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Amey Kanade

Product Marketing at Fire TV (Smart TVs), Amazon

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What does internal communication look like leading up to a product launch? How are teams looped in?

Amey Kanade

Amazon Product Marketing at Fire TV (Smart TVs) • April 21

Another great question. Product launches more often than not tend to get chaotic, especially as you approach the launch date. We follow the RACI framework for decision making (https://en.wikipedia.org/wiki/Responsibility_assignment_matrix) and we make sure we appoint only 1 DRI from every team. T......Read More

1214 Views

What are the aspects of operationalizing a Go-To-Market plan that might prove to be most risky?

Amey Kanade

Amazon Product Marketing at Fire TV (Smart TVs) • April 21

Great question. There could be many reasons why a GTM plan is deemed risky. Perhaps because a lot is hinging on a product launch, or a risky marketing campaign and the riskiest of all - you as a PMM are not completely on board with the product. (The later should not happen but it has happened to ......Read More

1202 Views

How does one create a "positioning document?"

Amey Kanade

Amazon Product Marketing at Fire TV (Smart TVs) • February 17

I always start with defining the customer and then working backwards. 1. Define the customer: Based on the market data, I come up with a few personnas. Personnas makes is easier to tell a story and it's easier for your audience (in your case your - CMO) to visualize the customer. Use all the da......Read More

1137 Views

What are some key ways to preserve "launch momentum" after the actual launch to get more customers to use said launched product or feature?

Amey Kanade

Amazon Product Marketing at Fire TV (Smart TVs) • April 21

Great question. I have worked in the consumer electronics/Hardware industry for most of my career so my answer is going to be from a consumer product launch pov. I have seen many launch teams make the mistake of defining "launch" as the initial period usually lasting a day (or perhaps a few days)......Read More

1016 Views

How does Product Marketing measure the success of a launch?

Amey Kanade

Amazon Product Marketing at Fire TV (Smart TVs) • April 21

I think measuring success is relatively easy - you have GA, Tableau and similar tools to measure web traffic, purchases, etc. I think the most difficult thing is to define success ahead of a product launch. At my current company, we had large amounts of historical data from previous product launc......Read More

1010 Views

How do you easily project manage a product launch?

Amey Kanade

Amazon Product Marketing at Fire TV (Smart TVs) • April 21

Short answer - Get a good project manager on your team :) But I understand you don't always have the luxury to get a proj. mgr for a product launch. In some cases, for bigger launches, I have asked for a shared proj. manager from another team (especially the product team). If nothing - you bas......Read More

1009 Views

What systems/tools do you swear by for product launches to keep all stakeholders informed and engaged?

Amey Kanade

Amazon Product Marketing at Fire TV (Smart TVs) • April 21

1. I create custom marketing dashboard daily reports ahead of every product launch. (Google analytics/Periscope/Tableau Daily Reports, don't have a specific preference as long as the right metrics are reported to all stakeholders on a daily basis during the launch period) 2. I hate and love Asan......Read More

991 Views

Do you have a framework or process for determining what tactics to use as part of your launch?

Amey Kanade

Amazon Product Marketing at Fire TV (Smart TVs) • April 21

I don't use a specific framework. I work at an eCommerce company now and we launch several products on our platform (300+ hardware SKUs each year). It was impossible to come up with GTM plans for each and every product, so we came up with our own framework for product launches. Tactically speakin......Read More

975 Views

Do you have any tips on how to find creativity with Launches and finding new ways of promoting new products?

Amey Kanade

Amazon Product Marketing at Fire TV (Smart TVs) • April 21

A few tips and I would love to hear what y'all do for this. I tend to get a writer's block every time I have launched a product. 1. Inspiration from other industries: So if you are launching a consumer electronic product, check out a product launch from the say for e.g. fashion industry. 2. C......Read More

880 Views

How do you make room for new ideas in your launch campaigns vs following a tried-and-true playbook?

Amey Kanade

Amazon Product Marketing at Fire TV (Smart TVs) • April 21

I try to follow Google's 80/20 innovation model. Basically I reserve 20% of the effort (in terms of time and budget) to think of new innovative ideas. I hold brainstorming sessions or ask members to come back with at least one whacky idea. Now, this is not possible for every product launch and wh......Read More

634 Views

Credentials & Highlights

Product Marketing at Fire TV (Smart TVs) at Amazon