From Retail to Runway: Natasha Gribble Reimagines the Westfield Customer Experience

"I’m standing in what looks like a hole-in-the-wall bar. The room is full of people, their chatter a dull hum against the house tunes being played by the DJ. Suddenly, the velvet curtain behind the bar drops to reveal a runway. I’m in a disused back-of-house corridor at Westfield, Doncaster, about to watch an underground Dion Lee runway show that has been months in the making and I’m having a pinch-me moment, where I can’t believe this is my job. It's the culmination of my work experience to date. It feels like I’ve found my true calling, creating memorable moments that bring brands to life.

My road to this point has been anything but linear. With a business degree from QUT majoring in HR, I’m now the Senior Marketing Manager for the largest Westfield destination in Australia, Westfield Chermside. I joined Westfield almost 13 years ago, in a retail management role. With previous experience in HR for Virgin Airlines and General Operations Management for McDonald’s restaurants, my experience is grounded in market leading brands who are passionate about putting customers at the heart of their ambition. In my time with Westfield, I have had the opportunity to contribute to the success of various centres in Queensland and Victoria. Seven years ago, a defining moment occurred as I transitioned from retail management to a role in marketing. This move opened a whole new world of opportunities, allowing me to apply my expertise and passion in crafting immersive experiences that resonate with our customers.

Marketing a centre, or as we know them, a ‘destination’, is a truly unique proposition.  At Westfield, we take pride in being the custodian of the Westfield brand, ensuring a seamless customer experience while simultaneously offering hundreds of unique retail brands and experiences, all under one roof. Central to identifying the strategic priorities that shape our marketing activities is an innate understanding of our customers. What sets Westfield apart is its versatility: Westfield is for everyone. Our customers have diverse reasons for choosing Westfield as their go-to destination. Some come for simple tasks like picking up a new pair of glasses or grabbing a few groceries for dinner, while others visit to connect with friends or pick the perfect outfit for a special occasion.

At Westfield, our primary focus is on delivering value, enhancing experiences, and providing our customers with compelling reasons to choose us. The key to our success lies in making deliberate and informed choices about where we direct our focus. This means identifying the areas that hold the most significance to our customers and aligning our strategies accordingly. Our dedication to personalisation is at the heart of our approach. Every event, activation, retailer opening, and piece of content is thoughtfully curated to cater to specific customer groups. This level of customisation is made possible by tapping into our comprehensive research platforms informing insightful analytics, customer, and centre performance trends. Our commitment to understanding customers, however, goes beyond data and analysing metrics; it involves immersing ourselves in their world, gaining valuable insights that shape our marketing efforts. By listening to our customers, we build strong relationships that foster loyalty and trust. We believe that genuine connections and meaningful experiences are the foundation of a thriving business. As we continue to embrace innovation and adapt to changing trends, our purpose remains steadfast: to create extraordinary places, connecting and enriching communities.

What sets Westfield apart as a compelling brand, is the dynamic nature of our work. No two days are ever the same, stretching from creating captivating events and activations, to harnessing the potential of digital and social, strategic media placements, analysing retail performance, forging brand partnerships and fostering community engagement: the breadth of our remit is immense.  Yet, amidst this diverse landscape, one singular aspect remains constant – our unwavering focus on the customer. At the heart of everything we do lies a profound understanding of why people make the choices they do. As I reflect on my role in marketing with Westfield, I am deeply convinced that our customer-centric approach is key to our continued success. It drives us to innovate, stay attuned to emerging trends and tailor our strategies to create places where more people come, more often, and for longer.

My diverse professional background has provided me with a unique perspective and deep understanding of what drives successful brands and customer engagement. It is this comprehensive knowledge that has paved the way to my current role as Senior Marketing Manager at Westfield Chermside. So - across this collective experience, what are the most valuable insights I have gained along the way?

Always say yes to a coffee. You never know how or why it could open doors or create valuable connections for the future. Some of the best pieces of work I’ve brought to life started with a coffee. Be open and explore opportunities. You don’t always need to have your next career move planned out. Focus on understanding the work you love rather than what role you want. Surround yourself with the right people. Team is everything. The more you invest in your team and people, the more rewarding it will be, and the more you’ll create the freedom and space to elevate your thinking. In today’s fast-paced world, spending 13 years with one organisation is becoming a rarity, yet every single day continues to unfold with fresh and exciting experiences.

Westfield gave me the platform to realise my true potential by marrying my passion with my expertise. I came for the brand. But now I stay for the people.