Amazon MGM Studios has elevated Sonal Kabi to the role of Director and Head of Marketing for Prime Video across Asia Pacific and Australia New Zealand, marking a significant leadership move within the company’s regional streaming operations. The appointment reflects Amazon’s continued focus on strengthening its marketing leadership as competition intensifies in the global and regional streaming markets.
In her expanded role, Kabi will lead marketing strategy and execution for Prime Video across multiple markets in APAC and ANZ. Her responsibilities will include overseeing brand marketing, content marketing, consumer engagement, and regional campaigns aimed at driving subscriber growth and deepening audience engagement for Prime Video’s slate of original and licensed content.
Kabi has been associated with Amazon for several years and brings extensive experience in marketing, brand strategy, and content-led growth. Prior to this elevation, she served as Head of Marketing for Prime Video India, where she played a key role in shaping the platform’s positioning in one of the world’s most competitive and price-sensitive streaming markets. During her tenure, Prime Video India expanded its original programming portfolio and strengthened its connection with local audiences through regionally relevant storytelling and marketing initiatives.
Her elevation comes at a time when Prime Video continues to invest in original content across languages and genres in the Asia Pacific region. Streaming platforms are increasingly relying on differentiated marketing strategies to stand out in crowded markets, where audience attention is fragmented and content choices are abundant. Amazon’s decision to entrust Kabi with a broader regional mandate suggests confidence in her ability to scale marketing strategies across diverse cultural and market contexts.
The APAC and ANZ regions represent a mix of mature and emerging streaming markets, each with distinct consumer behaviours and competitive dynamics. In markets such as Australia and Japan, streaming adoption is relatively mature, while in parts of Southeast Asia and India, platforms continue to focus on expanding reach and affordability. Kabi’s role will involve balancing global brand consistency with local market nuances, a challenge that has become central to the success of international streaming services.
From a marketing technology perspective, Prime Video’s growth strategy increasingly relies on data-driven insights, audience segmentation, and personalised communication. Marketing leaders in the streaming space are expected to integrate analytics, automation, and creative storytelling to optimise campaigns across digital touchpoints. Kabi’s experience in managing large-scale campaigns and leveraging consumer insights is likely to play a role in shaping Prime Video’s regional marketing roadmap.
Amazon MGM Studios has been steadily strengthening its leadership bench as it expands its content and distribution ambitions globally. The company’s streaming strategy is closely tied to its broader ecosystem, including e-commerce and Prime membership benefits. Marketing leadership therefore plays a critical role in articulating the value proposition of Prime Video within this larger offering.
Kabi’s appointment also highlights the growing prominence of Indian executives in global leadership roles within multinational technology and media companies. As India continues to be a key growth market for streaming platforms, executives with experience navigating its complex media landscape are increasingly being tapped for regional and global responsibilities.
The streaming industry has entered a phase where growth is driven as much by retention and engagement as by subscriber acquisition. Marketing leaders are tasked with building long-term brand relationships while adapting to shifting consumption patterns, including mobile-first viewing, regional language content, and evolving audience preferences. Prime Video’s continued investment in marketing leadership suggests an emphasis on sustaining momentum in this evolving environment.
Kabi’s elevation aligns with Amazon MGM Studios’ broader efforts to streamline operations and sharpen focus across international markets. As platforms reassess content investments and marketing spends amid global economic pressures, leadership roles that combine strategic clarity with operational execution are becoming increasingly important.
While Amazon MGM Studios has not detailed specific priorities under Kabi’s expanded mandate, industry observers expect continued emphasis on original content marketing, regional storytelling, and partnerships that enhance visibility and relevance. The role will also likely involve close collaboration with content teams, local market leaders, and global stakeholders to ensure alignment across regions.
For the marketing and advertising ecosystem, leadership moves within major streaming platforms often signal shifts in strategy and execution. As Prime Video competes with global and regional players, its marketing approach will be closely watched by advertisers, agencies, and content creators alike.
Kabi’s appointment adds to a series of leadership updates across the media and entertainment sector, where companies are recalibrating talent to navigate rapid changes in consumer behaviour and technology. Her expanded responsibilities underscore the importance of experienced marketing leadership in driving growth and differentiation in the streaming economy.
As Prime Video continues to evolve its presence across APAC and ANZ, Kabi’s role will be central to shaping how the platform communicates with audiences, positions its content, and strengthens its brand in a competitive and fast-changing market.
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