In the dynamic world of marketing, it takes a remarkable individual to stand out and consistently deliver exceptional results. One such visionary marketeer is Pancham Lillaney, the Chief Marketing Officer (CMO) of K Raheja Corp, a distinguished real estate development company. With over two decades of experience spanning various industries, Pancham has amassed a wealth of expertise and a proven track record of success in the industry.

Pancham brings a wealth of prior industry experience to the table, having held key marketing positions in renowned organizations. As a marketeer in the retail, real estate, and hospitality sectors, Pancham leverages a range of strategies and tools to drive effective marketing campaigns and achieve business objectives.

Moreover, Pancham's passion for giving back to society shines through her integration of social causes and world sustainability into her marketing efforts. She strives to make a positive impact on the community and contribute to a more sustainable world. Beyond her professional achievements, Pancham is deeply committed to knowledge sharing and empowering young minds.

With her wealth of experience and visionary mindset, Pancham unveils industry intricacies, shares key strategies, her remarkable journey, and trends shaping marketeers' success in an exclusive interview with Women Entrepreneur magazine.

What are some important facets of your life and professional journey?

In my 20+ year career, I have gained expertise in retail, real estate, entertainment, and hospitality industries. I excel in 360-degree marketing, including strategic planning, brand building, digital marketing, and market research. I am known for delivering outstanding results in launches, brand repositioning, and business turnaround, with a strong focus on customer centricity. As a recognized 'Star Negotiator & Communicator', I have closed impactful brand alliances, driving significant business growth.

Additionally, I have been a visiting faculty member for Luxury Marketing at S P Jain School of Global Management, dedicated to knowledge sharing and empowering young minds. I am also committed to integrating social causes and sustainability into my marketing efforts, aiming for a positive impact on the community.

Take us through the prior industry experience that you bring to the table. Throw some light on your expertise in branding, marketing, and strategy.

Prior to Raheja Corp, I was the CMO at R Retail Venture, leading marketing projects for R City Mall, R Mall, The Central Park and R Square Offices. At The Phoenix Mills, as VP of Corporate Marketing & Alliances (National), I marketed destinations like Palladium, High Street Phoenix, and Phoenix Market City, along with projects such as Art Guild House, Fountainhead, Kessaku, and Phoenix Paragon Plaza. Additionally, at Mirah Group, I managed renowned F&B brands like Manchester United Cafe Bars, Mad over Donuts, and Rajdhani. I also contributed to marketing entertainment venues at Future Group. My experience includes working with organizations such as Pragati International, Make a Wish Foundation, and Cadbury, driving business growth and achieving success.

“As a recognized ‘star negotiator & communicator’, i have closed impactful brand alliances, driving significant business growth”

Introduce us to K Raheja Corp. Tell us about the various responsibilities you shoulder as the CMO for the venture and key strategies and tools you leverage as a marketeer in the retail, real estate, and hospitality sector.

K Raheja Corp is a prominent and diversified real estate development company with a rich legacy spanning several decades. Known for its commitment to quality and innovation, K Raheja Corp has earned a strong reputation in the industry.

As CMO of K Raheja Corp, I oversee marketing for the commercial vertical, focusing on Mindspace Business Parks, Commerzone & luxury offices like Altimus, etc. My responsibilities include formulating effective strategies, enhancing the brand's image, and executing comprehensive brand communications. I manage stakeholder relationships, collaborate with internal and external teams, analyze market trends, and identify growth opportunities. Additionally, I oversee national-level events. Together with my team, I drive the marketing efforts that contribute to K Raheja Corp's continued success. Key marketing approaches I employ: Targeted Marketing: Using data-driven insights to tailor messages to specific customer segments. Digital Marketing: Engaging customers through SEO, social media, and online advertising.

Customer Experience: Delivering personalized experiences and targeted communications through CRM. User-Generated Content & Influencer Marketing: Collaborating with influencers to expand brand reach. Events and Experiential Marketing: Creating memorable interactions through immersive experiences. Market Research and Analytics: Gaining insights into consumer behavior, market trends, and competitors. Collaboration and Partnerships: Seeking alliances with relevant brands, organizations, and influencers for mutual benefits.

These strategies drive impactful campaigns, engage target audiences, and foster business growth.

What are some of the most challenging aspects of being a marketeer in today’s business climate? How do you overcome them? What are your top three professional milestones?

In today's marketing landscape, ROI is paramount, driving transformation. marketeer face challenges in a dynamic business climate with evolving technology, competition, evolving consumer expectations, and data privacy concerns. To overcome roadblocks, I prioritize continuous learning, data-driven decision-making, innovation, agility, and cross-functional collaboration. Notable milestones in my career are: Palladium Repositioning: Successfully revitalized the Palladium brand through revenue-generating strategies, impactful brand campaigns, and luxury events with renowned brands. Runwal Codename Enchanted Launch: Orchestrated a highly successful marketing campaign resulting in record bookings, positioning the project as a "Magical Gateway to a Resort Lifestyle" through a comprehensive 360-degree marketing approach. Phoenix Marketcity Launch: Pioneered the launch of a groundbreaking 1.1 million square foot mall, establishing industry norms, securing partnerships with national and international brands, media deals, and organizing impactful events.

How do you foresee the Indian marketing landscape evolving in the near future?

The Indian marketing landscape is poised to evolve significantly in the near future. Key trends that will profoundly influence today's marketing, which must demonstrate ROI through customer experience or business growth, including Voice Search and AI-powered Assistants, Digital Transformation, Mobile-First Approach, Data-driven Marketing, User Generated & Influencer Marketing, and Sustainability and Ethical Branding. These trends will significantly shape the marketing landscape, necessitating marketeers to adapt and leverage emerging technologies and consumer preferences for effective engagement.

Pancham Lillaney, Chief Marketing Officer, K Raheja Corp

Pancham Lillaney is a visionary marketeer with over two decades of experience in various industries, known for her exceptional results, customer-centric approach, and innovative strategies.