MANAGER – BRANDS

Company Overview:

Our Client a Karachi based company seeks to appoint experienced professionals for the following role:

MANAGER BRANDS (CARDS & NON-FUEL RETAIL)

Role Purpose:

Owns the brand agenda for Companys Cards and Non-Fuel Retail category within the Category Brands team. Builds distinctive insight-led brand positioning and go-to-market programs for card products (fleet/corporate prepaid loyalty) and NFR formats (convenience stores food/QSR car care EV charging) driving awareness acquisition and usage through integrated campaigns partner co-branding and forecourt brand experience in step with the Masterbrand and the Cards & NFR business teams.

Key Responsibilities

• Category Brand Strategy Develop and execute the Cards & NFR brand strategy positioning and annual marketing plans aligned with category business targets the Masterbrand architecture and portfolio priorities across Fuels Lubes and Cards/NFR.
• Go-to-Market & Launches Lead end-to-end GTM for new card products loyalty propositions and NFR format/site launches from consumer insight and proposition development through creative media and activation.
• Campaign Management Plan and deliver integrated ATL/BTL/digital campaigns that drive card acquisition activation and usage and NFR footfall and basket growth; brief and manage creative media and digital agencies.
• Co-Branding & Partnerships Govern co-brand identity and joint marketing with banks fintechs QSR chains and NFR partners; ensure partner campaigns and assets comply with Company brand standards and agreed value exchange.
• Retail Brand Experience Shape on-site brand experience signage POSM merchandising and format identity across forecourts and NFR outlets in coordination with retail operations and network teams.
• Insights & Brand Health Commission and apply consumer/shopper research brand health tracking and campaign effectiveness studies to sharpen positioning and optimize spend.
• Budget & Agencies Own the category marketing budget; manage agency scopes evaluations and performance-based contracts in line with procurement policies.
• People & Governance Coach and develop the brand team; ensure all category communication is compliant with legal regulatory and Company requirements; perform additional responsibilities as assigned by management.

Key Performance Indicators:

• Category brand health: awareness consideration and preference scores for card products and NFR formats.
• Campaign contribution: card acquisition/activation/usage uplift and NFR footfall/sales uplift versus targets; campaign ROI.
• Launch delivery: GTM programs executed on time on brief and on budget; partner co-brand compliance.
• Marketing budget utilization and efficiency; brand consistency scores across sites and partner assets.

Key Working Relationships:

Internal: Category Brands team (Fuels Lubes) Cards & NFR business team Retail Operations Corporate Communication & Digital Procurement Legal.

External: Creative media digital and research agencies; bank/fintech and QSR/retail co-brand partners; POSM and activation vendors.

Qualifications & Experience:

• Masters degree (minimum 16 years of education) from an HEC-recognized or reputable foreign university in Marketing Business Administration or a related discipline.
• Minimum 6 7 years of brand/category management experience among which 2 5 years of functional experience in managing a brand or category P&L-linked marketing plan preferably in financial services/cards retail QSR FMCG telecom or energy retail.
• Demonstrated success in product/format launches integrated campaign delivery and co-brand/partner marketing.

Key Competencies:

• Brand strategy positioning and category/portfolio management.
• Go-to-market planning and integrated campaign management (ATL/BTL/digital).
• Co-branding and partner marketing governance.
• Consumer/shopper insight brand health tracking and marketing effectiveness measurement.
• Marketing budget and agency management.
• Cross-functional leadership creativity commercial acumen and executive communication.

Age

• The candidate should preferably be not more than 35 years of age as of the last date of submission of application.

This advertisement is published on 02 October 2026. The last date to apply is 16 October 2026. Candidates who possess the required experience and educational qualifications to undertake this challenging role are encouraged to submit their applications at

Only shortlisted candidates will be contacted.