P&C Global Practices: Corporate Performance, Organization & Human Capital, Strategy & Innovation
Retail Transformation Client Engagement Overview
P&C Global partnered with a global retail leader to redefine its marketing organization, ensuring it had the structure, leadership, and talent pipeline necessary to support the company’s transformation into a lifestyle destination. While the broader retail transformation involved omnichannel innovation, digital commerce integration, and experiential retail strategies, this initiative focused specifically on strengthening the marketing function—building a talent bench of marketing leaders capable of driving brand growth, customer engagement, and revenue generation in an evolving retail landscape.
Challenge
As the client expanded its retail model into entertainment and lifestyle destinations, its marketing organization needed to evolve in order to execute the transition. The traditional marketing approach—heavily reliant upon retail tenant product promotions and in-store interactions—was insufficient to engage today’s digitally savvy consumers seeking differentiated experiences. Instead, the company needed a dynamic marketing function capable of:
- Forging innovative partnerships and campaigns to activate retail brands and delight visitors.
- Leading omnichannel campaigns that seamlessly integrate digital and physical experiences.
- Developing data-driven personalization strategies to engage diverse customer segments.
- Enhancing collaboration between marketing, operations, and technology teams for holistic brand storytelling.
- Embedding a performance-driven culture linking marketing investments with measurable business outcomes.
To elevate its performance regarding brand strategy, digital marketing, and customer analytics, the company needed to build an agile, high-performing marketing organization with clear leadership development pathways.
Solution
P&C Global led a comprehensive human capital transformation focused on strengthening the marketing function across all global locations. Our approach combined organizational design, leadership development, digital upskilling, and talent acquisition to create a future-ready marketing organization. Leveraging P&C Global’s Organization & Human Capital practice, key initiatives included:
- Structuring the marketing organization for agility by establishing centers of excellence in digital, data-driven, and experiential marketing.
- Developing a leadership pipeline through targeted recruitment, internal mobility programs, and executive mentorship initiatives.
- Implementing data-driven marketing training to enhance capabilities in AI-driven personalization, customer insights, and omnichannel campaign management.
- Aligning marketing with business strategy by embedding performance metrics into decision-making processes.
- Creating an internal marketing academy to provide continuous learning opportunities for marketing professionals at all levels.
- Redefining employer branding to attract top marketing talent from leading digital, technology, and creative industries.
- Establishing cross-functional marketing and technology teams to accelerate digital innovation.
These initiatives ensured that the client’s marketing organization was not only equipped to execute the broader retail transformation but also positioned as a strategic driver of growth and customer engagement.
Outcomes
The transformation of the marketing organization resulted in:
- Significant improvements in consumer perceptions, retail visitor traffic, spending, and resulting omnichannel network economics
- Enhanced omnichannel engagement, driving stronger brand connections.
- The seamless integration of AI-powered insights, improving campaign performance and resource allocation.
- Strengthened employer branding, positioning the client as a top destination for marketing professionals.
Partner with P&C Global to Build a Future-Ready Marketing Organization
In today’s rapidly evolving retail landscape, marketing is more than just a function—it’s a strategic enabler of growth, engagement, and brand transformation. P&C Global empowers industry leaders with cutting-edge human capital strategies, talent development frameworks, and data-driven marketing innovation to create high-performing marketing organizations. Contact us today to build a marketing team that drives measurable success.
