| Detail | For this role |
|---|---|
| Department | Marketing |
| Level | Senior management |
| Reports to | General Manager Marketing |
| Direct reports | Marketing Manager, Brand Manager, Trade Marketing Manager, Senior Marketing Executive |
| Experience | 12 to 16 years in channel or B2B2C marketing, including 3 to 5 years managing zonal marketing teams |
DGM Marketing job description template
Copy this job description, replace the text in square brackets and post it on your careers page or a job portal.
Job title: DGM Marketing
Department: Marketing
Reports to: General Manager Marketing
Location: [City], [office, branch or site]
About the role
A DGM Marketing, or Deputy General Manager Marketing, runs marketing execution for a product group or a set of zones in companies that use the AGM, DGM and GM grade ladder, such as cement, paints, pipes, tractors and auto components. The DGM deputises for the General Manager Marketing, turns the annual plan into dealer programs, influencer meets, exhibitions and regional campaigns, and makes sure every rupee of the zonal budget shows up in enquiries, visibility and dealer engagement.
Key responsibilities
- Split the annual marketing plan and budget into zone-wise, month-wise activity calendars agreed with the zonal sales heads.
- Plan and run dealer meets, retailer contests and the annual channel partner conference, including themes, venues, awards and costs.
- Run influencer programs for masons, contractors, plumbers, electricians or mechanics, with meet calendars, loyalty points and enrolment targets for each zone.
- Approve regional media plans in local languages across newspapers, radio, outdoor, cinema and digital, and check them against the national brand guidelines.
- Control visibility work such as shop signboards, wall paintings, in-shop branding and van campaigns, with photo proof and sample audits before vendor payment.
- Plan trade fairs and exhibitions, from stall design and product display to lead capture and follow-up by the zonal sales teams.
- Compare scheme and activity spend with the budget in the ERP every month, and stop or shift activities that bring weak enquiry returns.
- Pass competitor pricing, scheme and launch intelligence from the zones to the General Manager Marketing and the product teams.
- Deputise for the General Manager Marketing in reviews and vendor negotiations, and approve vendor bills within delegated financial limits.
- Set monthly activity targets for the managers and executives in the team, and review their work in the field.
Requirements
- MBA or PGDM in Marketing
- An engineering or science degree is an advantage for technical products
- Fluency in the regional languages of the zones handled is an advantage
- 12 to 16 years in channel or B2B2C marketing, including 3 to 5 years managing zonal marketing teams
KRAs and KPIs for a DGM Marketing
Key result areas for the appraisal form, each with a KPI you can measure every month or quarter.
| Key result area | How to measure it |
|---|---|
| Activity calendar delivery | At least 90 percent of planned zonal activities completed in the month they were scheduled |
| Enquiry generation | Enquiries from meets, fairs and regional campaigns at or above each zone's quarterly target |
| Influencer program | Active enrolled influencers per zone at or above target, counting only those with a purchase or meet that quarter |
| Visibility quality | At least 95 percent of audited signboards and wall paintings match the approved design and location |
| Spend discipline | Zonal marketing spend within the approved budget, with audited vendor bills cleared within 30 days |
| Reporting | Monthly marketing MIS shared with the General Manager by the 5th working day |
Skills and tools
Tools used day to day: SAP or Oracle ERP, Dealer management system, Influencer loyalty app, MS Excel and PowerPoint, Power BI, WhatsApp Business for dealer groups.
Reporting line and career path
Next roles: General Manager Marketing, AVP Marketing, Head of Marketing
Interview questions for a DGM Marketing
- How would you decide which zones get more of a fixed BTL budget this year?
- Describe an influencer program you ran for masons, mechanics or electricians. How did you know it worked?
- A vendor has billed for 500 wall paintings, but a sample audit finds problems in a quarter of them. What do you do?
- How do you handle a zonal sales head who wants scheme money instead of brand activity?
- Walk me through planning a stall at a large trade fair, from budget to lead follow-up.
- What goes into the monthly MIS you share with your General Manager?
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Book a free demoSee pricingFrequently asked questions
What does a DGM Marketing do?
A DGM Marketing runs day-to-day marketing execution for a group of zones or product lines. They plan dealer meets, influencer programs, regional media and exhibitions, control the zonal budget, audit visibility work and deputise for the General Manager Marketing. The role is common in companies that sell through dealers and distributors.
Is DGM higher than AGM?
Yes. In the usual Indian grade ladder, Assistant General Manager comes first, then Deputy General Manager, then General Manager. A DGM typically has 12 or more years of experience and leads managers, while an AGM often still runs a function hands-on. Grades differ between companies, so check your own grade master.
Who does a DGM Marketing report to?
A DGM Marketing normally reports to the General Manager Marketing. Where a company has no GM for marketing, the DGM may report to the Head of Marketing or the business head of the division, while working closely with the zonal and national sales heads.