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60 Seconds: Karam Kaul AKG

What is your new position, and what does it entail?

Karam Kaul AKGQ: What is your new position, and what does it entail?
A: My new role is director of Marketing at AKG, which means I determine product and communications strategy and execution for the brand. That can be simply translated to understanding our customers’ needs, building the right products to address those needs and communicating effectively with customers around the world in an engaging and authentic way. If I can do that, then AKG will be better connected with our community of end users, we’ll understand and anticipate their needs better and we’ll be more a successful business.

Q: How has your background prepared you for your new role?
A: I have spent a lot of time in the retail channel, so I think I understand the dynamic quite well and know that you don’t simply build product—you need supporting programs as well! My background also includes digital strategy, and whereas digital is continually evolving, I have a good handle on what works and what does not work.

Q: What new marketing initiatives are we likely to see from the company?
A: It’s early yet. I want to listen to the customers, listen to our channel partners and listen to our R&D and factory teams so that I can craft programs that are meaningful to all three constituent groups. We will act—and act ambitiously— but we’ll do so in an educated versus intuitive way.

Q: What are your short- and long-term goals?
A: There is phenomenal potential within this organization. My long-term goal is to elevate the AKG brand and the AKG business to where we all agree it should be. on the short term, I think we can make gains on the business with our existing and incredible product portfolio.

Q: What is the greatest challenge that you face?
A: every business faces challenges and AKG is no different, but I do think our current team is very strong, our goals are ambitious and we are ready to execute. Prioritizing all our initiatives for the near-, mid- and long-term will be the challenge as we’re all eager to get all of our projects off the ground.