Marketing Manager, Uptown

SHAPE is the real estate investment, development and management company leading some of the largest and most exciting projects in North America including The Amazing Brentwood, The City of Lougheed and RC at CF Richmond Centre.

Through our fully integrated platform, SHAPE specializes in complete neighbourhoods with a top-calibre mix of shops, restaurants, residences, entertainment and a complete range of daily services on rapid transit. By executing on every stage of the real estate process, from land acquisition to property management, we are able to collaborate more efficiently, work seamlessly and perform at the highest level. Every SHAPE property reflects lasting vision, bold creativity and obsessive attention to detail.

Our projects are complex, our vision is simple: deliver social and financial value for generations. With a proven ability to raise the bar across our diverse portfolio of assets, we build on where we’ve been to push the edge of better: for industry standards, quality of life and return on investment.

Uptown is more than a shopping centre. It is an artfully designed social gathering place—a vibrant hub for commerce and culture where people can shop, dine, work, and, in the future, live. Centrally located and easily accessible, Uptown serves as a focal point for Greater Victoria, offering the Island’s premier mix of shops, restaurants, and entertainment.

Uptown takes pride in operating to the highest of standards. From day-to-day operations to the year-round care of its lush landscaping and public spaces, every detail is thoughtfully maintained to create an exceptional experience for visitors, tenants, and the community.

As a senior individual contributor reporting directly to the General Manager, this role is responsible for Uptown’s marketing strategy + creative brand presence — across digital channels, on-site environments, and community activations. The ideal candidate brings deep expertise across social media, graphic design campaign management, and placemaking, paired with the critical thinking and communication skills to operate at a high level in a complex, mixed-use property environment.

• Develop and own Uptown’s annual marketing plan, encompassing campaign calendars, budget allocation, channel mix, and performance targets.
• Align marketing strategy with property leasing goals, tenant mix, and broader asset positioning — reporting directly to the GM on outcomes and opportunities.
• Identify trends in retail, mixed-use, and community-driven marketing to ensure Uptown remains competitive and culturally relevant.
• Partner with tenants, operations, and senior leadership to ensure marketing efforts support the full property ecosystem and long‑term growth strategy.
• Communicate marketing strategies, plans, and performance results clearly and confidently to internal stakeholders, tenants, and senior leadership — both in writing and in presentation settings.
• Build and maintain strong working relationships across the property team, with tenants, and with external partners and vendors through clear, professional, and proactive communication.

• Own and manage Uptown’s social media presence end-to-end, including channel strategy, content calendar, and publishing schedule.
• Develop and publish original content that authentically reflects the property, its tenants, and the broader Uptown community.
• Lead day-to-day community social management — responding to comments and messages with a consistent, on‑brand voice that builds trust and engagement.
• Capture and edit property, tenant, event, and lifestyle imagery to a professional standard for use across all digital channels.
• Curate and program tenant features, seasonal moments, promotions, and activations across the feed while maintaining the property’s digital asset library.
• Track, analyze, and report on performance metrics — including engagement, reach, and audience growth — with actionable recommendations that inform strategy and drive continuous improvement.

• Strategize with marketing and corporate teams in creative ideation for Uptown’s seasonal and brand…