Retention, Tier-2 India, and SMB Marketing Playbook | Ayushi Mona Singh on The Marketing Couch

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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