Building growth, embracing change: Meet Amit, Head of Marketing at Coupang Taiwan

Amit, Head of Marketing at Coupang Taiwan, recently relocated to Taiwan and shares that his favorite aspects of his new home are the inspiring work and the welcoming people. 

Amit, where are you from and can you tell us about your hometown? 

Sure. So, I am actually from India. There is a small town called Baroda in Gujarat  State. This is a historic city because there was a large kingdom over here. It was ruled by one of the most famous rulers in the history of India, called Maharaja Sayajirao Gaekwad. This is where I studied and where I went to college. 

Please tell us about your role and journey at Coupang. 

So, I just joined Coupang a few months ago. I'm heading the growth marketing charter for Taiwan to build and grow the entire e-commerce platform of Coupang in Taiwan. That includes acquiring new users, retaining existing users, improving the revenue per user and reactivating dormant users. I basically do this through a lot of digital marketing initiatives and channels. We also use influencer marketing to actually build a lot of brand awareness and get users on the Coupang platform in Taiwan. 

What’s been most meaningful about your time in Taiwan? 

I believe Taiwan is a beautiful country. People are very kind and helpful. I don’t speak Chinese, and Taiwan is predominantly Chinese speaking, but in my last five or six weeks here I’ve never felt alone. People go the extra mile to communicate and help me. I’m really enjoying my stay and hope to be here for a long time. 

You’ve lived and worked in many places: What opportunities at Coupang inspired you to join the company in Taiwan?  

I have worked in multiple different countries in Southeast Asia, like Japan, China, South Korea, Malaysia, and Taiwan. So that helps me understand the entire ecosystem in this region, understand the behavioral aspects, and the buying behavior of users. And it also helps me to understand how I can localize a lot of the international experience that I have specifically for Taiwan. 

 I like taking initiatives and risks, even if six out of 10 fail. That’s fine, because experimenting helps you find the right growth formula. I feel Coupang Taiwan is at that phase now, where they are open to experiments to build the right playbook. When I tested competitors in Taiwan, delivery dates kept changing, pricing shifted, and product variety was limited. With Coupang, commitments are clear and consistent. That’s a big advantage. I believe word of mouth will become Coupang Taiwan’s strongest brand marketing tool. 

What advice would you give to leaders aspiring to build high-impact teams?  

One philosophy I follow is a high commitment to execution. People should be biased toward action. Many teams spend too much time on analysis, documents, and presentations, but falter at implementation. Leaders need teams who take responsibility, act quickly, and experiment – even if some initiatives fail, you fail fast and move forward. Execution is critical. 

What is your favorite place to visit when you travel? 

In India, my favorite place is Goa. I love biking there. I’ve been riding motorcycles for about 25 years. I’ve had my current bike for five years. I love solo rides – they connect me to my soul. On a bike, the sound and rhythm help me connect with nature. Riding through forests, beaches, and mountains feels like meditation. 

If you had to explain Coupang to a friend or relative back home, what would you say in one sentence? 

Coupang is a highly fast-paced and culturally strong workplace with the best talents in the world.  

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Amit’s journey reflects Coupang’s commitment to growth and innovation in new markets. His story highlights the value of embracing change and driving bold experimentation. 

Ready to make a difference? Join us at Coupang Taiwan.