I don’t want to pigeonhole myself in a growing company: Aditya Singhal

Aditya Singhal is the Growth and Marketing Head at Amazon, where he spearheads innovative strategies to drive customer engagement and business expansion. With a strong background in digital marketing and analytics, Singhal leverages data-driven insights to enhance brand presence and optimize marketing campaigns. His leadership in the fast-paced e-commerce landscape positions him as a key player in Amazon’s mission to deliver exceptional customer experiences.

In conversation with Adgully, Aditya Singhal, Growth & Marketing Head, Amazon, emphasizes on the importance of a customer-centric approach to growth and marketing. He believes that understanding consumer behavior and preferences is crucial for developing effective strategies that resonate with target audiences. By leveraging data analytics, he advocates for personalized marketing efforts that enhance customer engagement and loyalty. Additionally, he highlights the significance of innovation and adaptability in the rapidly changing e-commerce landscape, ensuring that brands not only meet current market demands, but also anticipate future trends.

Have you always envisioned a career in marketing, particularly in the digital entertainment space, or did you explore different industries before finding your niche?

I am from an IT background and hold a Bachelor of Technology degree in information technology. During my first stint with IndiaMart, I led the new website development portfolio with a vision of bringing online presence to offline businesses. My team’s responsibilities were to establish an online presence for these clients (building websites, etc.) and then market their business. During this role, my attention shifted to digital marketing, and I decided to pursue a career in marketing. Following that, I led marketing for companies such as Naukri.com, Floweraura, and multiple businesses within Amazon.

How did you prepare yourself for a successful career in the marketing industry, and what does a typical day look like for you are there any top 5 to 7 tasks you focus on daily?

Preparation for a successful marketing career involved a mix of continuous learning, hands-on experience, and staying adaptable to industry changes. I pursued relevant education, sought mentorship, and immersed myself in different marketing roles to build a strong foundation.

A typical day for me at involves:

• Reviewing key metrics to gauge ongoing performance.
• Collaborating with cross-functional teams on content/marketing strategy.
• Analyzing audience insights to tailor marketing efforts.
• Experimenting with new marketing tools and platforms.
• Engaging with partners and stakeholders to drive alignment.
• Brainstorming creative ideas for upcoming campaigns.
• Staying updated on industry trends and competitor activities.

How do you measure the success of a content series, and how does this feedback loop inform future content collaborations?

We measure the success of content through various key performance indicators (KPIs) such as viewership numbers, user engagement rates, retention metrics and spends efficiency. Additionally, we analyze and drill down user level user stickiness, social media interactions, and watch hours on our content to get a holistic view of content performance. This feedback is crucial in informing our future content marketing strategies, as it helps us understand what resonates with our audience and allows us to refine our marketing strategy accordingly.

Have you had a mentor who guided your career in marketing? Who are the icons you admire for inspiration in your professional journey?

During my tenure with IndiaMart, I aspired to have a career in marketing instead of tech. Saurabh Gautam was part of my extended team who had years of marketing experience and helped me with this shift. Throughout my journey, I had multiple mentors who helped me stay focused on customer innovation and develop innovations that would improve their daily lives.

What are some of the most significant achievements and milestones in your career so far, and how have they shaped your approach to marketing?

I see achievement and milestones differently. Yes, I have received multiple awards during the years, but receiving positive feedback from my customers or being able to mentor and guide my teammates is an achievement for me. Personally, I started my career with SEO and have now expanded my expertise to include all aspects of marketing, including awareness, performance, and brand marketing. I was also part of the core team which launched Amazon Prime Video in India; together, we built long-term processes and strategies, and it’s great to see Prime Video doing so well in India, which is an important accomplishment for me.

How do you stay updated with the latest trends and developments in the marketing industry? What steps do you take to constantly prepare and adapt to the changing landscape?

I stay updated by following industry publications, attending webinars and conferences, and participating in marketing forums. To adapt to the changing landscape, I encourage a culture of experimentation within my team, where we are not afraid to try new strategies and learn from them. This approach helps us stay ahead of the curve and keeps our marketing strategies fresh and relevant.

Looking ahead, where do you see yourself in the next 5 years? How do you envision your growth and impact in the marketing industry?

I used to say things like “In five years I’d like to be managing or leading” or something. Now, I say this. I’ll be honest. I don’t know where I see myself in 5 years. That’s not to say I don’t want to mature or have a growth path. I don’t want to make something up to sound good. My goal over the next five year is organically grow with the business and see what makes the most sense for both myself and the team. Whether that’s a role in Growth Marketing, or as a director, I don’t want to pigeonhole myself in a growing company by sticking to one thing or another. The core objective remains the same as it was on Day 1: how I can help make customers’ lives better every day and by reaching out to millions of customers looking for entertainment content.

What advice would you give to young professionals aspiring to build a career in the marketing sector, especially in digital media and entertainment?

My advice would be to stay curious, be adaptable, and never stop learning. The digital media and entertainment landscape is constantly evolving, so it’s crucial to keep up with the latest trends and technologies. Build a strong foundation in marketing fundamentals, seek out mentorship, and don’t be afraid to take risks. Also, remember that creativity and data go hand in hand – being able to balance both will set you apart in this competitive industry.