Movers and Shakers: Galleria marketing director Rachel Oelke

With "retail in her DNA," Rachel Oelke is overseeing advertising, special events and branding as the new marketing director at Galleria Shopping Center in Edina.

Oelke is working to translate the shopping experience at Galleria, with its mix of international and national brands and local boutiques, into its marketing.

"This building exudes this glamour, this sophistication," Oelke said. "That's something that's exciting to create awareness of, to remind people about all the amazing brands here."

Working at Galleria has other benefits: "I think one of my requirements is I must be able to shop on my lunch break," Oelke said.

She's looking forward to this fall's Galleria openings of Free People, with bohemian-inspired women's clothing; a market-exclusive location of Vineyard Vines, described as "a preppy chain for the whole family"; and a Tory Burch luxury boutique.

Oelke previously was a member of the Mall of America's marketing team, working in trend research, local and national advertising and brand management. Oelke began her career at Marshall Field's, now Macy's, in Minneapolis after earning a bachelor of science degree in communications at St. Cloud State University.

Q: What's your approach to leading Galleria's new branding efforts?

A: I'll be working with some great local designers and local agencies on taking what you feel when you walk through the doors at Galleria and making sure that feel comes through all of our advertising and all of our marketing for consistency. It's reminding people how amazing this place already is but also letting them know about the new and exciting things that are coming.

Q: How does Galleria fit in with growth in shopping online?

A: People want to feel special. They want to enjoy the moment. That's what you can do at Galleria. This is something you can't get from a computer screen. Our store owners and managers have a level of expertise that can't be matched. They know the world of retail and the world of luxury retail and they can help customize a shopper's experience.

Q: What does Galleria offer retailers and other businesses?

A: Being a Galleria retailer is something to be proud of. They definitely take pride in their stores and being part of this Galleria family, which I love. Because it's a smaller property, it's more intimate. The shoppers here are sophisticated consumers, they're knowledgeable in brands and they're looking for that customized experience. That's why it's exciting to be a store here, to be a store manager here because you're getting customers who truly value your opinion and the experience.

TODD NELSON