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08 Apr 2022

From intern to Brand Experience Manager

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We want to be the place for talent to thrive. An important part of that is supporting our people build the career they want through providing opportunities to continually learn and progress.

Ella Werman has been with Scentre Group for seven years beginning her career with us as an intern before joining the team in a casual Concierge role while studying and progressing to Brand Experience Manager at Westfield Burwood. Ella shares her story to highlight the opportunities within our integrated business for great talent to thrive.

In 2014, thanks to Danii Ashton, I had the opportunity to support the Westfield Warringah Mall Brand Experience team during Christmas, shadowing them and absorbing as much knowledge as I could from those around me.

This practical experience provided me valuable insight into the day-to-day of a Marketing role in our business and inspired me to complete a Bachelor of Commerce at UNSW, double majoring in Marketing and Management.

As I was finishing my internship and beginning my studies, a casual Concierge role was offered to me, and I spent the next three years studying and working part-time at the desk, whilst also supporting the Marketing team.

The Concierge desk is the front line of our business, where we receive customer feedback firsthand. These insights inform everything we do, so it was a fantastic way to learn about our business from the ground up. Even now, I often spend time at the desk because I have such high respect for the team and value the customer insight the role provides.

Although the Concierge position was an opportunity that had come to me rather than one I had actively sought out; I am extremely grateful for this experience as it was a pivotal first step into the business. Then I read a team member’s career journey from Concierge to Centre Manager and realised that building a long-term career at Scentre Group was an option. I felt inspired and driven to achieve a similar career story and decided that I would take matters into my own hands and embrace every opportunity afforded to me.

As I finished my degree, the timing aligned with a series of casual Brand Experience Assistant roles becoming available before I was offered a permanent Brand Experience Executive role. I spent time at Westfield Miranda and Bondi Junction, enjoying every minute and learning a lot.

After a few years, I was ready for a new challenge and grateful when I was offered the opportunity to join the Westfield Plus Australian launch team.

For the first time, I worked in our Sydney Support Office and collaborated with people across the business, from Technology to Data, Insight and Analytics. I spent this time building new connections and learning about another side of our business while drawing on my knowledge of our centres to inform what we were doing.

That year we launched Westfield Plus across our entire Australian Living Centre portfolio. Despite the challenges of COVID and working from home, this role was a career highlight for me. I was proud to be part of the team that won Campaign of The Year and first prize in the Innovation (multi) category at the recent Shopping Centre Council of Australia Award Ceremony for 2021.

Once again, I felt ready to take the next step in my career, this time in becoming a manager. I’m grateful to my now manager for seeing my potential and granting me the opportunity to continue to develop as a Brand Experience Manager at Westfield Burwood.

I hope by sharing my career journey with Scentre Group, it might ignite the same passion and highlight the possibilities for great talent to join and grow with our business because we have so many great opportunities available.

If you’re interested in joining our team and building your career, explore the current opportunities we have available.