People

Lorenza Maiolo, Vicinity Centres

Lorenza Maiolo, Vicinity Centres

The Shopping Centre industry is driven by people. It’s the skills and expertise of the people that manage, develop and evolve shopping centres for their communities that creates this great industry. Shopping Centre News profiles a range of interesting people from the industry each week. This week we speak to Lorenza Maiolo, Marketing Manager at Emporium Melbourne managed by Vicinity Centres who’s busy role involves driving the brand and marketing strategy for one of the busiest shopping centres in Melbourne’s CBD. 

What is your current role and main responsibilities?
Marketing Manager, Emporium Melbourne. Responsible for developing and delivering the centre’s marketing and brand strategy

How did you get in to this industry?
Started fresh out of University in my early 20’s.  My first role was Marketing Assistant at Greensborough Plaza which was part-owned and managed by Lendlease at the time.

Tell us a little bit about your career?
I have always worked in property managing centres, other than a four year break where I left the industry for a Marketing and Sponsorship Management role for an industry association. This  provided a great opportunity to step outside shopping centres, experience the B2B segment and get some exposure and experience in the digital marketing and partnership space which back then wasn’t such a focus in shopping centres.  This role proved to provide me a fantastic professional development opportunity for my return back to shopping centres in 2010.

I absolutely love this industry and very passionate about what I do!

What do you love most about your job?
The diversity that it offers – I thoroughly love developing strategy as well as delivering the tactical execution – this provides a great avenue for me to channel my creativity. Engagement with such a vast array of stakeholders is also another aspect that I love most about my role.

What motivates you?
The sense of achievement when having the opportunity to work on and deliver new projects that sit outside the realm of traditional shopping centre marketing activity. Working with a great team is also an important motivator for me! 

What makes a great Marketing Manager?
Having a creative mind overlaid with strong business acumen.

What do you think makes a successful shopping centre?
A unified, clear brand vision and supporting business strategy that drives all facets of asset management i.e. development, leasing, operations as well as marketing.

Which in your opinion is the best example of a good shopping centre, retail precinct or place?
Emporium Melbourne – Of course!  Additionally, the success of DFO is the perfect example of how a succinct brand vision and asset management strategy can deliver successful outcomes both commercially and for the consumer.

Busy food precinct, Emporium, Melbourne

What advice would you give to someone starting in the industry?
Look to outside the industry for creative inspiration and opportunities. Shopping centres need to be so much more than a place where people go to buy things… it’s all about creating a destination, offering a unique experience  and forming an emotional connection. 

What do you do in your leisure time to de-stress?
I love to shop!!

Do you like shopping?
Absolutely!

What is the single most important quality you need to possess to be in this industry?
The ability to adapt to change!

Melbourne Fashion Week, Emporium Runway

About the author

Shopping Centre News

Shopping Centre News (SCN) is in the ‘information business’, and is perceived as such by its readers. Daily industry news makes shoppingcentrenews.com.au a must-visit as part of the morning routine for those who want to keep right across the latest retail developments and events, while SCN's premium magazine is the leading publication for the shopping centre industry in Australia and New Zealand.

Known as the ‘industry bible’ SCN is printed five times a year with fascinating, in-depth features and important critical analysis written by known industry insiders as well as the popular ‘Guns’ reports, which ranks Australian shopping centre performances. Shopping Centre News is the only publication in the world that features centre statistics on Turnover, Turnover per square metre and Specialty Shop turnover per square metre for every major centre in Australia.

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