We are seeking a strategic and creative VP – Executive Manager Brand Marketing 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.
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.
Qualifications & Experience
• 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.
• Strong presentation, leadership, and stakeholder engagement skills
• High digital and design literacy
Job Locations:
Head Office
About MMBL:
Mobilink Microfinance Bank Ltd. is providing banking services to over 48 million registered users including 20+ million monthly active customers across Pakistan. With a hybrid model that combines traditional microfinance with mobile/digital banking technologies, the bank now operates with over 114 branches and 270,000 branchless banking agents and provides a USSD (GSM) based digital channel offering savings, micro enterprise (MSME) loans, small housing loans, remittances, collection (utility bills and loan installments), mobile wallets, insurance, G2P, B2B & B2P payments; thus, playing a leading role in the promotion of financial inclusion.
MMBL is committed to fostering a positive and productive workplace, and our core values reflect this focus. These values include promoting innovation and entrepreneurship, encouraging teamwork and collaboration, and prioritizing a customer-centric approach in all aspects of our business.
Why Join MMBL ?
This is an opportunity for someone who is passionate about making a difference and playing a key role in driving transformative change. Our team is committed to empowering millions with the tools necessary to succeed in the digital age, and we're looking for a talented individual to join us in this endeavor.