Bachelor of Business (Tourism), 2010
Promotions Manager, Indooroopilly Shopping Centre
It’s another busy day at Indooroopilly Shopping Centre. Shoppers pass by, bags swinging, blissfully unaware that the girl they just brushed past is the one potentially responsible for their retail frenzy. USC graduate Ali Marshall smiles as she tells us more about her role in retail marketing and how a little ‘window shopping’ through an internship helped her land this exciting job.
What does your job involve?
I develop and deliver centre promotional campaigns and participate in the delivery of national campaigns. This includes liaising with contractors, creative agencies and media contacts. I plan events to engage the community with the centre and I work with the marketing manager to deliver marketing plans with measurable targets. I maintain ongoing relationships with retailers through retailer meetings, services and communications.
What do you enjoy most about your job?
Every day is different. I always have a number of promotions and campaigns at different stages of completion so time management is crucial. It is always nice to finish a promotion and have it rolled out in the centre, looking great and receiving positive responses from our customers and retailers.
What exciting projects are you working on?
I have just launched the winter edition of our quarterly magazine. The magazine is letterbox-dropped locally and advertised throughout the centre with the use of posters, banners and the website. We complement the magazine with a gift-with-purchase promotion for customers spending on fashion.
I am also busy working on a school holiday campaign, fresh branding for the centre and an event for a national campaign. I am also in early planning for the spring magazine and – scary thought – planning for Christmas!
How did you get the job?
When I started study, my original career aspiration was to work in the tourism industry. During my tourism practicum, I did work experience at Sunshine Plaza shopping centre in the marketing department and it was here that I developed a strong interest in retail marketing.
I was offered paid work at Sunshine Plaza as a Marketing Assistant during a busy campaign and then, a position as Assistant Marketing Manager at Indooroopilly Shopping Centre became available. I was interviewed and was offered the role. I have since been promoted to Promotions Manager at Indooroopilly. My new role has a larger position description and workload, but I love every minute of it.
What advice do you have for potential students interested in a career such as yours?
It is essential to gain work experience in your chosen career path. Gaining the hands-on experience to compliment the theory learnt at uni is essential. It can provide you with an upper hand when applying for a position, especially at graduate level.
Did you receive any support during your study?
I received a scholarship which entitled me to a payment each semester. I used this to purchase text books and a laptop. It was reassuring that I had sufficient funds to cover the costs of the text books each semester which were essential to my learning and understanding of the subjects.
What did you enjoy most about study at USC?
USC offers a unique lifestyle in terms of being located on the Sunshine Coast. It was great to finish a lecture and then head to the beach and lay in the sun. I did the majority of my weekly readings whilst relaxing on the beach. There are not many university's that offer that study and lifestyle balance.
I was born and raised on the Sunshine Coast and when it came time to selecting a university, my preferred degree was available at USC. I always knew I would end up starting my career in the city, but for my time at uni I wanted to remain close to family and friends. USC was the perfect choice at that stage of my life.