Leaders

In the evolving landscape of corporate leadership, the role of women Chief Marketing Officers (CMOs) has become increasingly pivotal. These dynamic professionals bring a unique blend of strategic acumen, creativity, and resilience to the forefront of marketing endeavors. A prime example of this paradigm shift is Cherryn Dogra, a trailblazing CMO who has navigated the realms of both AlcoBev and Real Estate sectors with unparalleled grace.

Her journey stands as a testament to the transformative power of women in leadership, defying stereotypes and breaking barriers. Cherryn's commitment to excellence, coupled with her unwavering dedication, has not only propelled her career but also serves as an inspiration for aspiring women leaders seeking to make their mark in the world of marketing.

In an in-depth conversation with Women Entrepreneur Magazine, Cherryn shares with us her professional milestones, success mantra and much more. Let’s hear it from her.

Can you share your professional journey within the AlcoBev and real estate sectors, highlighting key learnings along the way?

Between 2005 and 2014, I was a part of the AlcoBev industry and had to make my way through a terrain that was predominantly male dominated. The sector presented difficulties since it prioritized in-person customer interaction over traditional marketing. However, this restriction spurred innovation and creativity, resulting in joint events and tailored narratives for companies such as UB Group for Kingfisher and William Grant And Sons for brands like Glenfiddich and Grants.

I discovered a sharp contrast when I moved into the real estate market, where complex customer expectations and emotional transactions were the norm and sky was the limit for a true marketer. Today, marketing real estate requires working with designers and architects as well as comprehending the subtle differences in expectations across different customer groups. By spearheading impactful campaigns, I discovered the immense potential for formalization and professional growth within the real estate industry. This multifaceted journey has enriched me with creativity, adaptability, and an understanding of diverse consumer landscapes.

Could you provide an overview of Bharati Real Estate and elaborate on your role and responsibilities as the Chief Marketing Officer?

Bharti Real Estate, a division of Bharti Enterprises, distinguishes itself as a boutique firm in the real estate realm, prioritizing meticulous attention to detail over sheer scale. In my role as the Chief Marketing Officer, I am entrusted with shaping the brand's voice and envisioning the journey of Worldmark, our flagship commercial real estate brand. Beyond external campaigns, my responsibilities extend to fostering internal alignment, ensuring every facet of Bharti Real Estate embodies our brand promise. This involves strategic presence on digital platforms, thought leadership representation, and meticulous execution of marketing initiatives, encompassing PR, digital marketing, and brand communication.

As a marketing leader, what do you consider the most pressing challenges in today's business climate? How do you navigate and overcome these obstacles?

Aligning everyone with the strategic vision of marketing beyond its conventional perspective is one of the biggest issues facing businesses today. Many times, marketing is mistakenly thought of as just creatives and campaigns, but the real difficulty is figuring out how to grasp corporate goals and develop strategies to meet them.

Luckily, I've had the honor of working with management and teams that encourage me, which has given me the freedom to voice my original opinions. My strategy is to make sure that marketing is aligned with the larger business objectives and cultivate a clear grasp of these objectives.

Reflecting on your career, can you pinpoint a significant professional milestone? What is your success mantra?

Apart from many milestone projects’ launch, one of the significant professional milestone in my career was spearheading the launch of a super luxury project in Mumbai that not only shattered real estate transaction records but also challenged norms and rejuvenated the market. Leading numerous launches in Mumbai and Gurgaon, I specialized in breathing new life into existing products, crafting product launch journeys and defying industry monotony.

My success mantra revolves around unwavering focus, acknowledging the ever-evolving nature of marketing, and continuous learning.

How do you anticipate the evolution of the Indian marketing landscape? Are there specific industry trends that you believe will have a substantial impact?

The most significant development I've seen in the ever-changing world of today is the digital medium's powerful influence. The increasing number of Indians using smartphones and the country's expanding internet penetration have changed the way we make judgments about everything from basic household purchases to big purchases like homes.

The marketing function will get more dynamic as it adjusts to the rapidly changing digital landscape, emphasizing audience targeting, ethical data analytics, and optimizing the return on investment for each marketing expenditure.

A business leader you admire: I greatly admire Prime Minister Modi as a business leader, applauding his remarkable turnaround for the party, adept political handling, strategic campaign communication, and the emotional resonance he creates to rally widespread support.

Advice for aspiring women entrepreneurs and business leaders: Embrace true equality by cultivating a mindset that honors and normalizes the role of women in both personal and professional domains.

Cherryn Dogra, CMO, Bharti Real Estate

Cherryn Dogra, a dynamic marketing leader, with an Honors in Biotechnology and a PGDM from Amity Business School in 2004. She entered the professional arena in 2005, swiftly rising from a small agency to the renowned UB Group's AlcoBev segment. With nine years of experience at organisations like Pernod Ricard and William Grant and Sons, she transitioned to real estate in 2014, joining Lodha Group(Now Macrotech Devel­opers)in Mumbai. In the last decade, Cherryn has steered marketing for industry giants such as DLF and currently serves as the Chief Marketing Officer for Bharti Real Estate. She was recognized as one of the most influential global marketing leaders in 2019 and among the Top 50 Marketing Minds in India in 2021 by WMC and Realty+, respectively.