Social Media & Brand Manager

Location: Karachi (Hybrid) | Full-Time About Us: Threads and Motifs is a premium women's fashion brand with 20 retail stores across Pakistan and an international e-commerce presence. We sit at the intersection of elevated South Asian design and modern wearability rooted in Pakistani craft. Our customers are women in Pakistan and across the diaspora in the UK, US, Canada, and UAE who want to dress beautifully without compromise. The Role: We're looking for a Social Media & Brand Manager who can own our digital brand presence end-to-end. This is not a "post three times a week and reply to comments" role. You will be responsible for building a coherent brand voice, driving a content strategy that converts, and growing an engaged audience across Instagram, TikTok, and beyond. You'll work closely with our content creator and performance marketing team, and report directly to the founder. What You'll Own: Instagram, TikTok, and Pinterest strategy and calendar (monthly planning, weekly execution) Brand voice across all channels — captions, email copy, product descriptions, campaign language Community management: replies, DMs, story engagement — every touchpoint must feel premium Influencer and creator relationships: identify, brief, and manage micro-influencer collaborations targeting the diaspora market Seasonal campaign planning: Eid, wedding season, Black Friday, new collection launches Monthly analytics reporting: reach, engagement, conversion attribution from organic social Coordination with performance marketer to align organic and paid content What We're Looking For: 3–5 years in social media or brand management, ideally in fashion, lifestyle, or luxury Strong aesthetic sensibility — you know the difference between a premium brand's Instagram and a discount brand's Instagram, and you never confuse the two Familiarity with the South Asian fashion market and diaspora audience. You understand why a customer in London buys differently than one in Lahore Copywriting ability in English (Urdu a strong plus) Experience briefing and managing content creators, not just scheduling posts Comfortable with Instagram Insights, Meta Business Suite, and basic performance metrics References from previous brand work — we will look at the accounts you've managed Bonus Points: Experience managing e-commerce brands with Shopify Familiarity with Klaviyo or email marketing Understanding of how organic social feeds into paid performance (we run Meta catalogue ads at significant scale) Compensation: Competitive, based on experience.