Nidhi Thakkar on nurturing talent and driving innovation at Amazon

In a recent interview, Nidhi Thakkar, Head of Amazon's Creator Program in India, sheds light on her role and its alignment with Amazon's overarching strategy. Thakkar states, "As the Head of Amazon's Creator Program in India, my role is to spearhead strategic initiatives that prioritize content creators, whether through on-site interventions on amazon.in or off-site endeavors like the Amazon Influencer Program." She emphasizes the significance of content creators in driving business objectives, adding, "Our focus is on enhancing retention, consideration, and conversion rates by recognizing creators as essential partners."

Thakkar's journey at Amazon exemplifies the company's commitment to unconventional career paths. Despite her non-e-commerce background, she embraced the opportunity to pioneer social commerce, stating, "Transitioning to Amazon was a significant decision for me. Despite not coming from an e-commerce background, the prospect of joining a team dedicated to pioneering social commerce was immensely appealing." She advises aspiring individuals to seize opportunities within Amazon, highlighting the organization's investment in training and skill development. Thakkar adds, "There's a strong belief in nurturing every individual's career journey within Amazon, where employees are empowered to pursue their goals."

Amazon's approach to tailoring roles to individual talents and passions fosters a dynamic environment where employees explore diverse opportunities. Thakkar's advocacy for monetization and brand solutions within the creator org showcases the flexibility Amazon offers in shaping one's career trajectory. She states, "I've been fortunate to expand both the reach of my own team's impact and programmatic thinking by passionately advocating for monetization and brand solutions functions within the creator org, since both are rooted in my strengths and expertise."

Highlighting lesser-known roles like Thakkar's broadens the perception of career paths at Amazon, inspiring others to pursue unique trajectories. Thakkar emphasizes, "For those in the early and mid stages of their career, it's always beneficial to stay abreast of evolving spaces that span across industries." She adds, "By sharing stories of individuals in unique roles, we inspire others to explore non-traditional career trajectories and pursue their passions."

Thakkar fosters collaboration and creativity within her team, exemplified by initiatives like the Amazon Live accelerator program. She states, "Team dynamics and cohesion are the driving forces behind success." Thakkar acknowledges challenges in creator marketing and commerce but emphasizes the rewarding aspect of measuring long-term impact and business value. She adds, "Rather than a challenge, the most rewarding aspect has been focusing on measuring the ongoing, long-term impact and business value of creator programs across the sales and marketing funnel."

Aspiring individuals in the tech industry are advised by Thakkar to maintain curiosity, prioritize hands-on experience, and seek opportunities for collaboration. She concludes, "Directing efforts towards finding collaborators and avenues broadens one’s responsibilities."