Kalika Tripathi is the Head of Marketing at Amazon Payment Services for the Middle East & North Africa (MENA). In this role, Kalika leads the marketing department in alignment with strategic business objectives, focusing on driving brand preference, establishing content strategies, and taking new payment product launches to scale. An experienced marketing and research leader, Kalika follows a data-driven approach, and has proven her ability to drive business results by utilizing customer insights.

She played an instrumental role in the successful launch of the re:Imagine Payments thought leadership forum by Amazon Payment Services, and continues to work with team members to increase the impact of forum engagements throughout the year. Kalika also worked intimately with research agencies Euromonitor International and Sixth Factor Consulting to create the forum’s first whitepaper, “What’s Next for Digital Payments in the Middle East and North Africa.”

Kalika has over 20 years of professional experience spanning the industries of market research, banking, and payments, having specialized in payments for the past eight years.

Prior to joining Amazon Payment Services, Kalika was Vice President of Marketing at VISA Middle East, where she successfully led the regional marketing function across over 20 countries. Kalika has also occupied the role of Regional Lead – Marketing Planning at HSBC Bank Middle East, as well as Associate Director at The Nielsen Company, UAE.

Kalika has served as a jury member at the coveted Effies MENA Awards, and is also a member of the Toastmasters International WFA (World Federation of Advertisers) and The Marketing Society.
Underlining her credentials in the research field, Kalika co-authored two research papers presented at the European Society of Market Research in Berlin and Paris, which analyzed topics related to marketing and design thinking.

Fittingly, Kalika earned her master’s degree in sociology – the parent science of customer insight methodologies. More recently, in 2022, she completed an Accelerated Marketing Leadership Program from Northwestern University – Kellogg School of Management, Illinois.