Job Description

GM MARKETING / CMO

Location Karachi

Department Marketing

Reporting Line Chief Executive Officer – Pakistan

Role Description

The overall purpose of this role is to build organization's marketing function into a genuine strategic engine providing functional and people leadership across brand portfolio strategy, product innovation, digital communication, in-field activation, and marketing ROI, in line with the company's short- and long-term goals.

Core Competency

1. Brand & Portfolio Stewardship

• Building an explicit brand portfolio architecture defining the role, need-state, and price tier of each brand, and making deliberate cannibalization trade-offs rather than managing brands purely at the campaign level.
• Identify and close market share gaps between regions while improving customer acquisition efficiency and cost effectiveness.

1. NPD & Innovation — End-to-End Ownership

• Lead end-to-end product development and innovation processes, from identifying consumer insights and developing concepts and business cases to assessing technical feasibility, supporting product launches, reviewing performance, and making recommendations on product continuation or discontinuation
• Establish and manage a structured product development process, including governance forums and stage-gate reviews, while strengthening organizational capability in product innovation and development.
• Lead innovation initiatives across existing and adjacent categories, identifying growth opportunities in ready-to-drink (RTD), premium and specialty products, health-focused offerings, price-pack architecture, and out-of-home channels.

1. Communication — Digital First

• Leading full-funnel, digital-first communication planning first-party data, creator and commerce ecosystems, and in-house content velocity.
• Treats digital as a performance system with measurable cost-per-incremental-user not an add-on line item in the media plan.

1. In-Field / Guerrilla Marketing

• Building and scaling low-cost, high-frequency in-field/guerrilla marketing and trial mechanics with provable conversion, working hand-in-glove with the Sales function to convert high-volume BTL contact activity into measurable results.

1. Marketing ROI & Revenue Growth Management

• Establish data-driven capabilities to measure and improve marketing ROI, pricing, and promotional effectiveness, enabling informed decision-making and budget optimization.

Other Requirements

• Working closely with senior members of the sales team to develop annual and quarterly commercial plans that achieve value and volume growth in line with short- and long-term strategies.
• Actively participating as a key member of the management/steering team in shaping overall business plans.
• Coaching and counselling the marketing team on their functional and behavioral skill development and building the capability the function.
• Preferred industry FMCG
• Experience 12–18 years in a reputable FMCG organization, with demonstrated end-to-end ownership of brand portfolio strategy and product innovation
• Education MBA – Preferably Marketing