Purpose of the Role:Shape how The Well is experienced by driving brand strength, increasing traffic and unlocking commercial growth across one of Toronto's most prominent destinations.
Lead the asset-level marketing vision for The Well, translating ownership objectives into integrated strategies and programs that strengthen brand positioning, elevate the user experience and enhance long-term asset value. As Senior Manager, Marketing, you will oversee brand, programming and revenue initiatives, ensuring a coordinated approach that drives engagement, supports tenant performance and expands ancillary revenue opportunities across the property. This role offers the opportunity to influence how The Well evolves as a premier mixed-use destination while building scalable marketing and commercial strategies within a complex operating environment.
Reporting to the General Manager, The Well, you will lead the Marketing team and partner closely with Leasing, Operations, Property Management, tenants, and external partners to align priorities, drive execution and deliver on shared asset and partnership objectives.
ResponsibilitiesBRAND AND MARKETING STRATEGY
- Own and evolve The Well's brand strategy, positioning and narrative at the asset level.
- Lead the development and execution of the annual marketing plan and calendar aligned with leasing strategy and asset priorities.
- Ensure consistent brand expression across physical space, digital channels, tenant communications and programming.
- Oversee campaign strategy, content planning and storytelling across all channels.
- Maintain governance of brand standards, digital assets and content quality.
- Use analytics and insights to inform strategy, optimize performance and guide investment decisions.
- Align property marketing with partnership priorities (Allied and RioCan) and overall brand positioning.
PROGRAMMING, ACTIVATIONS AND GUEST EXPERIENCE
- Own programming and events that drive traffic, engagement and placemaking.
- Oversee activations, pop-ups, kiosks and short-term leasing initiatives.
- Oversee the gift card and tourism programs.
- Approve concepts, programming strategies and high-level floor plans to ensure alignment with brand and asset objectives.
- Oversee seasonal programs, décor, ambiance, music and experiential elements.
- Ensure all initiatives deliver a cohesive, high-quality guest experience while supporting tenant exposure and sales.
REVENUE AND COMMERCIAL PERFORMANCE
- Own the marketing budget, including forecasting, variance analysis and performance reporting.
- Ensure marketing investments are data-driven and aligned with traffic growth, tenant visibility and asset performance objectives.
- Own the asset-level ancillary revenue strategy from a brand and marketing perspective.
- Lead the positioning of sponsorships, partnerships and revenue-generating initiatives.
- Oversee revenue platforms including sponsorships, media and branded experiences.
- Partner with specialty leasing and activations teams to align revenue opportunities with brand standards and guest experience.
- Build and maintain relationships with retailers at the local and national level to support traffic growth and sales productivity.
TENANT AND STAKEHOLDER ENGAGEMENT
- Own the marketing relationship with tenants, providing strategic guidance and alignment with asset-wide initiatives.
- Lead tenant marketing meetings, reviews and ongoing engagement forums.
- Oversee marketing support for temporary tenants and pop-ups to ensure consistent brand representation.
- Act as a senior partner to internal teams, tenants, agencies and external collaborators.
- Collaborate closely with leasing, operations and ownership to align priorities and execution.
TEAM LEADERSHIP
- Lead and develop the Marketing team across brand, digital and activations.
- Set clear objectives and priorities aligned with the annual marketing and asset plan.
- Coach and develop team members, building capability, accountability and commercial awareness.
- Oversee resource planning and workload management across multiple initiatives.
Qualifications:- 8+ years of experience in marketing or related roles, with demonstrated responsibility for both strategy and execution.
- Experience leading marketing for a complex asset, destination, retail environment, multi-stakeholder business or within the real estate industry (e.g., retail, mixed-use, hospitality or similar).
- Proven ability to develop and execute integrated marketing strategies that drive traffic, engagement, and commercial performance.
- Experience managing budgets, forecasting and performance reporting, with a strong understanding of ROI and data-driven decision-making.
- Demonstrated experience developing partnerships, sponsorships, or revenue-generating marketing initiatives.
- Strong stakeholder management skills, with the ability to work cross-functionally and influence senior partners.
- Experience leading and developing teams, with a focus on accountability, collaboration, and performance.
- Familiarity with Microsoft Office.
Would be an asset:
- Experience with placemaking, programming, or experiential marketing.
- Familiarity with specialty leasing, sponsorship sales, or ancillary revenue models.
$112,000 - $135,000 a year
Allied determines individual compensation by work location and other factors, including relevant experience, education and internal equity.
Note: The listed salary range does not reflect total compensation and rewards. We encourage all qualified candidates to apply. This role is a current vacancy on the Allied team. 
