Overview

Client: Phipps Plaza
Role: Director of Marketing
Location: Atlanta, GA
Year: 2024
Category: Strategy • Social • Events • PR

As Director of Marketing for Phipps Plaza, a premier luxury mixed-use destination in Atlanta, I led the strategy, planning, and execution of year-round marketing initiatives designed to increase foot traffic, deepen community engagement, and elevate the property’s brand presence.

Programming ranged from large-scale experiential activations to editorial storytelling and community partnerships — all aligned with the property’s luxury positioning.

Scope of Work

• Marketing strategy & campaign planning

• Experiential event programming

• Community & cultural partnerships

• PR strategy & media coordination

• Email marketing & landing pages

• Social media campaign support

• Vendor & partner management
  

Key Initiatives

• Atlanta Ballet Partnership – nonprofit collaboration driving cultural engagement

• Fleurs de Villes floral activation – immersive, photo-driven installation

• 55-Year Anniversary Editorial – featured in Modern Luxury

• Winter Igloo Dining Series – seasonal dining experience with the food hall

• 70+ on-site events throughout the year

Results

• +6.9% YoY increase in foot traffic

• 70+ events executed, welcoming 8,000+ attendees

• 2.5 million social media impressions

• 2,000+ email sign-ups from event landing pages

• 282 press hits generating 2.7+ billion media impressions