MANAGER – BRANDS (CARDS & NON-FUEL RETAIL)

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

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.

• →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.

• 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.

• 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.

• 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.

• 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 https://hrsi.careers-page.com/

Only shortlisted candidates will be contacted.