‘Think customer, customer, customer’
Sam is responsible for the brand of each centre. Working closely with everyone else on the team and the managers and retailers in each centre, she develops, articulates and promotes each centre so that it attracts large numbers of the target audience. There is nothing stereotypical about Sam, her ideas, or the ways she promotes each retail centre. She understands that everything has to be relevant to the target audience. Nothing will persuade her unless it improves the customer’s experience. ‘increasing footfall is not enough, it needs to send sales figures skywards.’ All her efforts are directed at supporting existing tenants and she involves the store managers in each event. She’s good at finding hidden talent and encouraging the local community and media to get involved.
Before joining Milligan, Sam was marketing manager for the European retail group at Jones Lang LaSalle. Her career also includes three years in the world of FMCG new product development branding.
Email: Samantha@milliganretail.com