Amazon Prime Video expands Sonal Kabi’s marketing mandate across APAC

Amazon Prime Video has announced the elevation of Sonal Kabi to director and head of marketing for APAC and ANZ, Prime Video and Amazon MGM Studios. In this expanded role, Kabi will lead regional marketing strategy across Asia-Pacific and Australia and New Zealand, building on her earlier responsibilities as director and head of marketing for India.

Kabi shared news of her appointment through a LinkedIn post, marking a significant expansion of her remit within the organisation. The move reflects Amazon Prime Video’s focus on strengthening leadership across key international markets as competition within the streaming and content landscape continues to intensify.

Kabi joined Amazon Prime Video in 2024, moving from Netflix where she served as director of marketing. Her return to Amazon marked a continuation of a long-standing association with the company. Prior to her stint at Netflix, she spent nearly six years at Amazon India in multiple leadership roles spanning content and platform marketing.

During her earlier tenure at Amazon, Kabi held roles including lead for Originals at Amazon Prime, head of title marketing at Amazon Prime Video, and head of marketing at Amazon miniTV. Across these positions, she was involved in shaping the marketing strategy for original content, platform launches and audience growth initiatives, working closely with creative, content and media teams.

Her professional background spans both agency and brand environments, giving her exposure to different facets of marketing and communications. Early in her career, Kabi worked with agencies including Lowe and Leo Burnett, now known as Leo. These roles helped build her grounding in brand strategy, creative development and integrated communication.

She later transitioned to client-side roles, joining organisations such as Star TV Network and McDonald’s India. These positions added experience in media, consumer marketing and large-scale brand operations before she moved into the digital and streaming space with Amazon. This combination of agency and brand-side experience has shaped her approach to content-led marketing and audience engagement.

As part of her new role, Kabi will be responsible for aligning marketing strategies across diverse markets within APAC and ANZ. The region encompasses varying consumer behaviours, languages and content preferences, requiring locally nuanced approaches supported by regional coordination. Her appointment suggests a continued emphasis on integrated marketing across Prime Video and Amazon MGM Studios’ content slate.

Kabi is an alumna of Xavier Institute of Management, Bhubaneswar, and Modern High School, Kolkata. Her educational background, combined with experience across FMCG, media, technology and entertainment sectors, positions her to manage the complexities of marketing in a multi-market streaming environment.

The elevation comes at a time when global streaming platforms are increasingly investing in regional leadership to balance global scale with local relevance. By expanding Kabi’s role, Amazon Prime Video signals confidence in her ability to lead marketing across multiple geographies while maintaining consistency with the platform’s broader brand and content strategy.