The shopping centre industry is driven by people. It’s their vision, expertise, and commitment that shape and evolve our retail environments to meet the needs of vibrant communities. In this special feature from SCN magazine, we speak with seven leading executives working in CBD retail to explore their career paths, insights, and perspectives on the key trends shaping the future of the sector.
In this exclusive Q&A, we spotlight Sara Aiezza, Senior Marketing Manager of Melbourne Central, as she shares her journey and outlook on the evolution of CBD retail.
Tell us about your current role and main responsibilities?
As Senior Marketing Manager for The GPT Group’s Melbourne Central, I lead the brand, communications and campaign strategy for one of Australia’s most iconic retail destinations. My role is all about driving market share, traffic, and sales growth – but equally, it’s about creating experiences that resonate with our customers and community.
Melbourne Central is a must-do destination for both locals and tourists. Our marketing strategy reflects that by putting experience first at the heart of everything we do. From creative concept to execution, I oversee unique, insight-led campaigns across digital and in-centre channels that support our retailers, surprise and delight customers and, ultimately, deliver commercial results.
A key part of my role is understanding and interpreting the ever-evolving motivations of our audience – a vibrant, trend-driven mix of Gen Z and Millennial consumers. I lead analysis across customer segments, market trends, and behavioural insights to ensure our campaigns are not only authentic and relevant, but also influential. It’s this ability to forecast and creatively respond to cultural shifts that underpins our success.
Beyond campaign execution, I also contribute to shaping the strategic direction of the asset by developing the marketing pillars and insights that feed into our annual business plan and working to further support the team to leverage the GPT platform. It’s a role that blends strategy, creativity and commercial acumen – and one I’m incredibly passionate about.
How do you attract and retain high-quality tenants in a competitive CBD market?
Melbourne Central is the most productive shopping centre in Australia – and a destination in its own right. With a dynamic mix of speciality brands, flagship concepts and one-of-a-kind experiences, we’re seen not just as a retail space, but also as a cultural and commercial hub. Just as our customers view Melbourne Central as a must-visit destination, retailers see it as a highly desirable location to launch, grow and showcase their brand.
At the core of our success is a commitment to an insights-driven strategy. Leveraging GPT’s industry-leading research and data, we focus on translating insights into strategic opportunities.
Through ongoing analysis of market share, customer behaviour and emerging trends, we ensure our retail mix stays relevant and engaging. This enables us to curate a distinctive blend of popular high street favourites alongside exclusive brands and concepts unique to Melbourne Central.
But it’s not just about who we attract – it’s also about how we support them. We build genuine, collaborative relationships with our retail partners. Whether it’s a flagship launch or a growth-focused strategy, we tailor bespoke marketing support that aligns with their goals. There’s no one-size-fits-all approach – and that’s a key differentiator in a competitive market.
Our strategic marketing calendar brings this to life, with integrated campaigns across fashion, food, beauty and entertainment. Retailers are invited to co-create unique activations and are actively involved across our owned, earned and paid channels. It’s a true partnership model – one where our tenants feel heard, championed and invested in.
Ultimately, it’s this highly personalised, insights-driven approach that not only attracts best in class retailers but also keeps them growing with us, year after year.
Do you have any career highlights or proudest moments?
Over the past 15 years working across the retail and property sector, I’ve had the privilege of leading marketing strategies for iconic brands and bringing bold ideas to life – but one of my proudest achievements is the creation of the globally recognised Summer in the City campaign at Melbourne Central.
This annual festive campaign has redefined the way we celebrate the holiday season in a CBD retail environment. At its heart is an immersive, large-scale art installation that reimagines the centre’s heritage icons – the Cone and Shot Tower – through the lens of contemporary art. Complemented by an exclusive Holiday Gift Shop, the campaign rewards customers with bespoke gifts and offers a chance to take a piece of the installation home, creating a multi-sensory experience that blends art, commerce and culture.
Summer in the City is a perfect example of what makes Melbourne Central special – a place where creativity meets commercial impact – and it’s this mix that makes working for the asset so inspiring. The campaign has delivered record-breaking traffic and sales, while positioning the centre as a cultural destination that goes beyond retail. It’s a project that exemplifies how meaningful, place-led experiences can drive deep customer connection and brand equity.
We’ve had the pleasure of collaborating with some of Australia’s most renowned artists – from Brolga to Craig & Karl – and in 2025, we’ll take things to the next level by partnering with an international artist for the first time in Australia. It’s a campaign that continues to push boundaries, and I’m incredibly proud to be at the helm of it.
What are some of the trends you are seeing in the industry?
Gamified retail is growing in popularity. Whether it’s blind boxes, digital collectibles or in-store challenges, customers are increasingly drawn to experiences that combine entertainment with reward. These interactive mechanics enhance engagement, incentivise sales and strengthen brand loyalty. When customers put effort into earning their reward, it doesn’t just feel transactional – it feels meaningful.
What do you think are the key ingredients for a successful CBD centre?
In the context of Melbourne CBD, tapping into the city’s growing visitor economy is a key opportunity. At Melbourne Central, we’re focused on cementing our position as a retail and tourist landmark by working closely with partners such as the City of Melbourne and Visit Victoria, to hero our flagship retailers and immersive experiences to both domestic and international audiences.
In a competitive CBD market, it’s not just about what you offer – it’s also about how you make consumers actively want to return.
That means being insight-led, creatively brave and commercially focused. That’s the formula that drives me every day at Melbourne Central and GPT.
This exclusive Q&A forms part of SCN’s Movers & Shakers feature, published in CBD Guns 2025. Subscribe here to access the full digital magazine.
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