SONAL KABI ELEVATED TO DIRECTOR & HEAD OF MARKETING FOR PRIME VIDEO AND AMAZON MGM STUDIOS ACROSS APAC AND ANZ

Amazon has elevated Sonal Kabi to Director and Head of Marketing for Prime Video and Amazon MGM Studios across APAC and ANZ. Previously leading marketing for Prime Video, she will now drive integrated brand and content strategies across streaming and studio portfolios in the region.  

Sonal Kabi’s elevation to Director and Head of Marketing for Prime Video and Amazon MGM Studios across APAC and ANZ marks a significant moment not only in her professional journey but also in Amazon’s evolving content and brand strategy in some of the world’s most dynamic entertainment markets. Having previously served as Director and Head of Marketing at Amazon Prime Video, Kabi’s expanded mandate reflects both continuity and confidence—continuity in the strategic direction she has helped shape, and confidence in her ability to steward a far broader, more complex portfolio spanning multiple geographies, cultures, and content ecosystems.

Over the past several years, Prime Video has emerged as a formidable force in the global streaming landscape, particularly across Asia Pacific markets where audiences are diverse, multilingual, and increasingly discerning. In India, Southeast Asia, Australia, and New Zealand, the service has had to balance global franchises with deeply local storytelling, building relevance not just through scale but through cultural resonance. Kabi has been central to this effort, leading marketing initiatives that positioned Prime Video as both an international entertainment destination and a home for regionally rooted stories. Her elevation signals Amazon’s intent to further integrate marketing for Prime Video and Amazon MGM Studios, aligning content, brand, and audience engagement under a unified strategic vision.

In her previous role, Kabi oversaw marketing for Prime Video at a time when the platform was rapidly expanding its original programming slate. From premium series and films to unscripted formats and regional originals, Prime Video’s marketing approach under her leadership emphasised clarity of storytelling and sharp audience targeting. Campaigns were designed not merely to promote titles, but to build long-term brand affinity—an approach that proved critical in highly competitive markets where global streamers, regional OTT platforms, and traditional broadcasters all vie for consumer attention. Her work helped Prime Video cut through this clutter, establishing a distinct voice that balanced scale with specificity.

The new role broadens that remit considerably. As Director and Head of Marketing for Prime Video and Amazon MGM Studios across APAC and ANZ, Kabi will now oversee marketing strategy for a combined portfolio that includes not just streaming originals and licensed content, but also theatrical releases and global franchises developed under the Amazon MGM Studios banner. This convergence reflects a larger industry shift, as studios and streamers increasingly blur traditional boundaries between cinema, streaming, and digital-first storytelling. For Amazon, integrating these brands under a cohesive marketing leadership allows for more seamless audience journeys—from theatrical release to streaming window, from global IP to local adaptations.

Kabi’s elevation also comes at a time when APAC and ANZ markets are assuming greater strategic importance for global entertainment companies. These regions represent some of the fastest-growing consumer bases for digital video, driven by young demographics, rising disposable incomes, and rapidly improving broadband and mobile connectivity. At the same time, they are markets where cultural nuance matters deeply. Marketing strategies that succeed in North America or Europe often require careful recalibration to resonate in Asia-Pacific contexts. Kabi’s experience within Prime Video, combined with her familiarity with regional audiences, positions her well to navigate this complexity.

Industry observers note that Amazon’s decision underscores the growing importance of marketing leadership that can operate at the intersection of data, creativity, and culture. In the streaming era, marketing is no longer just about reach and frequency; it is about insight-driven storytelling, community building, and sustained engagement across platforms. Under Kabi’s leadership, Prime Video marketing has leaned heavily into digital-first campaigns, social media conversations, influencer partnerships, and experiential activations that invite audiences into the world of a show or film. These approaches are likely to become even more critical as Amazon MGM Studios looks to build anticipation and cultural momentum for its content across multiple release windows.

Another dimension of Kabi’s expanded role is internal alignment. With Prime Video and Amazon MGM Studios operating across overlapping but distinct content pipelines, marketing leadership plays a crucial role in ensuring consistency of brand narrative while allowing individual titles to retain their unique identities. Kabi will be tasked with harmonising messaging across teams, territories, and content formats, ensuring that the broader Amazon entertainment brand promise is clearly articulated while still giving marketers the flexibility to localize campaigns. This balancing act—global coherence with local relevance—is one of the defining challenges of contemporary entertainment marketing.

Her elevation also reflects Amazon’s broader commitment to investing in leadership talent from within. By promoting a leader who has already demonstrated the ability to deliver results in a complex, fast-moving environment, the company reinforces a culture of continuity and institutional knowledge. For teams across APAC and ANZ, Kabi’s appointment provides a sense of stability at a time when the media and entertainment industry is undergoing rapid change, from shifting audience behaviors to evolving monetization models.

For the industry at large, Kabi’s new role is emblematic of how marketing leadership is gaining strategic prominence within media organisations. As content budgets grow and competition intensifies, the ability to cut through noise and build lasting audience relationships has become as critical as the content itself. Marketing leaders are increasingly expected to be strategic partners in content development, distribution planning, and brand architecture. Kabi’s elevation to oversee both Prime Video and Amazon MGM Studios marketing across a vast region underscores this shift, highlighting the role of marketing as a driver of long-term business value rather than a downstream function.

As she steps into this expanded role, expectations will be high. The APAC and ANZ regions are not monolithic; they encompass mature markets like Australia and Japan alongside rapidly evolving ones like India and Southeast Asia. Audience tastes, regulatory environments, and competitive landscapes vary widely. Successfully navigating this terrain will require not only strategic rigor but also agility and empathy—qualities that have defined Kabi’s leadership style to date. If her track record at Prime Video is any indication, her approach will continue to blend data-driven decision-making with an intuitive understanding of storytelling and culture.

Sonal Kabi’s elevation ultimately signals Amazon’s belief that the future of entertainment in APAC and ANZ will be shaped as much by how stories are told and marketed as by the stories themselves. By entrusting her with a broader canvas that spans Prime Video and Amazon MGM Studios, the company is betting on integrated, culturally fluent marketing to power its next phase of growth in the region. In an industry where attention is scarce and loyalty is hard-won, that bet places marketing leadership firmly at the center of the entertainment conversation.