Marketing Architect
20+ Years of Crafting Iconic Brand Stories & Driving Business Growth | Amazon • Netflix • Unilever
As a Marketing Leader with over two decades of experience, I've designed and executed transformative strategies across Netflix, Amazon, Singtel and Unilever - building bridges between brands and consumers in Southeast Asia, India, Taiwan and Australia-New Zealand.
My expertise spans the complete marketing ecosystem: from crafting compelling brand narratives and innovative content marketing blueprints to forging strategic partnerships and building data-driven growth models that drive measurable uptake in business. Whether it's B2C, B2B or B2B2C, I've consistently delivered results - enhanced brand awareness, accelerated customer acquisition and strengthened brand advocacy.
My work has consistently delivered substantial revenue growth and competitive differentiation across entertainment, technology, telco and consumer goods sectors, while also winning industry accolades and social media acclaim. Explore my portfolio to see how I've turned marketing challenges into growth opportunities for some of the world's most dynamic brands.
AMAZON
Head of partner growth marketing - APAC & ANZ
Jul 2022 - Till Date
As Head of Partner Growth Marketing across APAC and ANZ, I’ve developed and executed the strategic partner marketing roadmap for Amazon's suite of services, driving material brand awareness, new customer acquisition, engagement and retention for Amazon subscription services- Prime and Prime Video, as well as securing ongoing partner investment, across 7 markets.
My team has successfully launched 15+ telco and device partnerships across key APAC & ANZ markets, expanding market reach, within 2.5 years.
A showcase of Amazon’s successful global partnerships (sizzle produced by the APAC team).
Netflix India Films Brand Campaign 2020: For every mood you have, Netflix has a film/ movie for you.
NETFLIX
Head of Film Marketing - India
Jul 2019 - Jun 2022
I was transferred to India in 2019 to help scale the Netflix India business. I launched Netflix India’s first ever Local Original Series, Sacred Games S2, via a massive integrated campaign comprising of multi-city on ground activations, social media stunts, paid digital and traditional media (TV, Radio, OOH, Print) as well as PR. This launch broke all records of subscriber acquisition and social fandom.
I was then promoted to spearhead the growth of Netflix India’s Film portfolio and to build a unique brand identity, to accelerate subscriber growth. I conceptualised and led the first brand campaign on films in 2020 to position Netflix Films with a differentiated value proposition- “A Film for every Mood”, driven by deep consumer insight, during the onset of the pandemic in 2020.
NETFLIX
Head of Partner Marketing - SEA & Taiwan
Oct 2016 - Jun 2019
I joined Netflix in its first year in Asia as one of the earliest employees in its Asia HQ in Singapore, to lead strategic partner marketing initiatives in Southeast Asia, India & Taiwan and elevating Netflix's brand presence and market influence through impactful collaborations with key partners, including AIS, LG Electronics, Globe, PLDT, Vodafone, Airtel, and Chunghwa Telecom, among others.
Sizzle showcasing one of the most successful partnerships for Netflix- with Globe (#2 telco) in the Philippines, launched in 2016.
Brand Identity and website of DataSpark (which has since been sold to NCS)
SINGTEL
Senior Marketing Manager | Regional Advertising
Aug 2013 - Sep 2016
Spearheaded the launch of the company’s Big Data brand, DataSpark, using a B2B marketing strategy, comprising of brand, content and paid marketing, resulting in increased brand visibility and lead generation among CEOs, CMOs, and other key decision-makers in APAC. As Brand custodian, I established the product name, value proposition, visual and verbal brand language, brand strategy and a comprehensive marketing and external communications strategy for the brand. I also drove thought leadership communications and industry events to establish the brand voice and enhance earned media.
Broadcast Experience [2008-2013]
Head of Digital Strategy & Content | Channel Newsasia, Mediacorp (Singapore)
Apr 2008 - Apr 2010
Established and led the NDTV Profit (India’s leading English Business News channel) Creative Hothouse to secure and produce branded content, working with the leading Finance, Tech and Aviation brands in India- such as ICICI, Siemens, Kingfisher Airlines, etc.
Produced & presented highly-rated Business & Lifestyle prime time TV content.
Key Win: Pitched and produced branded content leading to the generation of $2.5MM revenue in 1.5 years
Business Development Manager | Oak3 Films (Singapore)
May 2010 - Jun 2011
Partnered with broadcasters & brands to launch a new content-based business revenue model, as a result of which Asia’s Best Franchises, a proprietary show concept I developed and pitched to Asia's leading franchise brands and Channel NewsAsia as the broadcast partner. This is an example of a branded content piece, where each franchise brand would pay to be part of the show, produced by Oak3 Films and aired on Channel NewsAsia.
Secured two new primetime shows with Channel NewsAsia– Clickability & I Married a Singaporean.
Key Win: Developed Asia’s very first interactive digital content piece for YouTube.
Business Correspondent & Head of Branded Content | NDTV Profit (India)
Apr 2008 - Apr 2010
Established and led the NDTV Profit (India’s leading English Business News channel) Creative Hothouse to secure and produce branded content, working with the leading Finance, Tech and Aviation brands in India- such as ICICI, Siemens, Kingfisher Airlines, etc.
Produced & presented highly-rated Business & Lifestyle prime time TV content.
Key Win: Pitched and produced branded content leading to the generation of $2.5MM revenue in 1.5 years
UNILEVER
Sales and marketing manager | Unilever India
Jul 2003 - Mar 2008
Regional Brand Manager | 2006-2008: Led end to end brand management, including brand strategy and architecture, creative and communication strategy, product innovation and supply chain management for Skincare brands, Breeze and Liril, worth $60MM. Revamped the packaging design for Breeze, which won several design awards.
Area Sales Manager | 2004-2006: Achieved 100% of growth target for the first time in three years for the South Karnataka sales territory, with a turnover of $60MM and a direct sales team of 400 professionals.
Business Leadership Trainee | 2003-2004: Multi-disciplinary stint learning stint across the company, spanning the country, as well as an international stint.
Creating pop culture moments on social media.
Exposure to on-screen talent of marquee titles provides huge marketing & content creation opportunities for both partners and their content creators. I helped leverage that opportunity with the Los Angeles Premiere of Netflix’s iconic title Stranger Things 2 launch through our partners Globe (the Philippines) and AIS (Thailand) as well as (not featured in this video) the Tokyo Premiere of Bright featuring global star Will Smith.
These content pieces were deployed on partner social channels, creating massive anticipation for the titles and activating fan communities.
Global Stars, Local flavour.
We wanted to create anticipation for the highly anticipated launch of Season 3 of iconic series Riverdale, in Oct 2018 in the Philippines, using their much-loved cast. What better way than to get them to re-enact famous local Filipino movie dialogues?
Fans went crazy, organic views on Facebook exceeded 2M in less than 12 hours and this was covered by all major publications including CNN Philippines, GMA & Rappler.
Global stars + Local flavour = social media virality/ pop culture moment.
Localising a global IP.
How to you take a superhit global franchise like Stranger Things and localise it, to ensure that fans in Asia relate to the Western tropes in the show?
We leveraged the talent of the show to try out fun local Filipino things in a series of hit social videos, during their tour of Manila for Comicon Asia. This helped them become highly relatable to the local audience, creating wild anticipation, fandom and acquisition for the series.
Online frenzy, Offline experience.
For Amazon Prime Video’s latest Indonesian series 10pm S1, we created an online to offline experience, capitalising on the fandom of the series on social media and the wide reach of its stars (10M). We asked fans to submit their scariest hospital experiences (in keeping with the theme of the show) to win a chance to be invited to a special screening of the show, attended by the stars as well as the country’s leading influencers.
This created further social word-of-mouth, leading the show to be ranked as one of the most successful releases of 2024.
Work Portfolio: Brand & Content Marketing
Throughout my career, I have driven impactful Brand and Content Marketing initiatives across both B2C and B2B sectors in APAC. I played a key role in establishing and scaling Netflix's presence across Southeast Asia and India, significantly enhancing its market position.
I successfully launched Singtel’s pioneering Big Data brand, DataSpark, and spearheaded the development of Channel NewsAsia’s first digital and social content marketing division. Additionally, I led brand marketing efforts for two of Unilever India’s largest skincare brands.
These experiences underscore my expertise in building and managing high-profile content partnerships and brand strategies.
Here’s a glimpse of some of my most recent work in Brand and Content Marketing.
Make it stand out.
We turned the launch of a Netflix Film/ Movie “Haseen Dillruba” into a Massive Pop-Culture Moment in India, by bringing back wildly popular characters from an erstwhile TV show, CID, show to “investigate” a disturbing aspect of the murder mystery movie. This created a buzz that resonated deeply with existing fans while drawing in new ones, merging pop culture with insightful storytelling to generate remarkable viewer interaction.
The campaign, hailed as one of India's top campaigns of 2021, significantly contributed to the film becoming Netflix's most successful release of the year.
This success underscores the ability of compelling content partnerships & social media campaigns to drive significant business growth & audience engagement.The continued success of the movie franchise with the release of Part 2 in August 2024 exemplifies our strategic approach to sustaining engagement and expanding brand influence in the content ecosystem.
Key Win: 2.96 Million Organic views | Earned coverage in top newspapers & blogs | Recognised amongst one of the best in 2021
Fake it till you make it
We created a week long tourism campaign for a beautiful but mysterious hill town in northern India, called Sironah, in order to create hype and anticipation around the launch of the thriller series Aranyak on Netflix. Raveena Tandon, the lead actress of Aranyak, was roped in to be the brand ambassador for this “tourism campaign”. The only problem? Sironah did not exist.
PART 1: With the help of a “tourism” video featuring Raveena, social media posts, banner ads on Meta & IG and influencer blogs, we created massive curiosity and intrigue about this hill town, leaving netizens wondering how they could travel to this new destination, Sironah. When in reality, Sironah is a fictional place in the show where the gory action takes place. But people seem to have fallen for our “tourism campaign”.
Key Win: See below excerpts of social media buzz/ conversation generated by this “tourism campaign”. People thought “Sironah” was a real tourist destination, in turn creating curiosity for the trailer launch.
PART 2: With a second “reveal video”, we led them to the culmination of this campaign- the trailer launch of Aranyak on Youtube where all answers were revealed and the stage was set for the launch of the thriller. Fans loved this approach and the Aranyak trailer launch became of the most anticipated launches.
Key Win: The trailer raked up 18M in organic views on Youtube showcasing the power of a unique social media campaign, content marketing and partnerships in driving genuine audience engagement.
Crazy is as crazy does.
Would you buy a highly expensive half page ad in a national newspaper and leave it 80% blank?
Crazy idea, right? Almost as crazy as the fact that women in India hardly ever get to pen their own life destinies, let alone on the front page of a national newspaper. So, in celebration of the indomitable spirit of our protagonist Sandhya in the film Pagglait (meaning Crazy) on Netflix, we decided to invite women across India to script their own stories, in the front page of the leading national newspaper Dainik Jagran and share it on social media, to encourage other women to do the same. This created an online social media movement of sorts, with women sharing their untold stories, building to anticipation for the film.
Here are some select videos of the same: http://surl.li/aaznh | http://surl.li/aazni | http://surl.li/aaznj | http://surl.li/aaznl
Work Portfolio: Partner Growth Marketing
Partner Growth Marketing or Partnerships Marketing is a form of B2B2C Marketing where we work with partners/ clients (telco, OEM and eCommerce companies) to leverage their distribution network and marketing machinery to create brand awareness, engagement, advocacy and very importantly, drive acquisition, for our subscription services. It involves working very closely with the Partner teams to build shared goals and blueprints for success.
I built and scaled the Partner Marketing org at Netflix to 19+ partnerships across markets like Thailand, the Philippines, India, Pakistan, etc from 2016-2019. In my current role as Head of Partner Growth Marketing at Amazon, I lead the growth of Amazon’ subscription services via partners across 7 markets including Australia, Indonesia, Malaysia, Singapore, etc and have launched 15+ partnerships till date.
Here’s a glimpse of some of my latest work in partnerships across Amazon and Netflix
Growing Amazon via Partnerships.
Partnerships is a key channel for Amazon to drive growth for its subscription businesses (Prime, Prime Video, Prime Gaming, Audible, etc), globally and my team leads the charter to unlock that via partner growth marketing across APAC and ANZ.
PHILIPPINES: In July 2023, our strategic telco partner in the Philippines- Dito (a fast growing challenger brand with 15% market share) launched their new postpaid plan, bundled with Prime Video as a key offering. In order to announce that in a big way, we convinced the partner to secure major OOH sites (funded by the partner) in the busy metropolis of Manila. This video highlights one such site that announced the offering. The partner’s GTM strategy hinged on getting market share from competitors and Prime Video was a key differentiator. The integrated campaign included TV, digital, social and CRM besides OOH.
INDONESIA: In Oct 2022, we launched Amazon Prime Video Mobile Edition via Indonesia’s largest mobile operator, Telkomsel. To announce the launch, we wove in iconic Amazon titles into daily local Indonesian situations, showing how global and local entertainment was now available on the fingertips, courtesy the partnership between Prime Video and Telkomsel. This TVC was part of an integrated campaign spanning digital, social, OOH, etc, across three months. To date, Telkomsel remains one of our top 5 global partnerships in terms of acquisitions.
THAILAND: In Feb 2024, we launched Prime Video with Thailand’s second largest mobile operator, AIS. This partnership encompassed digital, social, retail, OOH etc., and has been heralded as one of our most successful launch campaigns globally till date, consistently delivering double-digit growth. It is now one of our top 10 partners globally.
SINGAPORE: Singtel, a strategic telco in APAC (and Africa) is a our key partner in Singapore and this sizzle showcases the latest tentpole titles on Prime Video along with the partner-funded offer. This serves to create ongoing awareness for Prime amongst other OTT’s as well as ensure SOV across the partner’s TV, digital and social media channels on an always-on basis.
Growing Netflix via Partnerships
Unique Selling Proposition
LG Electronics wanted to increase the awareness and offtake of their 4K UHD TV’s in Thailand and the Philippines but they needed a compelling story to tell, beyond pixels and specs. We worked with them to build differentiated messaging and a complete integrated GTM plan to help them achieve their near term sales goals, while building on their long term brand promise. This was widely covered in the press- this article highlights the partnership in the Philippines
Let’s go shopping
Leveraging the nationwide chain of retail stores of our partner Globe in the Philippines to create awareness, education and advocacy for Netflix was critical, in its early phases in the country. PH was the first market to roll out a Microsoft Kinect execution as well as Netflix merchandise and clothing, a first ever for APAC.
Trial & Habituation.
We created Trial & Habituation Opportunities via Co branded screenings of Netflix titles with our partners. We identified open-air “friends and family screenings” (partner-funded) as one of the strategic ways to create resonance and trial for a new category like Netflix in the Philippines (followed by other markets), back in 2016. This helped familiarise fans with the content & features of the service in a friendly format.
Education & Certification
Bachelor of Arts in English Literature (Honours)
Lady Shri Ram College For Women, University of Delhi
2000-2003
General Secretary, Student's Union | National Award Winning Debator| Selected as the first graduate student for the prestigious Business Leadership Trainee Program at Unilever, reserved for management students.
Harvard Business School Online Certificate Program in Disruptive Strategy
Harvard Business School
2021
Growth Marketing
Reforge
2024
Conferences
Books and Features
Talkwalker 2023 Global Social Media Trends Report
Expert Opinion on the Rise of Social MediaCommunities
Talkwalker 2022 Global Social Media Trends Report
Culture, Consumer, Content: Trinity of Community building
For more, please see here: https://linktr.ee/dipashreedas
Recent Awards
- Dr. Tarita Shankar Award for Excellence in Leadership, Aug 2024
- Favikon Top LinkedIn Creator #21 in Singapore, 2024
- Most Admired Marketing Leader, Asia, Aug 2023
- Most Influential Marketing Leader, Asia, Nov 2022
- Asia's Woman Leader Award, CMO ASIA, Oct 2021
- Content Mogul 2021 Award, APAC Edition, Aug 2021
- e4M Play Streaming Media Awards 2021 Winner for Best Marketing Campaign
- MMA Smarties 2020 Winner for Mobile Innovation Best Digital Initiative
- LinkedIn Power Profile 2016, Media and Advertising
- SingTel SPOT Awards (2013 to 2014) for the World Retail Congress Showcase & Launch of the DataSpark brand
Recommendation
“Dipashree is the embodiment of passion, commitment and going above and beyond in all she does. She was instrumental to the early foundation of partner marketing in Netflix APAC. She led the charge of establishing pivotal partnerships which contributed significantly to both acquisition and active usage attainment in the SEA region.”
David Tse, Hiring Manager, Netflix Singapore
Currently Senior Director, APAC, Rakuten-Viber group
CareerRise: Mentorship Project
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© Dipashree Das. All Rights Reserved, 2025 | Developed by Blue Digital Technologies.
Work Portfolio: Social Media Marketing
Social media marketing has been a key aspect of my career since 2011. I started by integrating real-time Facebook and Twitter feeds into live TV shows at Channel NewsAsia in 2011, when there was no such precedent. I launched Singtel’s big data brand DataSpark in 2013 with a social forward content strategy, targeted at influencers and decision makers on LinkedIn. At Netflix, social fandom and organic conversation was at the heart of all marketing campaigns and I stewarded 30+ such campaigns during my dual stints at Netflix between 2016-2022. At Amazon, social channels are a pivotal part of all partner marketing strategy and a nodal point that connects Prime and Prime Video with customers in a meaningful way.
Here are some examples of recent social media campaigns I have helmed.