Turning a regional shopping centre
into a social destination.
ERINA FAIR SHOPPING CENTRE
As Marketing Assistant at Erina Fair, I planned and executed marketing campaigns designed to increase visitation, strengthen retailer relationships and position the centre as a destination beyond shopping. This role expanded my experience from digital marketing into large scale experiential marketing, stakeholder management and community engagement.
Approach
I worked across seasonal campaigns, retailer launches, community partnerships and major activations, ensuring every customer touchpoint reflected the centre's brand while supporting commercial objectives. Campaigns were delivered through an integrated approach across social media, digital marketing, in centre experiences and retailer collaboration.
Key Takeaway
This role strengthened my ability to think beyond individual campaigns and understand how marketing, customer experience and commercial performance work together to build a destination brand.
Within my first four weeks in the role I developed and executed the centre’s social media strategy end to end, including content planning, retailer integration, content creation, copywriting, community engagement, reporting and optimisation.
Key results achieved organically:
395,000+ total content views across Facebook and Instagram
262,593 Facebook views (+74.9%)
132,988 Instagram views (+33.9%)
76,418 unique Facebook viewers (+29.1%)
26,100 Instagram accounts reached (+40.3%)
5,500 Instagram content interactions (+194.8%)
1,400 Facebook content interactions (+30.1%)
32,300 Facebook video views (+440.3%)
5 days, 13 hours of watch time (+437.3%)
These results were driven entirely through organic content, strategic retailer partnerships, video first storytelling, community focused content and optimisation based on platform performance insights - entirely managed by myself.
The significant uplift across awareness, engagement and video consumption demonstrates my ability to quickly assess a brand, implement an effective content strategy and deliver measurable growth.
