Debra Sherman

Strategic Operational Leadership:

• Demonstrated strategic oversight of just over a 1 million sq. ft. retail mall, overseeing all operational facets including leasing, marketing, security, and financial management
• Managed finances through budget development & capital forecasting, collaborating with cross-functional teams, and strategic planning to exceed financial performance targets
• Managed complex financial reporting to banking stakeholders, maintaining rigorous compliance in line with receivership mandates
• Ensured seamless contract maintenance across security, janitorial, HVAC, landscaping, and fire systems, ensuring optimal service quality and contractual compliance

Leasing and Tenant Relations:

• Drove local leasing initiatives (small business) with a substantial $2 million budget, consistently achieving and surpassing leasing targets
• Streamlined tenant space transitions, optimizing occupancy readiness through effective coordination of utilities, barricades, and signage installations
• Leveraged market insights to generate qualified leads and fostered tenant acquisition and retention strategies for sustained occupancy levels
• Collaborated closely with the construction department to streamline new tenant buildouts, enhancing space readiness and operational efficiency

Leadership and Team Development:

• Led and inspired a high-performing operations, marketing, and leasing team, aligning their goals with the overarching strategic vision of the center
• Successfully led staff development through innovative onboarding processes, spearheading training programs, and managing staff members to drive team performance excellence

Contract and Staff Management:

• Managed a diverse portfolio of contracts totaling $1.7 million, spanning security, janitorial, HVAC, landscaping, and fire systems, maintaining impeccable compliance and service delivery standards
• Directed the training and performance evaluation of security and janitorial staff, ensuring alignment with contractual requirements and service excellence

Relationship Building and Stakeholder Engagement:

• Cultivated robust relationships with tenants, swiftly addressing concerns and proactively resolving issues to drive tenant satisfaction and retention
• Acted as a pivotal liaison across company divisions, facilitating seamless communication and ensuring timely dissemination of critical information to stakeholders
• Engaged actively in community initiatives, building local rapport and forging strong partnerships with key stakeholders and departments

Facilities and Safety Assurance:

• Implemented stringent safety protocols and procedures, ensuring full compliance with regulatory standards and spearheading the development of a Comprehensive Emergency Plan
• Supervised maintenance and mechanical systems, collaborated with contractors, and ensured optimal functioning of security, janitorial, HVAC, and fire systems

Strategic Marketing and Revenue Optimization:

• Spearheaded strategic marketing initiatives, driving revenue growth and enhancing the digital footprint of the center through innovative campaigns and strategies
• Analyzed market trends and dynamics, providing strategic insights to optimize revenue streams and occupancy rates

Marketing

• Primary Liaison: Functioned as the voice of the field, bridging communication between field and corporate partners to ensure alignment and effective collaboration
• Support and Development: Successfully led, mentored, and developed Marketing Directors in events, PR, digital marketing, sponsorship, leasing, and property management across eighteen properties across the portfolio
• Initiative Execution: Led the execution of marketing initiatives, including creating annual budgets and event calendars. Implemented strategic marketing initiatives that drove significant engagement and revenue growth
• Interim Leadership: Stepped in as interim Marketing Director at properties without one, managing digital/grassroots marketing, corporate communications, property requests, and budgets
• Training Development: Created and developed comprehensive training and implementation guides for marketing managers, focusing on event execution and digital strategies

Property Management

• Collaborated with the Regional Vice President to address all property needs, including special projects, budgeting, sponsorship initiatives, development, operations, crisis management, social media management, and legal matters
• Fostered strong partnerships with internal and external stakeholders to drive organizational success
• Platform Expertise: Leveraged WPG platforms such as SNAP, Dealforce, Hubble, Falcon, Emma, Sitefinity, and social media channels to support field operations
• Utilized social media listening tools to monitor and respond to brand mentions, enhancing engagement and brand reputation
• Recruitment and Hiring: Assisted General Managers in the hiring and interviewing of Marketing Directors

Sponsorship/Leasing

• Strategic Collaboration: Partnered with General Managers, Marketing Directors, and Senior Leasing Managers to develop and implement innovative sponsorship and leasing strategies
• Market Analysis: Conducted comprehensive market analysis to identify potential prospects and share opportunities with field and corporate partners
• Event Strategy: Facilitated the ideation and execution of grand openings and tenant support strategies Special

Projects/Development

• Active Participation: Engaged in special projects, property grand openings, and development meetings to contribute to strategic planning and execution across the portfolio
• Event Execution: Played a key role in creating and executing grand opening events and special project initiatives, ensuring successful outcomes and high engagement
• Flawlessly executed high-profile events and special projects, enhancing brand visibility and customer experience

• Marketing and Advertising Leadership
• • Strategic Planning: Developed and executed annual marketing plans and budgets, aligning with corporate objectives and driving significant engagement and revenue growth
• • Advertising Strategies: Crafted and executed dynamic advertising campaigns across social media platforms, negotiating local media buys to amplify brand visibility and engagement
• • Sponsorship Revenue: Secured over $1.5 million in sponsorship and advertising revenue, surpassing goals through strategic positioning, reciprocal buys and experiential marketing
• Sponsorship and Revenue Optimization
• • Revenue Generation: Leveraged property and media assets to maximize sponsorship revenue, achieving nearly $1.5 million through strategic marketing efforts
• • Opportunity Identification: Identified, created, and sold revenue opportunities through strategic positioning of mall assets, media assets, and mall programming, consistently achieving financial sales goals
• • Retailer Engagement: Developed and implemented retailer intensification strategies, promoting platform program opportunities to retailers and securing offers to enhance programming
• Social Media and Digital Growth
• • Social Media Growth: Drove exponential growth of social media channels, increasing fan base on Facebook and Twitter, and enhancing data collection through SMS and email subscribers
• • Promotional Activities: Facilitated promotional activities for retailers, utilizing advanced tools like SNAP and local analytics to tailor strategies and enhance performance
• Event Planning and Execution
• • Event Management: Conceptualized and executed over 180 events annually, ranging from local initiatives to large-scale signature events, resulting in significant engagement and attendance metrics
• • Program Execution: Flawlessly executed all national and regional programs and initiatives at the field level, ensuring alignment with corporate standards
• Visual Merchandising and Media Relations
• • Brand Visibility: Coordinated shopping center visual merchandising, signage, and advertising programs to enhance brand visibility and customer experience
• • Media Relations: Maintained effective media relations by managing media inquiries and preparing responses, ensuring positive media coverage
• Guest Services Management
• • Operational Oversight: Oversaw the management and budget of Guest Services, including hiring, training, and performance monitoring of staff
• • Revenue Growth: Assisted in driving the center's gift card program, increasing revenue and customer engagement

• Managed a $2 million gift card program, consistently exceeding objectives and driving substantial revenue
• Managed vendor and sponsor relationships, ensuring smooth execution through cross-department communication
• Led the strategic planning and execution of Simon Kidgits Club events, resulting in a 120% increase in membership growth
• Collaborated with the Director of Marketing to achieve digital goals
• Managed all aspects of Guest Services, including recruiting, interviewing, hiring, and training Guest Service Representatives

• Event Management: Orchestrated signature events, boosting engagement
• Marketing Programs: Developed and implemented marketing strategies, enhancing brand visibility
• Digital Presence: Managed online presence and provided essential administrative support