Head of Marketing

Head of Marketing

Location: Karachi, Pakistan

Department: Marketing

Reports to: CEO, COO & Board

Type: Full Time | Leadership Role

About Sowears

Sowears is a fast-growing modest fashion brand operating across e-commerce and physical retail. With eight retail stores and a rapidly scaling digital presence, Sowears has built a loyal regional and international customer base through strong influencer marketing, product quality, and community-driven engagement.

As the brand evolves, Sowears is entering its next phase of structured, institutional brand building. The company is investing in deeper offline presence, premium brand positioning, disciplined marketing strategy, and scalable multi-channel growth.

We are seeking a high-caliber Head of Marketing to lead this transformation and institutionalize our marketing function.

Role Overview

The Head of Marketing will be responsible for the end-to-end marketing strategy and execution across offline brand building, influencer marketing, and performance marketing.

This role is both strategic and executional. The candidate must independently drive marketing initiatives with minimal supervision while building structured processes, managing internal teams, and delivering measurable growth.

Approximately:

• 50% Offline events, collaborations, activations, store/product launches events, etc.
• 20% to 25% Brand building strategy and positioning
• 15% Influencer marketing leadership
• 15% Performance marketing leadership

Key Responsibilities

1. Offline Brand Building & Events Leadership – Approximately 50%

Own and execute all offline marketing initiatives across markets.

Responsibilities include:

• Plan and execute regular on-ground brand activations
• Identify and secure collaborations with complementary brands and communities
• Lead participation in exhibitions, festivals, trade events, and fashion showcases
• Conceptualize and execute pop-ups and experiential marketing initiatives
• Develop annual offline activation calendar with budget and ROI tracking
• Build structured SOPs for event execution and post event reporting
• Lead all store launch marketing including:

o PR and influencer invite management

o Launch day event planning and execution

o Visual merchandising alignment

o Customer engagement activities

• Measure impact of offline campaigns on brand awareness, store traffic, and sales uplift
• Build partnerships with mall operators, event agencies, and PR networks

The candidate must be capable of independently delivering professional, premium, well-organized events aligned with Sowears’ brand identity.

2. Strategic Brand Building – Approximately 20% to 25%

Elevate Sowears from a fast-growing brand to a structured, premium, regional fashion brand.

Responsibilities include:

• Define and refine brand positioning and messaging
• Develop brand book and marketing guidelines
• Ensure consistency across online, offline, and retail channels
• Lead campaign conceptualization for major seasonal collections
• Align product launches with storytelling and strategic communication
• Build long term brand equity roadmap
• Strengthen community engagement initiatives
• Establish brand KPIs such as awareness, recall, engagement, and brand perception

This role requires a strong understanding of fashion brand architecture and consumer psychology in modest fashion markets.

3. Influencer Marketing Leadership – Approximately 15%

Sowears has grown significantly through influencer marketing. This function must now be institutionalized.

Responsibilities include:

• Lead and manage the influencer marketing team
• Develop structured influencer strategy across local and international markets
• Build tiered influencer framework including celebrity, macro, mid, and micro creators
• Ensure ROI tracking and performance evaluation of influencer campaigns
• Manage long term brand ambassador relationships
• Negotiate contracts and collaboration structures
• Align influencer campaigns with brand positioning
• Explore international influencer expansion strategy

The candidate must bring experience in scaling influencer marketing in a structured and ROI driven manner.

4. Performance Marketing Oversight – Approximately 15%

While an in house team handles day to day execution, the Head of Marketing will provide strategic direction and leadership.

Responsibilities include:

• Oversee Meta, Google, TikTok, and other paid channels
• Review performance metrics including CAC, ROAS, LTV, and conversion rates
• Align performance marketing with brand campaigns and launches
• Optimize media budget allocation across markets
• Ensure structured reporting cadence and performance dashboards
• Drive experimentation and creative testing framework
• Improve attribution modelling and funnel optimization

The candidate must understand performance marketing deeply enough to lead, challenge, and elevate the team.

Leadership Responsibilities

• Build and lead a high performance marketing organization
• Set monthly, quarterly and annual marketing targets
• Manage marketing budgets with financial discipline
• Establish SOPs, reporting frameworks, and KPI tracking
• Hire, mentor, and develop team members
• Present marketing performance to CEO and leadership team
• Drive cross functional alignment with retail, e-commerce, product, and operations teams

Required Qualifications

• Bachelor’s degree in Marketing, Business, Communications, or related field
• Minimum 8 years of relevant marketing experience
• Proven experience in fashion, lifestyle, or e-commerce brand
• Strong offline event execution background
• Demonstrated experience in influencer marketing management
• Strong understanding of digital performance marketing
• Experience managing teams and marketing budgets
• Strategic thinker with execution excellence
• Excellent communication and presentation skills
• Strong organizational and project management skills

Preferred Qualifications

• Experience in fashion or regional fashion brands or experience in related tech startups
• Experience operating in Pakistan or International markets
• Prior experience managing both retail and/or e-commerce marketing
• Experience building brand from growth phase to institutional stage

Compensation & Benefits

• Attractive and competitive salary package
• Annual performance bonus
• Employee Share Option Scheme participation with meaningful allocation
• Medical insurance for employee and immediate family
• Standard statutory benefits as per Pakistan labor law
• Opportunity to build and lead a regional fashion brand

Application Question(s):

• Do you have at least 8 years of leading marketing function, including time spent at a fashion, lifestyle, retail, or e-commerce brand?
• Have you independently planned and executed offline marketing initiatives such as brand activations, exhibitions, store launches, or events?
• Do you have experience building and managing influencer marketing strategies and teams?
• Are you available to work from SITE Area HQ, Karachi and travel frequently for store launches, events, and brand activations across Pakistan?
• Have you previously worked with a fashion, fashion, or lifestyle brand in Pakistan?
• Do you hold a Bachelor's degree in Marketing, Business, Communications, or a related field?
• Have you directly managed a marketing team of at least 4 people?

Work Location: In person