Marketing and growth strategy
Start with the customer and commercial problem, then build the intervention around evidence.
About
I have spent my career solving marketing problems at scale.
I am a marketing strategist and consultant. My work sits at the intersection of customer behaviour, product, growth, brand and commercial outcomes.
The career arc
11+
years across marketing, growth and product.
My experience spans Amazon Pay, Amazon MX Player, marketplace brand management and earlier B2B technology demand-generation roles. The common thread is not a channel. It is diagnosing what is stopping a customer or business from moving to the next stage.
Amazon PayProduct marketing, lifecycle, CRM, customer engagement and launches across multiple consumer use cases.
Amazon MX PlayerGrowth, homepage merchandising, discovery, acquisition and cross-viewership.
Marketplace brandsBrand and commercial management across consumer categories.
B2B technologyOutbound, email marketing, lead generation and CRM-led demand generation.
How I think
Diagnosis before channel.
I do not start with SEO, paid media, CRM or content because someone asked for a channel. I start with the commercial constraint, customer behaviour and evidence. The intervention comes after the diagnosis.
1. Find the constraint
2. Understand the customer decision
3. Choose the smallest useful intervention
4. Measure the business outcome
What I work on
The capabilities are broad. The method is consistent.
Strategy, growth, product marketing, lifecycle and brand problems often overlap. I work across the system when the problem requires it.
Product marketing and GTM
Start with the customer and commercial problem, then build the intervention around evidence.
Lifecycle and CRM
Start with the customer and commercial problem, then build the intervention around evidence.
Brand positioning
Start with the customer and commercial problem, then build the intervention around evidence.
B2B demand generation
Start with the customer and commercial problem, then build the intervention around evidence.
Conversion and funnel diagnosis
Start with the customer and commercial problem, then build the intervention around evidence.
AI-era marketing strategy
Start with the customer and commercial problem, then build the intervention around evidence.
A book by Siddharth BhattacharjeeStrategy · Brand · AI
The Sovereign Brand
Building Brands in the Age of AI
The intellectual work
I wrote the book I wanted to read about building brands when AI makes execution cheap.
The Sovereign Brand is an argument for building brands around a distinctive point of view, customer understanding and a system that remains valuable as technology changes.
Explore the bookProof, not positioning
Read the work behind the claims.
The proof-of-work library separates first-hand experience from illustrative strategy so you can see both what I have done and how I approach problems I have not personally been hired to solve.
Explore proof of work