Executive Manager Brands

Department: Marketing & Communications

Reports To: Head of Marketing & Communications

Bank Grade: VP

Total Position: 01

Location: Head Office, Islamabad

What is Executive Manager Brands - MMBL?

We are seeking a strategic and creative VP – Senior Brand Manager to lead holistic brand planning and execution across Mobilink Bank’s ecosystem. This role involves leading integrated, insight-led campaigns that connect purpose to performance across ATL, BTL, digital, partnerships, and experience.

The ideal candidate is as comfortable leading a creative brief for a national brand campaign as they are reviewing performance dashboards or aligning internal stakeholders. You’ll be responsible for managing the full brand funnel — from awareness to action — with accountability to both long-term equity and short-term KPIs.

What Executive Manager Brands - MMBL Does?

End-to-End Campaign Ownership

• Lead the strategy, planning, execution, and post-analysis of brand campaigns — spanning TV, radio, OOH, PR, activations, digital, influencer, and internal comms.
• Develop and champion integrated campaign frameworks that drive consistency and impact across multiple customer touchpoints.
• Build clear KPIs for each campaign (awareness, brand lift, engagement, acquisition, usage) and ensure measurement, optimization, and reporting across all channels.

Brand Strategy & Stewardship

• Own the brand architecture and tone of voice across platforms.
• Partner with agencies and creative teams to craft storytelling that resonates with Pakistan’s diverse audience — from urban millennials to rural microentrepreneurs.
• Lead rebranding initiatives, product launches, purpose-led campaigns, and key calendar moments

Performance & Growth Alignment

• While being brand-first, be data-literate and outcome-oriented — ensuring campaigns tie back to core business metrics (e.g., account openings, digital usage, customer retention).
• Collaborate with stakeholders to align ATL/BTL with digital retargeting and full-funnel conversion efforts.

Cross-Functional Collaboration

• Work closely with Business, Product, CX, and HR to support go-to-market initiatives and cultural alignment.
• Champion a marketing mindset across the organization and enable teams to see the brand as a strategic driver, not just a communication function.

What are we looking for and what does it require to be Executive Manager Brands - MMBL?

• 5–8 years of experience in brand management, advertising, or integrated marketing roles.
• Experience in at least two of the following sectors: telecom , FMCG , banking , or fintech .
• Proven ability to lead large-scale, multi-touchpoint campaigns from brand equity-building to lead generation.
• Strong grasp of brand KPIs and performance metrics, with a mindset for continuous optimization.
• Agency management experience essential (creative, media, PR, production, digital).

Key Skills

• Strategic planning and brand architecture
• Integrated campaign development
• Creative briefing and evaluation
• Insight and data-driven decision-making
• Strong presentation, leadership, and stakeholder engagement skills
• High digital and design literacy

About MMBL:

Mobilink Microfinance Bank Ltd. (MMBL) is a leading financial institution providing comprehensive banking services to over 48 million registered users, including more than 20+ million monthly active customers across Pakistan. Leveraging a hybrid model that integrates traditional microfinance with cutting-edge mobile and digital banking technologies, MMBL operates with a robust network of over 114 branches and 270,000+ branchless banking agents.

The bank offers a wide array of financial services through a USSD (GSM) based digital platform, including savings accounts, microenterprise (MSME) loans, small housing loans, remittances, utility bill and loan installment collections, mobile wallets, insurance, G2P, B2B, and B2P payments. These services position MMBL as a key player in advancing financial inclusion across the country.

At MMBL, fostering a positive, equal and productive workplace is a priority, underpinned by core values that emphasize innovation, entrepreneurship, teamwork, collaboration, and a steadfast commitment to a customer-centric approach in every aspect of our business.

Why Join MMBL ?

This position offers a unique opportunity for a self-driven, professional and passionate individual to create a meaningful impact and driving transformative change. As part of our team, you will contribute to empowering millions with the tools and resources needed to thrive in the digital age. We are seeking a talented individual eager to make a difference and play a pivotal role in our mission of innovation and progress.