Priyam Mahajan: Decoding A Decade Of Impactful Marketing At PwC Academy Middle East

In an industry defined by constant evolution, achieving a decade of tenure with a single organization is a remarkable accomplishment, particularly in the dynamic field of marketing, where adaptability and innovation are paramount. Priyam Mahajan, Senior Manager at PwC and Head of Marketing for PwC Academy Middle East, has navigated this landscape with distinction, driving transformative impact over the past 10 years in both her professional expertise and leadership.

At a marketing conference, which I attended in Dubai where Priyam was a featured Speaker, her compelling insights and dedication to empowering others — particularly women in the industry — demonstrated a profound commitment to her craft and mentorship. This encounter prompted an in-depth conversation with her to explore the vision and strategies behind her work at PwC Academy. Here is an exclusive feature with OneArabia.

Congratulations on completing a decade at PwC. How does it feel to reach this milestone, and what does it mean to you personally and professionally?

It feels like a rewarding lifetime. I have got so much from PwC – the Academy team, an evolving career in marketing with a powerful global brand, diversifying as a trainer, feeding my passions as a Mental Health First Aider (MHFA), mentoring and CSR efforts, upskilling and exploring the latest tech trends in Metaverse, AI; it's been quite the ride! I have a deep emotional connection with my team as my journey here has synced with critical phases in my personal life – from being newly married to now being a mum of a seven-year-old. The supportive environment, flexibility, leadership guidance, and peer camaraderie have made it special.

Can you share your background and what led you to PwC Academy Middle East?

I'm a marketer by choice and by accident. An economics graduate, I chose a people-centric career over an MA. I started in India with a media firm managing CXO communities, exploring delegate acquisition, events, and sponsorships. Moving to Dubai, I explored the start-up culture in the education sector. During my MBA, a project with PwC Academy led to this role, and the rest as they say is history. I've been here since. My role has evolved to include training and being a people champion, always centering on human connections — internal and external stakeholders drive my work as Head of Marketing.

You speak passionately about marketing. Can you share how your experience in B2B and B2C marketing has shaped your strategies for the Dubai and Middle East markets?

I work with the Talent and Skills development Business of PwC. Under the aegis of our global brand, our approach is unique, serving both B2C and B2B markets. The markets differ in selling cycles, purchase drivers, and motivators, requiring tailored strategies. For example, B2C might focus on lead generation and engagement, while B2B emphasises brand equity and relationship drivers. But, both are fundamentally about human connections — whether marketing to individual learners or corporate decision-makers.

As our global CMO, Antonia Wade, says, "B2B is human-to-human, just with a longer sales cycle." Our B2C tagline, "Helping shape your future," and B2B tagline, "Transforming the workforce of the future," reflect this shared emotional goal of capability building, tailored to each market.

You've been instrumental in establishing a 360-degree marketing function at PwC Academy. What were the key challenges and opportunities in this journey?

Most marketers face similar challenges — balancing short-term revenue goals with long-term brand building. While business requires immediate measurable campaign returns, marketing is driven by shifting perceptions and building long-term trust. A 360-degree strategy must balance both, with short-term wins securing business buy-in and long-term efforts reinforcing brand value. Quantifying marketing's impact is critical to winning this battle.

Another challenge is leadership perception — marketing is often seen as tactical rather than strategic. Aligning marketing goals with business strategy is key to gaining leadership support. In the Middle East, businesses often blur sales and marketing funnels, which undermines marketing's role. Educating the business and leveraging employee advocacy are vital.

How does content play a role in marketing, and how can aspiring marketers navigate this space in today's career-oriented landscape?

Content is the backbone of modern marketing, encompassing not just words but visuals, videos, and graphic design. Every marketer is a content specialist, whether they're an SEO expert, graphic designer, or writer. The form varies, but the goal is to resonate with customers. Content drives digital marketing and analytics, making it indispensable.

Aspiring marketers don't need to master every aspect but should learn to leverage tools to create or optimise content. It's about aligning skills with business and customer needs, keeping content at the heart of strategy. Training comes from practice, learning tools, and understanding what engages audiences, whether through storytelling or data-driven insights.

As a seasoned marketer, what are the most important skills for aspiring marketers today?

Marketing is a soft science, blending data, process, structure, and emotion. A common myth is that anyone can do it—posting a reel or ad doesn't make you a marketer. Key skills include data analytics, content creation and storytelling, customer experience strategy, ethical and sustainable marketing, AI and technology, empathetic marketing, and influencer marketing.

You've emphasised your passion for relationship building. How do you foster and maintain strategic relationships with clients and partners?

It's all about human connections. Networking, online, via LinkedIn, or at events, must add value, not just involve superficial comments. Credibility and trust are built by staying informed, using the right terminology, and backing insights with data. For clients, I act as a marketing SME, delivering training or supporting campaigns, leveraging PwC's brand and my expertise to build trust. Relationships grow when you walk the talk, showing awareness of trends and delivering results. The human aspect; empathy, shared goals, and genuine engagement seal these bonds, whether with clients or partners.

What are the top trends you foresee impacting marketing practices in the near future?

Three key trends stand out:

1. Technology: Beyond external applications, tech improves internal efficiencies — content production, performance, and data collation. AI and metaverse video content are transforming marketing.

2. Ethical and Sustainable Marketing: Gaining traction, this focuses on aligning with consumer values.

3. Experience Economy: Hyper-personalized, hyper-localised customer experiences, blending tech with emotional connections, define the future.

How do forums support women in a competitive market like Dubai, and what differentiates women marketers?

A: I believe talent transcends gender; if you're good, you succeed, regardless of being male or female. That said, I acknowledge my privilege, having not faced a glass ceiling. Women often make career choices influenced by personal circumstances — marriage, children, or family.

Forums like Women Marketers Collective, Crunch Moms, and Evolving provide community, hope, and networks for women navigating breaks or flexible work. They foster idea-sharing and leverage experiences, especially for women running SMEs aligned with personal values.

What do you enjoy doing outside of work?

I'm a travel enthusiast — it's my passion. I joke that I work to fund my 14 vacations a year! I'm also an avid reader, old-school style, enjoying a physical book in a café. Much of my life now revolves around my daughter's interests, which have become mine too.

Define marketing in five words.

Driving emotion through human connection.