Pallavi Tyagi

Bridging Data, Storytelling & Customer Trust in Logistics

Pallavi Tyagi

CXMO & Digital Sales,

Ecom Express Limited

Pallavi Tyagi has mastered the art of transforming marketing into a powerful business accelerator. With over 20 years of experience in strategy, leadership, sales, and product management, she has seamlessly transitioned from telecom to logistics, applying lessons from a high-growth, competitive industry to redefine marketing in a B2B-driven space. Her journey began at Airtel, where she learnt to navigate dynamic markets, use data for decisionmaking, and build strong brand differentiation. Operating in a fiercely competitive telecom industry reinforced the importance of scale, customer insights, and integrated storytelling. These principles continue to guide her marketing approach even today. When she moved to Ecom Express, the challenge shifted from B2C mass outreach to B2B, solution-driven engagement. However, the core objective remained the same: connecting with customers, building trust, and delivering tangible value. Bringing her telecom-honed expertise into logistics, Pallavi has led innovative marketing strategies that leverage technology, customercentric communication, and emotional storytelling. Under her leadership, the #HallaBol campaign celebrated the dedication of delivery partners, strengthening brand trust and engagement, while Orbit, an intuitive onboarding platform, simplified service adoption for businesses, making complex logistics solutions more accessible. For Pallavi, marketing is not just about visibility, it is about driving real business impact. By continuously listening to customer feedback, refining strategies, and ensuring marketing initiatives translate into measurable growth, she is shaping the future of logistics marketing, proving that great storytelling, backed by data and innovation, can drive industry transformation. How? Let us know here.

In what ways do telecom and logistics marketing strategies align, and where do they diverge?

Telecom and logistics both rely on deep customer insights, but their marketing approaches differ. Telecom is B2C-focused, leveraging mass outreach, brand loyalty, and competitive pricing. Logistics is B2B-driven, requiring direct engagement, trust-building, and solution-orientated communication tailored to business needs.In telecom, advertising and promotions play a critical role in customer acquisition. Logistics, however, involves longer decision cycles, where showcasing reliability, efficiency, and technological advancements is key. While telecom thrives on emotional branding, logistics balances functional storytelling with industry credibility. Both industries leverage AI, data-driven marketing, and digital platforms, but logistics demands educational content, case studies, and industry networking. Success in both sectors depends on agility, customer feedback, and strategic evolution to meet changing demands.

As a marketing leader, how do you define and track success on both personal and team levels?

Success as a marketing leader is about driving real business impact, beyond numbers. It’s about creating trust, brand loyalty, and meaningful customer connections. Every initiative should contribute to broader business objectives, ensuring marketing is not just seen but felt. Personally, I measure success by how well my team’s creativity and strategy align with business goals. If we innovate, adapt, and deliver on promises to customers, it’s a win. For my team, success means collaboration, empowerment, and growth. We track engagement, brand awareness, and customer feedback, but true success is when marketing becomes a core driver of business transformation.

What are the most pressing marketing challenges in logistics, and how is Ecom Express positioning itself to solve them?

One of the biggest marketing challenges in logistics is making technological advancements and operational efficiencies visible and relevant to customers. Unlike consumerfacing industries, innovations like AI-driven automation and route optimisation work behind the scenes, making it harder to build direct connections and showcase value. At Ecom Express, we address this by combining technology with human-centric storytelling. Our HallaBol campaign, for instance, celebrated the dedication of our delivery partners, fostering emotional connections with customers. During peak seasons like Diwali, we encouraged small acts of appreciation, reinforcing the human side of logistics.Creative brand storytelling also plays a crucial role. Our Diwali campaign, Hume Cliché Diwali Ad Banana Nahi Aata, Par Delivery Time Pe Karna Aata Hain! humorously broke advertising norms while reinforcing our commitment to on-time deliveries. Currently, our Junoon – Makes It Mumkin campaign highlights our customer-first mindset, motivating employees to go the extra mile. To reinforce this, we’ve introduced incentives that drive excellence and service commitment.Beyond storytelling, we simplify logistics through Orbit, our seamless onboarding platform, ensuring businesses can access our services effortlessly. Through digital engagement and strategic partnerships, Ecom Express transforms logistics marketing into a valuedriven, customer-centric experience.

How do you unwind and stay creative as a marketing leader in the fast-paced logistics industry?

Unwinding for me isn’t about stepping away completely. It’s about staying connected to reality. I regularly meet with customers and frontline teams to gather real insights, which not only keeps me grounded but also fuels my creativity. Staying updated on industry trends and learning from peers across different sectors helps me bring fresh ideas into my work. To maintain my leadership energy, I turn to reading, which broadens my perspectives, and travel, which allows me to reset mentally. Exploring new cultures or simply being in nature helps me recharge. Most importantly, family time keeps me balanced. It’s a reminder of what truly matters and gives me a fresh perspective on challenges. These moments outside work help me return with renewed focus, clarity, and creativity, ensuring that I continue to lead with purpose and innovation in the fast-paced world of logistics.