How I transitioned from HR to digital marketing at Amazon

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How I pivoted from HR to digital marketing: My journey to success at Amazon

28 Oct 2024
- admin
- Student Journey
Jayalakshmi Swaminathan, a Program Manager at Amazon, is not only a brilliant leader but also a humble and dedicated professional who proudly calls herself an “Amazonian.” We’ll dive into the meaning of this term, which not only signifies her deep connection with Amazon but also reflects the strength and resilience of a warrior woman—traits Jayalakshmi embodies.

Starting from the basics of advertising, she has mastered the art of launching new programs and teams, making remarkable strides along the way. Her journey from HR professional to marketing expert is truly inspiring, showcasing her ability to pivot and create an impeccable track record in marketing. And, if we can let you in on a little secret, there may be something exciting on the horizon—perhaps even in the realm of entrepreneurship.

As a leader in Amazon Ads, Jayalakshmi has been at the forefront of crafting go-to-market strategies and providing strategic marketing solutions tailored to client needs—an area where her deep understanding of customers has set her apart. Her role is all about delivering results, collaborating with teams, and closing process gaps, all while enhancing Amazon’s customer experience. With her extensive expertise, she has also carved out a niche in strategic program planning, and as a former Data Security Lead, she has designed and implemented cutting-edge security programs.

Why did I choose to pursue HR and the SOIL program?

I embarked on my HRLP journey with SOIL straight after completing my engineering degree. I was a fresher, with no prior work experience, and my understanding of the corporate world was limited. However, SOIL offered me a platform to expand my knowledge, not just through classes, but also by providing industry exposure and real-world projects. While pursuing my PGPX, I even took on the role of a research assistant. This experience allowed me to grow both academically and professionally, laying a strong foundation for my future career.

How did my career start at Aircel after SOIL?

After graduating from SOIL, I secured a placement with Aircel through campus recruitment. At Aircel, I joined as a management trainee, where I experienced a broad spectrum of roles—not just in HR, but also in sales, marketing, finance, and supply chain. This year-long stint was eye-opening, exposing me to the multifaceted nature of the business world. Later, I was promoted to Assistant HR Manager, and during my time there, the company faced bankruptcy and liquidation. This challenging phase was filled with valuable lessons on employee wellness, managing grievances, and handling layoffs—things I never expected to learn so early in my career.

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What motivated me to transition into digital marketing at Amazon?

After Aircel, I wanted to expand my skill set and dive into something new. Digital marketing intrigued me, even though I had no formal experience in the field. So, I took the initiative to complete a few courses on Google Ads and other marketing tools.

This decision led me to Amazon, where I joined as an account manager. Despite my lack of experience, I was able to adapt quickly, thanks to the wealth of learning resources available. Over time, I pivoted into different roles at Amazon, including data security and program management. The exposure I gained across global markets—from Japan to the US—has been invaluable.

How did I manage to grow at Amazon?

At Amazon, I’ve worn many hats. I began by managing key advertising accounts for the US and UK markets. Then, I transitioned into data security, a completely new field for me. Over the last six years, I’ve taken on more responsibilities as a program manager, implementing security initiatives, working across different regions, and continuously expanding my skill set. This journey at Amazon has been both challenging and rewarding, but I attribute my adaptability and growth to the strong foundation I built at SOIL.

What advice would I give to those looking to pivot in their careers?

If there’s one thing my career has taught me, it’s that you don’t have to stick to a single path. I pivoted from HR to digital marketing, then to data security, and now program management. The key is to embrace learning and take risks. For anyone looking to pivot, I recommend upskilling through available resources—many of which are free, like Google and Amazon Ads courses. Even if you don’t have direct experience, a willingness to learn can help you break into new industries.

How did I prepare for placement interviews? What should you focus on?

Networking is crucial. Staying active on platforms like LinkedIn, sharing insights, and making connections can get you noticed by recruiters. When it comes to interviews, one of the most important things I’ve learned—especially at companies like Amazon—is the value of customer obsession. Hiring managers are looking for individuals who can demonstrate their passion for solving customer problems. Another key factor is cultural fit, which includes a willingness to contribute and a desire to learn. These qualities are often more important than technical skills, which can be taught on the job.

What’s my final piece of advice for students preparing for placements?

Confidence and clarity are essential. When you’re preparing for interviews, focus on articulating your impact—what problems you’ve solved, what results you’ve achieved, and how you think strategically. Data-driven insights are especially valuable. Whether you’re discussing internship projects or academic experiences, try to quantify your contributions. And don’t shy away from talking about failures; they often teach the most valuable lessons.

Watch Jayalakshmi’s entire interview with SOIL, right here!

Ultimately, your career is a journey of continuous learning and growth. Stay curious, embrace new opportunities, and don’t be afraid to take risks. That’s the mindset that has guided me, and I’m confident it will serve you well too.

Jayalakshmi Swaminathan
Program Manager ll – Amazon Ads, driving business growth.
SOIL Institute of Management, Batch 2014-15