As Head of Consumer Marketing & Strategy at Amazon Fresh, Jake Avdiev leads promotional and omni-channel marketing efforts for the company’s grocery business. Drawing from his expertise in consumer acquisition and retention, Avdiev drives growth through data-driven strategies and test-and-learn approaches. Named to our Marketers to Watch list in partnership with The Wall Street Journal, he shared insights on evolving consumer expectations, the role of innovation in grocery delivery, and why finding meaning in your work matters.
What book or podcast do you recommend to marketing leaders today?
I highly recommend “Acquired,” a podcast that delves into the stories behind companies, exploring their history and providing in-depth analyses of their business models and strategies. Another strong podcast is “How I Built This,” which features interviews with entrepreneurs and innovators sharing the stories behind what they built and the challenges they overcame. In terms of books, I recommend “Influence: The Psychology of Persuasion” which explores the psychology behind why people say “yes” and how marketers can ethically apply these principles to influence consumer behavior.
What’s a prediction you have for consumer marketing over the next few years?
I consistently see consumers leaning into convenience and value more than ever before, and I anticipate that to continue to be the case – both out of necessity as well as expectation. As technology continues to get woven into the fabric of everyday life, consumers’ expectations continue to grow and evolve towards new needs and anticipation for faster, better, and more cost-conscious services and products. Keeping your finger on the pulse of trends and ensuring your organization is at the forefront of technology will be the only way to thrive and not get left behind.
What’s an innovative or exciting project you’re currently working on?
I’m currently working on the evolution of our promotional approach. I take pride in delivering value to consumers, which can manifest in different ways, whether monetarily, by saving time, or through providing experiences. Consumers place varying emphasis on what defines “value” for them. The exciting part for me is understanding where consumers draw their lines of importance, and how I can help fill any void or gap they’re experiencing. My role is to provide value to consumers in the best possible way, so that every moment experienced with a particular brand, product or service can be meaningful and magical.
What’s the most pressing business challenge you’ve faced within the last year and what have you done to solve it?
Keeping consumers happy while pacing to societal trends is always the biggest challenge. This is largely because these are fast-moving goal posts that do not stay in one place. What makes consumers happy today does not necessarily translate into future success. Future-proofing your marketing approach stems from asking the right questions and listening to consumers as well as anticipating needs before they arise. Companies that place emphasis on understanding their consumers and actioning against those insights truly stay ahead of the curve.
What leadership muscle is the most important for marketers to exercise?
Always listen attentively and actively. This does not just apply externally with consumers, but also internally across your team and with cross-functional partners and leadership. People will often tell you exactly what they want, though sometimes not quite clearly. I recommend you remove any doubt wherever possible, and be forthright with any questions you have to ensure your understanding of any situation before it’s too late in the process to pivot or shift gears. Leave ambiguity at the doorstep wherever possible.
What’s the most game-changing piece of career advice you’ve ever received?
Find importance in everything you do. It can be difficult to find meaning and impact in your work if you just take the face value of what you’re doing (such as selling soda or pitching snacks). However, if you take a step back to find the value in what you’re truly delivering to consumers, it can help you realize the impact you’re making, sometimes in ways that may not be obvious (e.g. bringing a smile to someone’s face during difficult times or providing a moment of nostalgia from childhood memories through specific brands or products). Value can be found everywhere, it’s just a matter of looking in the right places.
What gives you energy and inspiration outside of work?
My faith, family, and loved ones give me inspiration outside of work. I find personal balance is critical to maintaining the level of effort and focus needed at work to exceed expectations and perform well. If you prioritize your personal well-being, then both personal and professional aspects of your life tend to fall properly into place.
Marketers to Watch is a recognition series to spotlight highly innovative and forward-thinking marketing leaders in the community. If you have someone you’d like to nominate for the series, apply here.
