Job Description

Overview of the roleThe Online Marketing Manager leads the digital marketing strategy for AFRE's real estate portfolio--covering Malls, Residential & Commercial, and Contracting. Operating as a centralized function, the role defines digital frameworks and partners with regional teams to localize execution. Key responsibilities include overseeing paid media, social media, CRM, websites/apps, loyalty integration, and digital innovation, with a strong focus on data-driven marketing to enhance customer engagement and drive commercial value. The role also supports specific business goals--footfall for malls, leasing and community building for Residential & Commercial, and B2B presence for Contracting--while managing agency relationships, aligning with group platforms (e.g., Blue Rewards), and upskilling teams on digital best practices to elevate AFRE's brand and long-term growth.
What you will do

• Define and maintain AFRE's overarching digital marketing frameworks to ensure alignment across all business units.
• Collaborate with regional asset teams to localize, implement, and optimize digital strategies aligned to each asset's commercial goals.
• Serve as the digital marketing subject matter expert across AFRE, promoting best practices, upskilling teams, and tracking emerging trends.
• Support the development and execution of AFRE's data and CRM strategies with internal teams and external partners.
• Drive targeted, personalized, and measurable customer engagement initiatives.
• Partner with Blue Rewards to grow the customer database and implement lifecycle marketing programs that increase long-term value.
• Establish CRM reporting frameworks aligned with the Group's customer lifetime value (CLTV) objectives.
• Govern AFRE's social media strategy across platforms, including content guidelines, tone of voice, and platform usage standards.
• Manage relationships with social media agencies to ensure alignment with business goals and continuous performance optimization.
• Track emerging social trends and advise asset teams on adoption opportunities.
• Oversee social media access controls and administration governance.
• Lead project management for redevelopment of AFRE's websites and apps, coordinating across development, IT, SEO, analytics, and marketing.
• Set CMS governance, best practices, and content management guidelines for asset teams.
• Post-launch, drive ongoing optimization through SEO improvements, UX enhancements, and performance analytics.
• Own and manage media agency relationships, guiding regional teams on campaign planning, execution, and optimization.
• Monitor and review media performance, challenging recommendations as needed to align with KPIs.
• Support test-and-learn agendas to drive continuous improvement in paid media efficiency.
• Establish a digital measurement framework with standardized KPIs across all business units.
• Ensure regular reporting, derive actionable insights, and drive continuous performance improvement.
• Promote a data-informed culture within all marketing functions.
• Work with Blue Rewards to enhance loyalty as a tool for both customer retention and acquisition.
• Identify opportunities with regional teams to integrate loyalty into marketing initiatives to encourage repeat engagement and strengthen brand preference.
• Explore and assess new digital tools and technologies that can enhance efficiency, automation, or customer engagement (e.g., AI, digital experience platforms).
• Partner with regional teams to pilot and implement selected innovation initiatives.
• Build strong internal and external relationships, including IT, Finance, PR/Communications, and Group Digitalisation.
• Act as a central point of coordination for digital partner agencies across media, SEO, social, data, and tech.
• Represent online marketing in cross-functional committees and working groups as needed.