Rochelle Weir
Vancouver,BC
Summary
Global leader in communications, marketing, brand management guest experience, with over two decades of experience across luxury retail, property management and development. Manager of people at all levels with mentoring and coaching as a core skill set. Adept at budget and governance control, providing leadership in high paced, target driven environments and comprehensive reporting to international boards, investors, and stakeholders. Skilled in change and conflict management, crisis PR and brand protection. Well-versed in global stakeholder management and fund raising, leveraging local and international cultural destination insights to enhance place making and overall offer. Strong interpersonal communication skills, dealing with people at all levels.
Overview
22
22
years of professional experience
1
1
Certification
Work History
Brand & Communications Advisory Consultant
Freelance
11.2021 - Current
- Company Overview: Independent consultancy specializing in retail, beauty, property and the charity sector
- Working with companies CEO developed the annual marketing and communications strategy, which included the creation of a new retail chain of independent stores specializing in Antiques, Arts, homewares. All funds raised enhanced the delivery of care to over 800 children
- Worked with the owner of Hair & Beauty Group on their business expansion plan, this included group communications, store design and launch activity
- Developed business & marketing plan for Building management company alongside an events launch plan for property launches
- Provided expert advice on organizational restructuring efforts, leading to enhanced operational efficiencies across client organizations.
- Collaborated with cross-functional teams to ensure seamless project execution and deliverables alignment.
Director (Marketing & Communications) Leadership Team
St James Quarter Edinburgh (SJQ)
01.2020 - 11.2021
- Company Overview: Mixed Use Destination, home to 80 retail units, 45 restaurants, 244 bed W hotel, 75 bed apart hotel, 152 residential apartments, 1500 space car park, 9 event spaces and a boutique cinema
- Part of the senior leadership team, responsible for managing the performance of a £1bn mixed use development with annual footfall exceeding 22m
- Successfully led the curation of the annual communications, marketing and digital strategies in line with the wider business plan and investment aspirations
- Achieved ongoing success at quarterly board & investor reporting with 100% approval rate
- Direct reports internally consisted of a Communication and PR Manager, Digital Marketing Manager, Commercial Manager, Tourism Manager, Events Manager, Events assistant and admin/finance teams
- Led the successful SJQ launch and Royal Visit, with overall responsibility for all media, communications and press
- Headed the operational guest service, marketing and sales strategies, resulting in exceeding footfall and store performance expectations
- Controlled a £2.5m marketing budget and contributed to planning the wider £8m service charge budget
- Nurtured stakeholder relationships with key internal and external partners across the public and private sector
- Board Director for the Retail and Leisure academy, collaborating with various UK and international stakeholders and retailers, ensuring a seamless onboarding process and access to the best-in-class learning
- Worked with the leadership board to enhance training & development initiatives and reward systems for all team members, encouraging positive staff retention and growth
- Developed the SJQ brand ambassador programme across all staff at all levels, ensuring the best in class guest service and in depth understanding of the SJQ brand values and objectives
- Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth.
- Established a culture of continuous improvement by fostering open communication channels and empowering employees to voice their ideas.
- Cultivated a positive work environment that fostered employee engagement, increased retention rates, and boosted overall team morale.
Director of Marketing & Communications B2B/B2C
St James Quarter
10.2016 - 01.2020
- Company Overview: Mixed use development (Build period)
- Senior role within the mixed-use city regeneration project reporting directly to the Managing Director & Investment Board
- Responsible for all project communications, PR and marketing planning
- Contributed to architectural design discussions, ensuring functional and aesthetic alignment with branding, marketing and event objectives
- Oversaw B2B and B2C leasing communications and marketing strategies, successfully integrating them with the broader business goals
- Orchestrated comprehensive brand development and consumer journey planning, leading up to a strategic development launch
- Administered asset management processes, including team reward initiatives, recruitment processes, tendering, procurement, and management of substantial agency appointments for various operational aspects
- Accelerated partnership/stakeholder initiatives, aligning global and local brands to strengthen the project's market presence and community integration
- Tendered/ appointed digital agency roster for online shop, rewards programme and all digital assets across the shopping destination
- Negotiated and executed contracts exceeding £15m for initial launch and subsequent years, ensuring seamless event management and brand promotion
- Oversaw and managed £4m marketing budget during development
- Established a pioneering retail and hospitality training hub, enhancing/raising the industry's perception of the sector and providing substantial development opportunities for partners and stakeholders
- Created programmes for the best in class retail training with partners Fashion Retail Academy, Edinburgh Fashion College and the wider further education providers
- Worked with the wider leasing and development team to enhance Edinburgh's position on the retail rankings
- Developed a strategy for Edinburgh and SJQ to become a ‘real living wage' destination outside of government legislation, with the focus on regearing the tax levy back to retailers to enhance training programmes and improve turnover
- Led the partnership deal to relocate European group ‘Bauer Media' and their local radio and media stations with the objective in amplify project and the active asset communications and promotions for opening
- Mentored junior staff members in best practices for modern marketing and communication techniques, fostering a culture of continuous learning within the organization
- Led a team of marketing professionals to successfully achieve annual KPIs and business objectives
Centre Director
St James Shopping (SJS) Centre & Multrees Walk
02.2004 - 10.2016
- Oversaw a diverse retail and leisure portfolio spanning 650,000 sqft of retail, office, and hotel space in Edinburgh City Centre, anchored by 2 department stores, collectively attracting 15M visitors annually
- Led a multi-disciplinary team covering senior management, operations, soft services, and marketing
- Executed monthly and quarterly updates to the board and stakeholders
- Managed £8m rent roll and an annual operating budget of £3M with annual audits consistently within 2%
- Conducted Role profiling, ranking among the top 10 of Centre Directors in UK & Europe
- Coached/ mentored 5 General Manager/ Senior leaders across the UK and Europe in line with wider business goals
- Acted as a public representative engaging with TV and press outlets
- Annualized marketing planning with ROI reporting and performance review for all expenditure
- Full control of all brand development and PR relations
- Achieved; 30% Increase in footfall – 40% increase in non-rental revenue
- Ahead of development led the closure of the shopping centre, including all store closures and direct employed teams
- Controlled and executed all communications during the closure with internal and external partners and press
Marketing & Events Manager UK & Europe
VisitScotland (Scotland Tourism Company)
11.2002 - 02.2004
- Responsible for the design, promotion and selling over 70 industry and consumer events throughout UK and Europe, focusing on the hotel industry, tourism attractions, Scottish Rugby, Golf and music events
- Coordinated world class tourism award event and launched communications / call for entry to consumer market
- Responsible for procurement and stand builds with budget in excess of £2m
- Country Tourism Group for Scotland
Education
HND -
Marketing And Communications
NC -
Business Studies
ScotlandSkills
- Communications
- Brand Management
- Large Team Leadership
- Turnover performance/ P&L
- Large scale operational leader
- Strategic planning and development
- Change Management
- Project & Business analysis
- Project/Budget management
- Crisis & PR Management
- Industry Expertise
- People Communications
Board Positions
- Essential Edinburgh, Board Director, 2 terms
- Retail & Hospitality Academy, Chairperson and Board Director, 2 terms
- Department of Young Workers (Scottish Government Group), Board Director, 1 term
- REVO (British Council of Retail Shopping Centres) Advisory Board Director, 2 terms
Certification
· Coach and Mentor certificates
· Media and Public Speaking certificates
· Large Event Personal license
· IOSH safety
· Major incident and bomb trained Police Scotland
Timeline
Brand & Communications Advisory Consultant
Freelance
11.2021 - Current
Director (Marketing & Communications) Leadership Team
St James Quarter Edinburgh (SJQ)
01.2020 - 11.2021
Director of Marketing & Communications B2B/B2C
St James Quarter
10.2016 - 01.2020
Centre Director
St James Shopping (SJS) Centre & Multrees Walk
02.2004 - 10.2016
Marketing & Events Manager UK & Europe
VisitScotland (Scotland Tourism Company)
11.2002 - 02.2004
HND -
Marketing And Communications
NC -
Business Studies