Formation of Separate cadre of Marketing Executives in Department of Posts

Creation of ME Posts(Marketing Executives) in India Posts

No. Q-25/16/2025-PE-I-DOP

Government of India

Ministry of Communications

Department of Posts

(PE-I Section)

Dak Bhavan, Sansad Marg,

New Delhi. Dated: June 27, 2025

To

All Head of Circles,

Subject: Proposal of formation of a separate cadre of Marketing Executives in the Department of Posts.

Sir,

The Department of Posts, with its network of around 1,65,000 Post Offices, is the largest postal network in the world. It has evolved dynamically over 170 years, serving as a critical link between the Government of India, State Governments, and citizens. The Department is undergoing modernization through initiatives like the IT Modernization Project, IPPB, and IT 2.0, and has expanded its services to include social benefit payments (e.g., MGNREGA, pension schemes) and financial services like Core Banking Solutions (CBS), ATM, Internet Banking, and Mobile Banking.

In the face of stiff competition due to liberalization, globalization, and digitization, the Department has introduced new services like e-commerce, cash on delivery, logistics, and instant money transfer. Currently, marketing tasks are handled by officials from the PA/LSG cadre, designated as Marketing Executives. However, a need has been identified to create a separate cadre of Marketing Executives (ME) to effectively promote the Department's products and services.

Proposed Structure and Details:

A. Nomenclature and Structure

S. No.	Proposed Nomenclature	Proposed Pay Level	Equivalent to	Number of Posts	Remarks
1	Assistant Marketing Executive (AME)	Level -5	LSG	1000	Around 2 posts per Postal Division (Total Divisions = 471)
2	Marketing Executive (ME)	Level – 6	HSG-II	250	Around 4 posts per Postal Region (Total Regions = 54)
3	Senior Marketing Executive (SME)	Level – 7	HSG-I	100	Around 4 posts per Postal Circle (Total Circles = 23)

B. Making the Posts Available

The ME Cadre will be created by reallocating posts from the LSG/HSG-II/HSG-I grades of the Postal Operative Line (Postal Assistant cadre).

C. Selection/Promotional Criteria

Sl. No.	Post/Grade	Selection/Promotional Criteria
1	AME	Postal Assistants with a Graduate degree and 3 years’ experience in PA Grade can appear for LDCE.
2	ME	AMEs with 6 years’ experience in the grade are eligible for promotion.
3	SME	MEs with 5 years’ experience in the grade are eligible for promotion.

Note 1: Initial posts will be filled through LDCE from LSG/HSG-II/HSG-I grades, limited to employees with a Graduation degree.

Note 2: Subsequent vacancies in AME will be filled via LDCE, while ME and SME vacancies will be filled through DPCs.

D. Duties and Responsibilities

1. Identify potential customers (retail, bulk, government, e-commerce, etc.) for postal products/services.
2. Plan and execute advertising and promotional events.
3. Liaise with State/UT and District Administrations for scheme implementation.
4. Conceptualize and manage social media campaigns.
5. Develop strategies to enhance online presence.
6. Assist in on-ground implementation of campaigns.
7. Encourage customers to follow Department’s social media pages.
8. Prepare analytical reports on marketing performance and customer feedback.

E. Desirable Qualifications

1. Proficiency in Google Analytics, ChatGPT, AI tools, MS Office, and marketing platforms.
2. Strong verbal and written communication skills in English and Hindi/regional languages.

All Heads of Circles and designated officers (e.g., CGM Parcel, CGM BD, DDG Marketing) are requested to provide suggestions/inputs/comments by 02.07.2025 via email to pe1sectiondte@gmail.com or adgestt1@indiapost.gov.in.

Yours faithfully,

Prabha Sharma
Date: 27-06-2025
09:13:49
(Prabha Sharma)

Asstt. Director General (PE-I)

Copy to:

1. CGM (Parcel), Parcel Directorate.
2. CGM (BD), BD Directorate.
3. CGM (PLI), PLI Directorate.
4. DDG (Marketing).
5. DDG (FS).
6. DDG (Personnel).
7. DDG (RB & Planning).