On a roll: Drew Sheinman

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Drew Sheinman, 43, last month was named president of Simon Brand Ventures, New York, the marketing organization for Indianapolis-based Simon Property Group's 180 malls. Previously, he served as director of marketing for Coca-Cola Co. and VP-marketing for the New York Mets.

Hot topic: The Simon Live Media Network, coming later this year to 100 of our malls. We envision Simon-themed entertainment and promotion events giving marketers a new way to reach consumers in the "town square" setting of our malls.

Motivation: It's not enough simply to provide malls. Consumers need to know the brand behind the mall, to differentiate us from competitors.

Edge: Malls are more important than ever in one-to-one marketing. The Internet is the best thing that ever happened to us; it brings people out of their houses to reconnect with others. Also, our site (shopsimon.com) is driving Internet users to our malls.

Fact: Simon's malls account for 2 billion total consumer visits each year and 100 million unique visitors. Our mission is to convert foot traffic to relationships.

Game plan: Simon plans to use interactive technology to provide information on-site and online about mall promotions, events and retailer activities.

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