Brands and Digital Manager

Mobilink Bank; Islamabad; On-site; PKR 1,500,000 - 2,500,000; Full time

Job summary

A leading financial institution in Islamabad is seeking an AVP – Manager Brands. This role involves managing brand campaigns and digital marketing initiatives, ensuring alignment with performance metrics and organizational goals. The ideal candidate should have 4–6 years in brand management and a strong understanding of digital platforms. Join our mission to empower millions with innovative banking solutions.

Qualifications

• 4–6 years in brand management, advertising, or digital marketing.
• Experience in performance marketing is a must.
• Ability to manage multi-touchpoint campaigns.
• Strong knowledge of digital platforms.

Responsibilities

• Support brand planning and execution across channels.
• Manage digital campaign timelines and coordinate across teams.
• Track KPIs and provide post-campaign insights.
• Ensure consistency of brand architecture across platforms.

Skills

Digital performance marketing (Google, Meta, programmatic)

Data-driven decision-making and KPI tracking

Stakeholder engagement & presentation skills

High digital and design literacy

Tools

Google Ads

Meta Business Suite

Programmatic buying

Job description

Overview

Department: Marketing & Communications

Reports To: Head of Marketing & Communications

Bank Grade: AVP

Total Position: 01

Location: Head Office, Islamabad

What is Brands and Digital Manager – MMBL?

We are seeking a creative and digitally fluent AVP – Manager Brands to support brand planning and execution across Mobilink Bank’s ecosystem. This role involves assisting in integrated, insight-led campaigns that connect purpose to performance across ATL, BTL, digital, partnerships, and experience.

The ideal candidate is comfortable managing campaign execution, coordinating with agencies, and reviewing performance dashboards. You’ll contribute to managing the full brand funnel — from awareness to action — with accountability to both long-term equity and short-term KPIs.

What Brands and Digital Manager – MMBL?

Digital Performance Marketing

• Execute paid campaigns across Google, Meta, LinkedIn, Tiktok and programmatic platforms.
• Monitor performance dashboards and optimize campaigns for cost-efficiency (CTR, CPC, CPM, conversions, ROAS).
• Align ATL/BTL campaigns with digital targeting and retargeting strategies for full-funnel conversion.

Campaign Execution & Support

• Manage digital campaign timelines, coordinate across teams, and ensure creative alignment.
• Ideate and create engagement driving social media content
• Track KPIs (awareness, brand lift, engagement, acquisition, usage) and provide post-campaign insights.
• Support the strategy, planning, execution, and reporting of brand campaigns — spanning TV, radio, OOH, PR, activations, digital, influencer, and internal comms.

Brand Strategy & Stewardship

• Ensure consistency of brand architecture and tone of voice across all platforms.
• Partner with agencies and creative teams to deliver storytelling that resonates with Pakistan’s diverse audience.
• Support rebranding initiatives, product launches, purpose-led campaigns, and key calendar moments.

Cross-Functional Collaboration

• Work with Business, Product, CX, and HR to support go-to-market initiatives.
• Collaborate with internal teams to ensure brand alignment with cultural and organizational goals.
• Coordinate with agencies (creative, media, PR, digital) for seamless execution.

What We’re Looking For in Brands and Digital Manager – MMBL

• Experience: 4–6 years in brand management, advertising, or digital marketing. Experience in performance marketing is a must
• Sector Exposure: Experience in at least two of telecom, FMCG, banking, or fintech.
• Ability to manage multi-touchpoint campaigns, balancing brand equity-building with performance-driven execution.
• Strong knowledge of digital platforms (Google Ads, Meta Business Suite, programmatic buying).
• Agency management experience (creative + media + digital).

Key Skills

• Digital performance marketing (Google, Meta, programmatic)
• Data-driven decision-making and KPI tracking
• Stakeholder engagement & presentation skills
• High digital and design literacy. Ability to create engaging content ideas.

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.