For Britni Hensley, directing marketing and business development at St. Louis Premium Outlets in Chesterfield involves balancing the interests of more than 90 stores with the needs of a varied audience. Her responsibilities span digital marketing, tourism, sponsorships, community partnerships and events, with visitors coming from the St. Louis region, elsewhere in the country and abroad.
Hensley, 34, is from Union, Missouri, and previously spent much of her career in higher education serving the St. Louis region. She helped students pursue their goals, developed community partnerships and helped launch Rockwood School District’s Early College Partnership program with St. Louis Community College. She describes her move into marketing and business development as a continuation of her interest in connecting people and creating opportunities.
Her own education includes an Associate of Arts from St. Louis Community College, a Bachelor of Science in Business Administration from the University of Missouri in St. Louis and a Master of Business Administration from Southern Illinois University Edwardsville. Completing Leadership Chesterfield also gave her a deeper appreciation for the community’s businesses, organizations and people.
Among her most meaningful career memories is seeing a student she had mentored graduate after having given that student their first campus tour at St. Louis Community College. In her retail role, another standout experience was her first Black Friday at St. Louis Premium Outlets, which drew more than 30,000 visitors. During the occasion, she accompanied Santa and an elf as they surprised families with gifts.
The holidays are Hensley’s favorite season, and she enjoys seeing families participate in experiences she has helped organize. Watching an event take shape after months of preparation is a particularly rewarding part of the job, she says. Her enthusiasm for Disney also influences her approach, encouraging creativity and attention to the details that make an experience memorable.
Managing the needs of dozens of retailers presents challenges, especially when trying to appeal to different audiences and give each project sufficient attention. Hensley says changing priorities require flexibility, creative thinking and a strong team. Connecting visitors with relevant retailers, activities and opportunities takes coordination across the center’s many brands.
Relationships remain central to how she approaches that work. Hensley says she values kindness, authenticity and a willingness to help, including taking on tasks herself that she would ask of others. Travel, community partnerships, Leadership Chesterfield connections and her family provide inspiration for new ideas and continued learning.
Looking ahead, Hensley wants to strengthen the outlets’ position as a shopping destination while broadening its tourism and community engagement efforts. Her goals include building on existing partnerships, developing opportunities for retailers and local organizations, and bringing additional events and experiences to Chesterfield. She also hopes to continue mentoring others and encouraging them to consider unfamiliar career opportunities.
