Director Brands

PTCL.Official; Islamabad; Hybrid; PKR 7,000,000 - 12,000,000; Full time

Benefits offered by this job

Hybrid work model

6 months maternity leave

30 days paternity leave

Job summary

PTCL Group is seeking a senior brand leader to shape the brand portfolio and drive growth with a clear vision, positioning, and governance. You will steer portfolio strategy and ensure strong brand governance across touchpoints.

Lead brand health, consumer insights, and cross-functional collaboration with agencies and partners to deliver distinctive, effective brand executions. A 12–15 year track record and a Bachelor’s degree are required; MBA is preferred.

Qualifications

• 12–15 years in Brand Management or Marketing.
• Proven leadership in brand portfolio strategy.
• Strong consumer insights and market analysis.
• Experience guiding agencies and partnerships.
• Bachelor's degree; MBA preferred.

Responsibilities

• Define long-term brand strategy and portfolio priorities.
• Lead brand governance and ensure consistent execution.
• Drive brand health tracking and consumer insights.
• Oversee agency, media, and partner relationships.

Skills

Brand Strategy

Portfolio Management

Brand Equity

Consumer Insights

Creative Strategy

Brand Governance

Agency Leadership

Leadership Capability

Education

Bachelor's degree in Marketing/Business

MBA preferred

Job description

ARE YOU READY TO RISE WITH PTCL GROUP

We are not just industry leaders; we are redefining excellence with groundbreaking solutions. PTCL Group stands out in the technology industry with its commitment to high-end innovation and leading the way in delivering integrated ICT and Cellular Network services in Pakistan, all rooted in our journey of Culture Transformation & Change Management.

PTCL Group actively cultivates an inclusive & diverse culture that values and uplifts every individual,

regardless of their gender, social background, religion, belief, or disability

PTCL Group Vision & Values:

With a clear vision to become the largest technology player and champion driving the digital transformation of Pakistan, PTCL Group is guided by a set of our unified core values:

• Be Resilient
• Think Big
• Win Every Battle
• Value Success

IN THIS ROLE YOU WILL:

Lead the strategic direction, management, and growth of the PTCL brand portfolio by developing a clear brand vision, positioning, architecture, and portfolio strategy aligned with business objectives, customer needs, and market dynamics. The role will drive brand differentiation, relevance, and competitiveness through integrated communication strategies, consumer insights, market intelligence, competitive analysis, and brand performance data. The Director will provide strategic leadership to creative and communication agencies, ensure consistent brand governance across relevant touchpoints, and guide the effective prioritization of brand investments to strengthen brand equity, build customer relationships, and contribute to sustainable business growth.

HOW CAN YOU EXPRESS YOUR TALENT:

• Define and lead the long-term brand strategy and annual strategic brand agenda aligned with the business strategy and growth priorities. Establish brand vision, purpose, positioning, propositions and strategic priorities, and ensure the brand strategy evolves with consumer, market, technology and competitive dynamics.
• Lead the strategic management of the brand portfolio, ensuring clear roles, relationships and differentiation across PTCL brand. Define and maintain distinctive positioning and propositions for priority brands and segments while avoiding unnecessary overlap or dilution of brand meaning.
• Own the strategic brand health agenda and establish a robust framework for tracking brand equity, awareness, consideration, preference, TOM, relevance, affinity and other strategic KPIs. Lead the use of consumer research, cultural insights, market intelligence and competitor analysis to determine strategic interventions.
• Set the strategic and creative direction for major brand communication platforms and ensure distinctive, insight-led and culturally relevant expression across relevant channels and touchpoints. Challenge and elevate creative quality and campaign effectiveness.
• Own brand governance, architecture, guidelines and standards, ensuring consistent and distinctive application of the brand across customer and communication touchpoints. Identify strategic gaps in brand experience and influence relevant functions to address them.
• Lead strategic relationships with creative, media, digital, production, PR and other brand partners. Establish expectations, performance standards and governance mechanisms, and guide the prioritisation and utilisation of brand investment in line with strategic priorities. + Build and lead a high-performing brand organisation with clear accountability, strong collaboration and a culture of strategic thinking, creativity and continuous improvement. Develop brand leadership capabilities, succession and talent while acting as senior brand advocate across the organisation.

WHAT YOU NEED TO BE SUCCESSFUL:

Qualification:

Education:

• Bachelor's degree in Marketing, Business Administration, Communications, Media, Advertising or a related field; MBA / Master's degree is preferred.

Experience:

• 12 to 15 years of relevant experience in Brand Management, Marketing or Communications.

Technical Competency:

• Brand Strategy & Portfolio Management
• Brand Equity, Health & Insights
• Creative & Integrated Communication Strategy
• Brand Governance & Experience
• Investment, Agency & Partner Leadership
• Leadership & Organisational Capability

PTCL Group's family-centric policies, offering 6-month maternity and 30-day paternity leave, along with a hybrid work model, redefine the workplace for a balanced and fulfilling career.