MANAGER - BRANDS (CARDS & NON-FUEL RETAIL)

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 Company's 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:

• Master's 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.