In this inaugural episode of The Marketing Couch, I sit down with Ayushi Mona Singh, a full-stack marketer with over a decade of experience across retail, pharma, banking, venture capital, and logistics.
Ayushi has worked with brands like Novartis, Future Group, Axis Bank, and most recently, Delhivery, where she led marketing efforts focused on SMBs.
What sets Ayushi apart is her unique toolbox and mindset—she doesn't come in with just one playbook but builds the one your business needs, grounded in deep user research, local insights, and data-backed experimentation.
In our conversation, we unpack:☞ Why full-stack marketers are the perfect fit for SMBs and early-stage startups☞ How Ayushi navigated from banking to retail to pharma to logistics (and why this path makes her uniquely effective)
☞ The critical difference between ambition and aspiration in career planning
☞ Why retention marketing is the most underrated growth lever, especially for SMBs
☞ How to reach tier-two and tier-three markets in India without massive budgets
☞ Why product quality ultimately beats marketing tactics for retention
☞ The importance of being outcome-driven rather than channel-obsessed
☞ How biased listening prevents founders from truly understanding their customers
Ayushi also shares her reflections on teaching and mentoring marketers, her approach to freelancing, and her reading recommendations for continuous learning—because as she puts it, "If you're a marketer, sign up for a life of learning.
"Find Ayushi Mona Singh:
LinkedIn: www.linkedin.com/in/ayushimonasingh
Mentioned in the episode:
- MoEngage
- Retention marketing platform
- RFM segmentation for customer retention
- Alchemy by Rory Sutherland
- "The CEO Factory" book on building lasting brands
- Essentialism
- Book on prioritization
- Avinash Kaushik's blog on marketing analytics
Subscribe to The Marketing Couch:
YouTube: https://www.youtube.com/@jaydipsikdar
Connect with Jaydip:
LinkedIn: https://www.linkedin.com/in/jaydipsikdar/
Timestamps:
00:00 The Intro
02:56 Ayushi's Journey: A Full-Stack Marketer's Perspective
06:13 Aspirations vs. Ambitions in Career Development
09:07 The Role of Specialization in Marketing
12:06 Understanding the Full-Stack Marketer's Toolbox
15:04 The Value of User Research in Marketing
17:55 Engaging with SMBs: Challenges and Strategies
21:01 The Unique Dynamics of Marketing to SMBs
23:54 The Differences Between Startups and Large Brands
26:54 Acquisition Strategies for SMBs
36:42 The Role of Community in SMB Marketing
38:58 Retention Strategies for SMBs
43:11 Data-Driven Marketing Insights
48:10 Initial Marketing Strategies for Startups
53:59 The Transition to Consulting
55:50 Giving Back: Mentorship and Guidance
01:00:10 Continuous Learning in Marketing
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