Brand Manager

Sowears, a rapidly expanding modest fashion brand with a strong presence in both e-commerce and physical retail, is seeking an experienced Brand Manager to join their Karachi-based team. With eight retail stores and a growing digital footprint, Sowears has cultivated a loyal regional and international customer base through influencer marketing, high-quality products, and community engagement. As the brand moves into its next phase of growth, focusing on premium positioning, offline expansion, and scalable multi-channel marketing, the Brand Manager will play a pivotal role in shaping a culturally relevant and distinctive brand experience across all consumer touchpoints. Reporting to the CEO, COO, and Board, this full-time leadership role demands strategic vision, creative execution, and team leadership to drive Sowears’ brand transformation.

Key Responsibilities

Brand Management:
Lead the continuous evolution of Sowears’ brand strategy, including positioning, personality, values, and communication style to build long-term brand equity. Develop a deep understanding of target consumers through research, cultural trends, and competitive analysis, translating insights into actionable strategies. Maintain brand guidelines and ensure consistent brand expression across e-commerce, retail, social media, influencer marketing, performance marketing, offline activations, and partnerships. Manage the overall marketing channel strategy, budget allocation, and annual brand plan, aligning product launches and commercial priorities with compelling brand stories. Identify and cultivate strategic partnerships to enhance brand visibility and relevance.

Campaign Management:
Oversee end-to-end campaign development and execution, from strategic planning and creative ideation to deployment and post-campaign evaluation. Create annual and seasonal campaign calendars that align with business objectives and consumer insights. Develop compelling campaign concepts that resonate emotionally and differentiate Sowears in the market. Lead creative development and provide direction to internal teams and external agencies, ensuring alignment with brand strategy. Manage integrated channel plans, including social, influencer, performance marketing, retail activations, PR, and partnerships. Establish campaign workflows and governance, drive creative testing, and conduct structured post-campaign reviews to optimize future initiatives.

Reporting & Performance Management:
Own comprehensive reporting frameworks for brand, campaign, channel, and business performance. Define KPIs and measurement criteria to track brand awareness, engagement, campaign effectiveness, and commercial outcomes such as sales uplift and customer acquisition. Analyze data to generate actionable insights and recommendations, supporting data-driven decision-making. Collaborate closely with e-commerce, growth, commercial, and retail teams to evaluate marketing impact and continuously refine strategies. Maintain a repository of consumer insights, campaign learnings, and best practices to inform ongoing improvements.

Team Management:
Build and lead a high-performing marketing team with clear roles, objectives, and KPIs across creative, social, influencer, performance, and growth marketing functions. Foster a culture of strategic thinking, creative excellence, ownership, and collaboration. Hire, mentor, and develop team members while ensuring alignment and effective communication across internal teams and external agencies. Establish SOPs, reporting structures, and governance to drive disciplined execution. Facilitate cross-functional collaboration with retail, e-commerce, product, merchandising, and operations teams to achieve unified brand and business goals.

Required Qualifications

- Bachelor’s degree in Marketing, Business, Communications, or a related field.
- Minimum 8 years of relevant marketing experience, preferably within fashion, lifestyle, or e-commerce brands.
- Proven expertise in offline event execution and influencer marketing management.
- Strong understanding of digital performance marketing and budget management.
- Demonstrated ability to lead teams and deliver strategic marketing initiatives with executional excellence.
- Excellent communication, presentation, organizational, and project management skills.

This role offers an exciting opportunity to lead a dynamic marketing organization and shape the future of a culturally relevant fashion brand poised for significant growth. The Brand Manager will be instrumental in driving Sowears’ brand equity, consumer engagement, and multi-channel marketing success.