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. The Department has been in the service of the nation for more than 170 years. During the period, it has evolved dynamically and today is an important link between the Government of India, State Governments and citizens for delivery of postal, communications, social and financial services. Further, the IT Modernization Project and IPPB (India Post Payments Bank) are playing important roles in transforming the identity of the Department of Posts. In the age of globalization, the operating environment and the role of Department of Posts is continuously evolving. Department of Posts has also undertaken social benefit payments, such as MGNREGA and social security pension schemes. In order to meet the new developments and challenges, the services provided by the Department of Posts are being both upgraded, as well as, diversified, and new products and services have also been introduced. The IT 2.0 project is also being implemented in the Department.
2. The Core Banking Solutions (CBS) Project is bringing in facilities of ATM, Internet Banking and Mobile Banking to Post Office Savings Bank (POSB) customers 24x7 along with the facilities of National Electronic Fund Transfer (NEFT) and Real Time Gross Settlement (RTGS).
3 The Department is facing stiff competition and has been impacted by external factors of liberalization, globalization, digitization which have changed the dynamics of the market. Several new services have been introduced and the existing products have been redesigned to effectively compete with other players in the market. Steps have been taken to introduce Information Technology on a large scale, which has strengthened the customer interface at each stage of the value chain and improved delivery of service. The complex e-commerce, cash on delivery, logistics movement of consignments and instant money transfer are some new technology driven services that the Department has recently embarked upon to meet the changing requirements of the public. New opportunities are on the rise from e-commerce and parcel business.
4. At present, there is no cadre of ME in the Department The officials of PA/LSG cadre, assigned the the work relating to marketing of products and services of the Department, are designated as Marketing Executive.
5. In view of the foregoing, a need has been felt to have a separate cadre of Marketing Executives (ME) to effectively market/advertise the products & services of the Department to the existing and prospective customers of the India Posts. Thus, keeping in view the challenges involved in popularizing and marketing the products and services of the Department in the wake of cut-throat competition in today’s environment, a proposal of formation of a separate cadre of Marketing Executives in the Department of Posts is being examined by the Directorate.
6. Draft/tentative nomenclature, structure, selection criteria, duties/responsibilities are proposed as under for the proposed cadre of Marketing Executive in the Department:
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 for each Postal Division (Total Postal Divisions = 471) |
| 2 | Marketing Executive (ME) | Level – 6 | HSG-II | 250 | Around 4 posts for each Postal Region (Total Postal Regions = 54). |
| 3 | Senior Marketing Executive (SME) | Level – 7 | HSG-I | 100 | Around 4 posts for each Postal Circle (Total Postal Circles = 23) |
B. Making the Posts available for this Cadre
The proposed Marketing Executive Cadre will be carved out by taking the posts of LSG/HSG-II/HSG-I from the Postal Operative Line i.e. Postal Assistant (PO) cadre.
C. Selection/Promotional Criteria
| Sl. No. | Post/Grade | Selection/Promotional criteria |
|---|---|---|
| 1 | AME | Postal Assistants, with a Graduate degree, having 3 years’ experience in the PA Grade, shall be eligible for appearing for the LDCE for selection to the post of AME. |
| 2. | ME | AMEs with 6 years’ experience in the Grade shall be eligible for promotion to the Grade of ME. |
| 3 | SME | MEs with 5 years’ experience in the Grade shall be eligible for promotion to the Grade of SME. |
Note 1: Initially the posts shall be filled up through LDCE from equivalent Grades of LSG/HSG-II/HSG-I only from those employees having Graduation degree.
Note 2: Subsequently, vacancies in AME grade would continue to be filled up from eligible PAs through LDCE and ME & SME vacancies would be filled up through DPCs.
D. Duties and Responsibilities
The Duties and Responsibilities of the Marketing Executive Cadre, covering all the Grades i.e. AME, ME and SME would be as follows:
I. Identification of potential customers (including both retail and bulk customers including categorization of customers such as Central Government, State/UT Government, PSU, Private non e-commerce and e-commerce customers etc.) for each of the products and services of the Department viz. POSB, PLI, Parcel, Speed Post, Citizen Centric services etc.
II. Plan, direct and organize advertising as also promotional events for the marketing of the postal products/services.
III. Liaising with State/UT Administration at appropriate level including the District Administration for implementation of new Schemes of upgradation of existing Schemes of the Department.
IV. Conceptualizing, coordinating and executing social media campaigns.
V. Develop and execute social media strategies for enhancing online presence of postal products/services.
VI. Assist in on-ground implementation of social media campaigns by identifying local events, demographic factors etc.
VII. Encourage customers to follow social media pages of the Department of Posts.
VIII. Prepare and submit analytical data and reports with regard to marketing covering customer feedback, intelligent marketing inputs and recommendations.
E. Desirable Qualification
I. Working knowledge of use of Google Analytics, ChatGPT and other Artificial Intelligence (AI) tools, MS Office/Excel/Power Point and marketing platforms such as social media and email marketing tools.
II. Soft and Good verbal and written communication skills in English and Hinde/local/regional language.
7. In view of the above, it is requested to furnish your suggestions / inputs/comments in this regard for further examination of the proposal, latest by 02.07.2025 by return email at pe1sectiondte@gmail.com adgestt1@indiapost.gov.in.
YOUR family signed by
Prabha Sharma
Date: 27-06-2025
09:13:49
(Probna Sharma)
Asstt. Director General (PE-I)
Copy to - with a request to also furnish their suggestions/inputs/comments in this matter:
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).
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