Head of Marketing - Apparel Retail

About the role

An experienced, vision-driven Head of Marketing is sought for a client of Sperton Pakistan, based in Clifton Block 2, Karachi. The role leads the marketing department of an apparel brand and defines, develops and executes 360-degree marketing strategies that drive brand awareness, customer acquisition, omni-channel foot traffic and revenue growth across physical retail stores and e-commerce.

Key responsibilities

• Formulate and execute annual and seasonal marketing roadmaps for apparel retail and e-commerce.
• Lead strategy, planning and execution of major retail campaigns such as seasonal drops, Eid/holiday sales, Black Friday and new line launches.
• Oversee performance marketing budgets across Meta, Google, TikTok and emerging channels, optimising for ROAS, CAC and LTV.
• Work with retail operations on BTL activations, in-store visual merchandising and local promotions to boost store footfall and conversion.
• Run influencer marketing, affiliate networks and fashion media PR campaigns.
• Drive CRM, loyalty programmes, email/SMS marketing and post-purchase journeys to raise repeat purchases.
• Analyse marketing KPIs, campaign ROI, traffic and customer acquisition costs and report to C-suite leadership.

Required profile

• Minimum 5+ years of progressive marketing experience in an apparel or fashion retail brand.
• Bachelor's or Master's degree in Marketing, Business Administration, Media or a related field.
• Strong leadership, budget management, strategic thinking and creative direction.
• In-depth understanding of fashion cycles, retail calendars, consumer behaviour and apparel trends.

Required skills

• Meta Ads Manager and Google Ads
• GA4
• Shopify and Magento marketing tools
• CRM platforms such as Klaviyo and HubSpot