Manager, Retail & Place Activation

Overview

When you join Hines, you will embark on a career journey fueled by vision and guided by leaders who set the standards of our industry. Our legacy is rooted in innovation and excellence, earning us a spot on Fast Company’s esteemed annual list of the World’s Most Innovative Companies, as well as recognition as one of U.S. News & World Report’s Best Companies to Work For in 2024.

Discover endless opportunities to grow and make your mark at Hines.

The Manager of Retail Experience & Place Activation serves as the on-site lead, responsible for executing approved asset strategies, events, and placemaking initiatives that bring the retail brand and destination vision to life. This role partners closely with Property Marketing, Leasing, and Property Management to drive foot traffic, customer engagement, and tenant performance through high-quality on-site execution, while providing critical local insight and feedback to inform broader marketing efforts.

They translate strategy and standards into tangible, hospitality-driven interactions that foster community, elevate satisfaction, and support asset performance.

• Execute approved asset-level strategies, campaigns, and initiatives.
• Support execution of the annual plan and approved budget.
• Manage local calendars to ensure alignment with campaign timing and on-site readiness.
• Coordinate on-site execution of creative, digital, and traditional channels in partnership with Central Marketing and external vendors.
• Plan and execute events, activations, seasonal programming, and grand openings.
• Coordinate vendors, logistics, timelines, permits, and on-site operations to ensure polished execution.
• Partner with property management team members and tenants to deliver experiential moments that drive traffic and sales.
• Support execution across retail, mixed-use, and destination programming, including evenings and weekends as required.
• Deliver customer-facing experiences, activations, and communications that enhance the customer journey and reinforce destination positioning.
• Serve as a visible on-site presence during key moments, fostering hospitality and community.
• Share customer feedback and insights to inform experience enhancements.
• Serve as the primary on-site partner to tenants for experience delivery
• Foster strong relationships with retailers, community partners, and local organizations.
• Enable tenant participation in approved activations and destination moments.
• Ensure all on-site experiences, events, signage, and collateral are executed in accordance with approved brand and place standards.
• Flag risks, deviations, or local sensitivities that could impact brand integrity and elevate for guidance as needed.
• Ideate with and approve third party agency’s local content calendars by capturing and publishing authentic, on-site content reflecting events, tenant moments, and day-to-day experiences.
• Ensure local content aligns with brand, campaign, and messaging priorities, reinforcing place and destination positioning.
• Share local content insights and learnings to inform ongoing planning.
• Provide regular reporting on event performance, traffic, and customer engagement.
• Share qualitative, on-the-ground insights and recommendations to inform optimization.
• Support data collection and post-event analysis as required.
• Create and manage the asset level budget in consultation with Property Marketing
• Manage processing of approved invoices related to events and experiences.
• Track event-related expenses and manage budget forecasting.
• Manage relationships with local agencies, vendors, and event partners.
• Work with property level PR agency to deliver on approved releases and media moments
• Partner with Corporate Communications teams to ensure consistency and alignment with broader corporate initiatives.
• Support on-site execution of approved media moments, brand events, and PR activations.
• Flag local opportunities or sensitivities that may impact communications.
• Partner with Corporate Communications teams to ensure consistency and alignment with broader corporate initiatives.
• Partner closely with Property Marketing and Asset-Level teams to refine event strategies and campaign direction to…