign timelines, deliverables, approvals, and dependencies with strong accountability and collaboration. Ensure alignment between campaign strategy, content execution, media/channel plans, and performance KPIs. Collaborate with influencers and creators to expand campaign reach and audience engagement.

Identify opportunities to scale successful campaigns and optimize underperforming programs based on performance insights. Partner with Strategic Partnerships on seasonal retail programs and experiential campaigns (e.g., Easter Bunny and Santa programs) that drive traffic, engagement, and revenue. Manage the creative briefing and request process to ensure strategic alignment, messaging clarity, and accurate execution.

Cross‑Functional

Collaboration:

Serve as a central point of coordination across Marketing, Creative, PR, Channel, Property Management, and external partners. Collaborate with Retailer Partnerships teams to integrate tenants, retailers, and sponsorship opportunities into campaigns and content plans. Manage relationships with external agencies, content creators, freelancers, photographers, and vendors. Support property teams with tools, guidance, and content solutions tailored to local market needs.

Performance, Analytics & Optimization:
Leverage audience insights, demographic trends, and shopper behavior data to inform campaign planning and content strategy. Define, track, and report on campaign KPIs, including engagement, traffic, conversion, sales impact, ROI, and customer acquisition/retention metrics.…