Simon, a global leader in the ownership of premier shopping, dining, entertainment and mixed-use destinations, has named Charlotte native Sarah Berthold as the new director of marketing and business development at Concord Mills. The center is North Carolina’s largest family-friendly destination for shopping and entertainment and features over 200 brands, including Michael Kors Outlet, H&M, Banana Republic Factory Store, Coach, LEGO Brand Retail Store and the only Bass Pro Shops Outdoor World in the state.

In her new role, Berthold will be responsible for the center’s overall strategic marketing direction, including advertising, tourism marketing, retailer promotions, public relations and the execution of community events. Her efforts will include a focus on driving families and shoppers to enjoy the shopping, dining and entertainment options Concord Mills offers.  

Berthold brings over ten years of Simon experience to Concord Mills, having previously served as the director of marketing and business development for Cordova Mall and Coconut Point – both located in Florida. She has also earned experience by serving as an interim director of marketing and business development for various Simon Mills centers. She began her career with Simon at Concord Mills as the assistant manager of mall marketing.

A University of North Carolina at Charlotte graduate, Berthold received her B.S. in business administration with a focus in marketing. She also holds a minor in public relations.