Deputy General Manager - Marketing

SECTION I: ROLE INTRODUCTION

Outlines the basic information of the role.

Job Title

Dy. General Manager – Marketing

Reporting To

Marketing Head

Location

Kolkata

Grade/ Level

C2

Job Objective

A two-to-three-line statement outlining the objective or the reason for which the job exists.

Champion marketing operations at Vikram Solar, ensuring brand, demand generation and integrated marketing programs are executed with rigour across B2B and B2C segments. Partner with the Marketing Head on strategic inputs, lead and develop the marketing team, and work closely with Sales, Business Development, Product Technology and Corporate Communications to build the brand, generate demand and accelerate growth.

Key Responsibilities

These responsibilities are representative, and the role holder is also responsible for any other job assigned by the superior authorities from time to time. This section is not intended to be an exhaustive listing of all activities done by the role holder. It should capture only the key responsibilities of the role.

Responsibilities

KPIs

Marketing Operations & Governance

• Drive the annual and quarterly marketing plan, calendar and campaign pipeline, ensuring timely, on-brief execution across internal teams and agencies.
• Set up and run the function’s operating rhythm – review cadences, trackers, MIS and dashboards – giving leadership clear visibility on progress, spends and outcomes.
• Strengthen processes, SOPs, approval workflows and brand governance so that content, collateral and communication are consistent, compliant and delivered on time.
• Manage priority and fast-moving requirements, such as launches, leadership requests, escalations and sensitive matters (with Corporate Communications), with speed and sound judgement.
• Plan and campaign delivery: timelines and brand consistency
• Spend vs approved budgets, ROI on marketing investment, agency performance
• Digital: CPL, lead quality, engagement, MQL – SQL – Conversion
• Pipeline contribution from marketing programs (EPCs, C&I, IPPs, channel, institutional)
• Brand salience / awareness scores across segments
• Quality of MIS and reporting; process adherence

Team engagement, retention and capability building

Feedback from Sales, BD, Product, Corporate Communications and leadership; handling of escalations

Brand & Strategy

• Support the Marketing Head in shaping brand strategy and positioning, translating business strategy, product strengths and competitive advantages into compelling brand propositions.
• Provide strategic inputs on market and competitor trends, segment priorities, annual planning and budgets, and contribute to leadership presentations.
• Build distinctive brand salience across B2B, B2C, institutional and channel audiences.
• Build a strong content ecosystem across digital, social, corporate and business channels.

Integrated Marketing & Campaigns

Lead end-to-end integrated marketing campaigns across TV, CTV, digital, social, print, radio, OOH, events, trade shows and on-ground activations, translating customer/market insights into impactful communication and measurable business outcomes.

Partner with creative, media and digital agencies to deliver high-impact campaigns and brand platforms, ensuring strong execution, brand consistency, timely delivery and effective utilisation of marketing investments.

Digital & Demand Generation

• Drive the digital marketing agenda across LinkedIn, Meta, Google and other relevant platforms.
• Build digital programs that deliver both brand awareness and measurable business leads.
• Own the marketing funnel from awareness to lead generation (MQL – SQL – Conversion).
• Strengthen marketing automation, CRM and digital customer journeys.
• Use data and analytics to continuously improve campaign performance, CPL, lead quality, engagement and conversion.
• Establish clear KPIs for brand, digital, demand generation and campaign effectiveness.

Business Growth

• Develop marketing programs for key segments including EPCs, C&I customers, IPPs, developers, channel partners, institutional customers and other strategic accounts.
• Partner with business teams to understand market opportunities, customer needs and competitive dynamics.
• Develop account-based marketing and targeted demand-generation programs for priority markets and customers.
• Build marketing interventions that contribute directly to pipeline creation and business growth.
• Partner with Product, Sales and Business teams on product launches and go-to-market programs.

Agency & Budget Management

• Lead agency briefing, evaluation, negotiation and performance management.
• Manage marketing spends efficiently, tracking against approved budgets, flagging variances early and ensuring strong ROI from investments.
• Support annual marketing planning, budgeting and allocation across channels and initiatives.
• SECTION II: ROLE PROFILE REQUIREMENTS
• Minimum qualifications essential to execute the role.

Education

Graduate in any discipline; MBA / PGDM in Marketing (or equivalent) from a reputed institute preferred.

Experience

• Minimum 15 years of relevant experience in marketing, brand, digital, demand generation or integrated marketing, including at least 3-5 years in a senior role leading a team.
• Proven experience managing integrated campaigns across multiple channels and running marketing operations at scale – planning, budgets, governance and reporting.
• Strong exposure to Brand, Media, digital marketing and performance marketing.
• Experience working with senior stakeholders and cross-functional teams, including handling high-pressure and time-critical situations.
• Experience managing agencies and significant marketing budgets.

Competencies

CORE COMPETENCIES

LEADERSHIP/ BEHAVIORAL COMPETENCIES

Brand Strategy & Positioning

Integrated & Digital Marketing

Demand Generation & Performance Marketing

Marketing Analytics & Automation

Agency & Budget Management

Marketing Operations & Process Excellence

• Strategic thinking with a strong execution orientation
• People leadership – ability to build, coach and inspire teams
• Composure and sound decision-making under pressure
• Cross-functional collaboration with Sales, Business Development, Product and Corporate Communications
• Stakeholder management with senior leadership
• Commercial mindset, ownership and accountability
• Ability to operate across B2B and B2C environments