Job Description

Exhibition & Event Development

• Identify, source and secure suitable exhibitions, trade shows, consumer fairs, product showcases and themed events for the mall.
• Develop an annual exhibition and events calendar aligned with market trends, seasonal campaigns and the mall's business objectives.
• Build relationships with exhibition organisers, event agencies, furniture brands, retailers, suppliers and other potential partners.
• Propose innovative event concepts that attract target audiences and encourage repeat visits.

Mall Footfall Generation

• Plan and implement exhibitions, promotional campaigns, roadshows, family activities and public events to increase visitor traffic.
• Develop strategies to attract new customer segments and enhance the mall's visibility and market positioning.
• Collaborate with tenants to organise joint promotions, product launches and sales-driven activities.
• Monitor visitor attendance, customer engagement and campaign performance to evaluate effectiveness.

Business Development & Revenue Generation

• Secure event bookings, exhibitors, sponsors and commercial partnerships.
• Generate revenue through exhibition space rental, event packages, sponsorships and other commercial opportunities.
• Negotiate commercial terms with external organisers and business partners to maximise revenue and optimise space utilisation.
• Prepare event proposals, budgets, quotations and business cases for management approval.

Event Planning & Execution

• Manage the complete event lifecycle, from concept development and proposal preparation to setup, execution and post-event evaluation.
• Coordinate event layouts, booth arrangements, contractors, suppliers, logistics, permits and operational requirements.
• Ensure all events comply with mall regulations, safety requirements, approved budgets and company procedures.
• Conduct site inspections and resolve operational issues to ensure smooth event delivery.

Marketing & Partnership Development

• Work closely with the Marketing team to promote exhibitions and events through social media, digital advertising, media partnerships and other relevant channels.
• Explore collaborations with brands, influencers, communities, associations and relevant organisations to expand audience reach.
• Support tenants in participating in mall-wide campaigns and promotional activities.

Performance Monitoring & Reporting

• Track and report exhibition bookings, event revenue, visitor footfall, space utilisation and marketing expenditure.
• Evaluate event return on investment (ROI) and recommend improvements based on performance data.
• Maintain an updated database of event organisers, exhibitors, sponsors and business partners.
• Provide regular progress reports and recommendations to management.

Job Requirements

• Bachelor's Degree or Diploma in Event Management, Marketing, Business Administration or a related field.
• Minimum 5 years of relevant experience in exhibition management, event management, event sales or brand activation, with at least 2–3 years in a managerial or leadership role.
• Proven track record in organising exhibitions or large-scale events and attracting substantial visitor attendance.
• Established network of exhibition organisers, event agencies, exhibitors, sponsors and commercial partners.
• Strong business development, negotiation, sales and relationship management skills.
• Experience in event-space rental, budget management, revenue generation and commercial partnership development.
• Strong project management, communication, presentation and problem-solving skills.
• Commercially minded, creative, proactive and results-oriented, with the ability to develop events that drive mall footfall and generate revenue.
• Willing to work on weekends and public holidays when required for events.
• Experience in shopping mall management, exhibition centres, retail property or furniture and home furnishing exhibitions will be an added advantage.
• Established connections with furniture brands, home improvement businesses, lifestyle brands and relevant trade associations will be an added advantage.
• Proficiency in Mandarin to communicate with Chinese-speaking exhibitors, brands and business partners will be an added advantage.

Skills