Deputy General Manager, Marketing - NMIPL

Key Responsibilities:

Performance Marketing (Offline and Online)

• Lead end-to-end digital performance campaigns to drive vehicle inquiries, test drive bookings, showroom visits, and online lead conversions.
• Optimize Offline and online campaigns across channels: Print, OOH, Radion, Digital à Google Search & Display, Meta, YouTube, programmatic platforms, auto portals, and affiliate networks.
• Collaborate with the product and sales teams to align campaigns with model launches, price changes, offers, and city-level targets.
• Plan and review monthly BTL activations with dealers across India
• Develop and manage landing pages and lead funnels in coordination with the web team.
• Implement CRM integrations, lead scoring, and attribution models to improve conversion quality and reduce cost-per-lead (CPL).
• Monitor and report digital performance KPIs – impressions, CTR, CPL, CPQL, ROAS, and showroom visit attribution.

BTL Events & On-Ground Activations

• Strategically plan and execute BTL campaigns including with dealers:
  • Roadshows
  • RWA (Residential Welfare Associations) activations
  • Corporate park test drives
  • Mall and transit activations
  • Auto expos and regional fairs
• Coordinate with dealers and regional sales teams to localize BTL efforts for maximum lead capture and engagement.
• Develop standard operating procedures (SOPs) for pan-India activations to maintain quality and brand consistency.
• Partner with creative and fabrication agencies for high-quality, immersive on-ground setups.
• Track and measure the effectiveness of BTL initiatives – leads generated, test drives booked, footfall, and conversions.

Leadership & Strategic Alignment

• Lead a team of digital marketer and BTL manager; build capabilities through ongoing training and vendor partnerships.
• Manage agency relationships, marketing budgets, and ROI accountability.
• Liaise with sales heads, zonal managers, and product marketing to ensure alignment of objectives.
• Present monthly performance dashboards to senior leadership, with strategic insights and forward-looking recommendations.

Key Requirements:

• Minimum 14 years of experience in marketing roles, preferably with exposure to both digital and field-level marketing in the automotive industry.
• Strong understanding of the consumer buying journey in automotive – from awareness to consideration, test drive, and conversion.
• Proven expertise in managing high-budget digital campaigns and dealer-level BTL activities.
• Hands-on with Google Ads, Meta Business Suite, GA4, CRM tools (Salesforce etc.), and lead management platforms.
• Excellent negotiation and vendor management skills.
• Analytical mindset with strong problem-solving skills and attention to data-driven decision-making.

Preferred Qualifications:

• MBA in Marketing, Automotive Management, or related field.
• Certification in digital marketing platforms (Google, Meta, HubSpot, etc.).
• Experience in launching new vehicles or managing zonal marketing activities is a plus.
• Familiarity with dealer networks and regional marketing dynamics.