ABOUT EYEWA & THE OPPORTUNITY
Eyewa is the largest and fastest-growing omnichannel eyewear retailer in the Middle East. Since 2017 we've grown from an online store into a regional powerhouse of 150+ owned-and-operated stores across the GCC, backed by a $100M Series C led by General Atlantic and a business that is both profitable and growing at over 50% year-on-year. Our mission is simple and ambitious: make high-quality eyewear accessible to everyone, everywhere.
Egypt is our next frontier — and one of our most exciting. We are building the market from the ground up, and our stores are where the brand comes to life. Every campaign, every product, every promise we make lands in one place: the store floor. The teams you build and the standards you set are what customers will actually experience of Eyewa in Egypt.
This is a rare chance to build a retail network from the very first store — to hire and shape the teams, write the playbook, set the culture, and grow it store by store into something that outperforms. We're looking for a leader who wants to be a major contributor to a real success story, not a bystander to one.
THE ROLE
As Head of Marketing, you own the Eyewa brand in Egypt and the demand that drives the business. Eyewear is fashion and you'll make Eyewa a brand young Egyptians want to be seen in. You'll launch us into the market, build a culturally-fluent brand from zero building on the success achieved in the GCC, run collaborations, agencies and influencers that get us talked about, and influence a performance engine that acquires customers profitably across e-commerce and stores.
KEY RESPONSIBILITIES
Brand, Fashion & Market Launch
- Own the Egypt marketing strategy and annual plan across brand, performance, and retention.
- Launch the Eyewa brand in Egypt — building awareness, desirability, and consideration from a standing start.
- Position Eyewa as a fashion brand, not just an optical one — building style credibility with Gen Z and Millennial consumers.
- Localize the brand for the Egyptian consumer while protecting regional brand consistency with HQ.
- Lead go-to-market for every new store opening, product launch, and campaign.
Trends, Collaborations & Partnerships
- Stay ahead of fashion, culture, and marketing trends in Egypt and globally — spotting what's next and moving on it before competitors do.
- Build and land brand collaborations and partnerships that put Eyewa in the right cultural conversations.
- Own the influencer and creator strategy end-to-end — identifying the right voices, building real relationships, and turning them into measurable growth.
- Select and manage creative, media, and PR agencies — holding them to a high bar on quality, pace, and results.
Growth & Performance Marketing
- Influence customer acquisition profitably in collaboration with Dubai Office— own CAC, ROAS, channel mix, and marketing ROI across paid, organic, and social.
- Build marketing plans that genuinely resonate with Gen Z and Millennial audiences across the channels they actually live on.
- Own the marketing contribution to e-commerce revenue and in-store footfall.
- Test, measure, and scale what works; kill what doesn't — running marketing as a growth engine, not a cost center.
Content & Social
- Lead the content team to produce scroll-stopping, on-trend creative for social, e-commerce, and in-store.
- Build Eyewa's social presence and community in Egypt, with a voice that resonates locally and culturally.
Customer Experience
- Oversee the Cx team — ensuring fast, high-quality service across channels, from pre-purchase questions to post-purchase support.
- Turn customer feedback and service data into better conversion, retention, and loyalty.
Budget & Reporting
- Own the marketing budget with full accountability for spend efficiency and results.
- Report clearly on funnel, channel, and campaign performance to the MD and regional HQ.
WHO YOU ARE
- 7+ years in marketing — fashion, beauty, lifestyle, retail, FMCG, Technology, Consulting or e-commerce. A background in the fashion industry is a strong advantage.
- Genuinely passionate about fashion and style — you follow it, you feel it, and you know what makes a brand cool rather than just visible.
- A trend-spotter with real cultural instincts — you see what's coming in fashion, social, and culture, and you know how to move on it fast.
- Proven at building marketing that lands with Gen Z and Millennial audiences — you understand how they discover, decide, and buy.
- Experienced in brand collaborations and partnerships, and confident managing influencers, creators, and agencies to a high standard.
- Equally strong on brand and performance: you can craft a story that lands and defend a CAC number in the same meeting.
- A builder, not a caretaker — energized by launching something new rather than optimizing what already exists.
- Data-driven and commercially sharp; fluent in marketing analytics, funnel metrics, and budget ownership.
- Ambitious, fast-moving, and hungry for ownership. Fluent Arabic and English.
WHY THIS ROLE
- Launch a beloved regional brand into a brand-new market — and define what it becomes here.
- Build a fashion brand from zero: the collaborations, the creators, the campaigns, the culture — all yours to shape.
- Real budget, real backing, and the autonomy to build the playbook rather than inherit one.
- Direct line to the MD
- The backing of a profitable, fast-growing, well-capitalized regional leader — startup pace without startup fragility.
