The Well
real estate
SeniorManager,Marketing
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“Senior Manager, Marketing at The Well. Skills: brand strategy, marketing strategy, programming, revenue strategy, team leadership. 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”
Industry & Context.
Use analytics and insights to inform strategy, optimize performance and guide investment decisions
What They're Looking For.
Must Have
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 understanding of ROI and data-driven decision-making, Demonstrated experience developing partnerships, sponsorships, or revenue-generating marketing initiatives, 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
Nice to Have
Experience with placemaking, programming, or experiential marketing, Familiarity with specialty leasing, sponsorship sales, or ancillary revenue models
What You'll Do.
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
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
Own programming and events that drive traffic
engagement and placemaking
kiosks and short-term leasing initiatives
Oversee the gift card and tourism programs
programming strategies and high-level floor plans to ensure alignment with brand and asset objectives
Oversee seasonal programs
music and experiential elements
Ensure all initiatives deliver a cohesive
high-quality guest experience while supporting tenant exposure and sales
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
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
agencies and external collaborators
Collaborate closely with leasing
operations and ownership to align priorities and execution
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
accountability and commercial awareness
Oversee resource planning and workload management across multiple initiatives
How You'll Work.
Team & Collaboration
Partner closely with Leasing, Operations, Property Management, tenants, and external partners to align priorities, drive execution and deliver on shared asset and partnership objectives; 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; Coach and develop team members, building capability, accountability and commercial awareness
Process & Methodology
Lead the development and execution of the annual marketing plan and calendar, Oversee resource planning and workload management across multiple initiatives
Full Job Description
## Description The Well The Well is a unique and innovative joint venture between Allied and Riocan. Located at Spadina and Front, The Well brings together three million square feet of retail, office and residential space constructed over 7.7 acres. Through this, The Well sets the stage for meaningful experiences that draw people from down the street and across the globe to eat, shop, work, live and play in Toronto. About Allied Allied is a leading owner-operator of distinctive urban workspace in Canada’s major cities. Our work is grounded in a clear purpose: to provide knowledge-based organizations with distinctive urban environments that support creativity, connectivity and human wellness. Our vision is more expansive. We seek to make a continuous contribution to cities and culture that elevates and inspires the humanity in all of us. This vision informs how we operate, how we design and how we lead. Real estate, for us, is not a passive investment. It is a profoundly human endeavour, one that must promote wellness, sustainability, diversity and creativity—today and for generations to come. Allied is also a place to build a career of consequence. If you are looking for work that is thoughtful, tangible and enduring—work that contributes meaningfully to cities and the people who inhabit them—you will find purpose here. For more information on Allied’s approach to city-building, visit our Insights page. ## 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 tena
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