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 that includes the brand itself. Right now, Eyewa is a household name across the Gulf and a blank canvas in Egypt. Someone is going to introduce this brand to one of the region's largest and youngest consumer markets, define how it looks, sounds, and feels here, and build the demand engine that fills our stores and our carts.

Eyewear is fashion. It's the first thing people notice, and the accessory that defines a look. Egypt's Gen Z and Millennial consumers are style-driven, culturally plugged-in, and impossible to win with generic marketing. Winning them takes taste, instinct, and the right collaborations — not just budget.

That's the challenge on the table. This is a rare chance to launch a proven, well-loved brand in a brand-new market — with real budget, real backing, and the freedom to build it your way. We're looking for a marketer who wants to be a major contributor to a real success story, not a bystander to one.

THE ROLE

As Brand Lead, you’ll be the eyes and ears of Eyewa in Egypt: the person who knows which creators matter, what Gen Z is talking about, where trends are heading, and how to turn local insight into standout brand ideas. You’ll lead local influencer marketing, creative direction, partnerships, social and on-the-ground activations, while working closely with Dubai HQ, which leads regional campaigns, CRM, paid media, and growth. This is a hands-on role with real ownership.

KEY RESPONSIBILITIES

Brand Positioning & Local Market Insight

•Bring Eyewa’s regional brand positioning to life in Egypt, with a distinct local voice, aesthetic, and cultural relevance.

•Stay obsessively close to Egyptian Gen Z and young Millennial culture — fashion, beauty, music, entertainment, campus life, social trends, and emerging communities.

•Turn consumer, competitor, and cultural insights into sharp creative briefs, brand ideas, and local opportunities.

Influencers, Creators & Collaborations

•Build and own Eyewa Egypt’s influencer and creator ecosystem, from rising micro-creators to high-impact talent.

•Identify, negotiate, brief, and manage creators and partners; build authentic long-term relationships, not just one-off paid posts.

•Design influencer-led launches, seeding programs, collaborations, and content moments that drive conversation, reach, and brand desirability.

•Measure creator and collaboration performance, balancing cultural impact with clear commercial outcomes.

Creative, Social & Brand Activations

• Shape locally relevant creative concepts and content for TikTok, Instagram, launches, retail moments, and community activations.

•Brief and manage creative, PR, production, and influencer agencies or freelancers, holding them to a high standard of quality and speed.

•Lead the local brand execution around store openings, pop-ups, product drops, partnerships, and offline experiences.

•Work with regional brand guidelines while knowing when and how to adapt the creative for Egyptian audiences.

Partnership with central HQ

• Act as the local brand partner to HQ marketing teams, contributing Egypt-specific insights, creators, concepts, and execution plans.

• Collaborate on regional campaigns, paid content, CRM, growth, and e-commerce initiatives without owning those central functions.

•Track local brand activity, budgets, timelines, and results; share practical insights and recommendations with the MD and HQ.

WHO YOU ARE

•Around 3-6 years of relevant experience in brand marketing, influencer marketing, creative strategy, or integrated campaigns.

•Experience at a strong creative, social, influencer, or integrated marketing agency is a major advantage; experience in brand-building roles at leading consumer businesses (e.g., L’Oréal, P&G, beauty, fashion, lifestyle, or FMCG) is equally compelling.

• Deeply plugged into Egyptian youth culture and the creator landscape — you know who is gaining traction, why content resonates, and what feels authentic versus forced.

• A rare mix of strategic thinking and creative taste: able to build a thoughtful brand plan and execute the details yourself.

• Demonstrable experience running influencer partnerships, creative campaigns, or brand activations from concept to results.

• Strong agency and stakeholder management skills; commercially aware, resourceful, fast-moving, and comfortable building from zero.

•Fluent Arabic and English, with excellent local cultural fluency and a genuine interest in fashion and style.

WHY THIS ROLE

•Help introduce Eyewa to Egypt and shape how an entirely new generation experiences the brand.

•Own the creators, cultural partnerships, local creative, and brand moments that make Eyewa relevant.

•High visibility with the Egypt MD and close collaboration with an experienced regional marketing team.

•The pace and ownership of a market launch, with the backing of an established, fast-growing regional business