Vol. 7, Issue 2, Part F (2025)

This empirical study investigates workforce dynamics and marketing effectiveness in Assam's private financial institutions amidst rapid regional economic development and digital transformation. Analysis of data from 220 employees across Tier-1 cities reveals a predominantly young workforce (68% aged 25-35) exhibiting significant digital skill gaps (mean competency score 3.1/5) and moderate retention challenges (62% report high turnover concerns). Statistical results demonstrate that digital marketing competency and internal branding significantly enhance marketing effectiveness, with employee engagement serving as a critical mediator (β = 0.45, p<0.001; β = 0.37, p<0.01). The study underscores the urgency of integrated workforce strategies combining continuous digital upskilling, performance-linked incentives, and culturally embedded internal branding to sustain competitive advantage. Findings contribute to the theoretical understanding of workforce adaptation within developing regional contexts and offer actionable insights for policymakers and financial institutions aiming to optimize human capital and marketing innovation. By foregrounding Assam's unique socio-economic landscape, the research provides a robust foundation to address employee retention and customer-centric marketing challenges pivotal for the sector’s sustainable growth.