Marketing Director Keeps Focus on Customer Experience

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There’s more to a shopping mall than the average shopper might think, and

Brandi Friel has made it her personal mission to go beyond common assumptions in her new role as regional marketing director of Westfield Los Angeles.


She grew up in Philadelphia and started her career at the King of Prussia Mall as an assistant marketing manager, directing the tourism department and becoming the face of the shopping center for local and international visitors.


“I got a crash course in the retail world,” Friel said, “Being a shopper, it’s easy to relate and take personal interest in what you’re presenting.”


Desiring an escape from the snow, Friel learned of an opportunity with Westfield and moved to California to work as marketing coordinator for MainPlace in Orange County. The transition was not only a drastic shift of location, but the markets were completely different. Suddenly, weather was less of a factor and the latest styles lasted for a week versus three months. Friel quickly overcame the culture shock and adapted to Westfield’s world.


“The No. 1 focus is the customer’s experience,” she said. “The philosophy was one I understood.”


She has worked on a number of projects that have revolutionized the image of the mall, from the addition of concierge desks and family lounges to more stylish food courts and assuring that the level of service is consistent.


Friel plans to streamline internal operations and focus on creating programs with non-profits and charities that have a local impact.


“I enjoy my job. The concept of a shopping center is place for people to gather,” she said. “Chances are if they’re shopping they’re in a good mood. There are few places where people can still do that.”


Friel lives in Brentwood and she loves to shop.

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