Sanya Turkalj, Head of Field Marketing at Amdocs Studios, shares her playbook for modern marketing. She discusses the challenge of earning attention in a noisy world, her view of AI as a “creative partner,” and a future where technology is used to deepen, not replace, the human touch.
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Here’s a glimpse of what you’ll learn:
- The Future is Where Technology Meets Humanity Use AI and data for powerful personalisation, but rely on human creativity, empathy, and storytelling to turn those insights into meaningful connections
- The Biggest Challenge is Earning Attention In a noisy world with a selective audience, the only way to succeed is to create personal, valuable, and worthwhile experiences that make every interaction count.
- Say Yes to the Challenges That Scare You Success in an ever-evolving field comes from embracing new technologies with curiosity and saying “yes” to challenges, because that is where real growth happens.
Could you tell us a little bit about yourself and your role at Amdocs?
I’ve been in marketing for close to 15 years now, and I absolutely love what I do. I’m currently the Head of Field Marketing for APAC and EMEA for Amdocs Studios, which is a business division of Amdocs. I lead the strategy and execution of field marketing programmes across the two regions.
My focus is on driving brand awareness and engagement, and ensuring pipeline growth by creating high-impact experiences across industries beyond telecommunications, which is what Amdocs is traditionally known for. I work very closely with the sales team to deliver on campaigns, events, and thought leadership initiatives that showcase our innovative solutions and help strengthen relationships.
How did you get into marketing?
This is an interesting one. From a young age, I was drawn to marketing; I think I was born to be a marketer. I was always interested in commercials and jingles and wondered how people came up with them.
After finishing my business degree, I had two job offers on the same day: one for a buyer role, which paid more, and one for a marketing coordinator. Everyone thought I was crazy, but I chose marketing. The rest is history, and I’ve been in the field ever since.
What is your main field marketing focus at the moment?
Right now, my focus is on crafting experiences that truly connect with our audience. A key part of this is weaving new technology, specifically AI, into the fabric of our field marketing initiatives. I don’t see AI as just a tool, but as a creative partner. It’s helping us to personalise at scale, uncover insights much faster, and turn every campaign into a smarter, more meaningful interaction with our customers and prospects.
What is the biggest challenge field marketers face today?
The biggest challenge today is getting people’s attention. It’s a world that’s full of noise, and audiences are very selective with their time.
We need to create experiences that feel personal and valuable enough for a customer or prospect to turn up. They are not just a number; they are someone who means something. It’s about balancing creativity with the smart use of data to make every effort count.
What is key to staying ahead of competitors in your sector?
For me, it’s about staying closer to the customer than anyone else. This means truly knowing their world and helping them solve the problems that matter most to them. It also means not standing still. You have to keep exploring new things, trying new technologies, and using the insights you gain to keep your approach fresh and relevant.
What do you believe is the biggest opportunity for field marketers today that might not have been available in the past?
I come from a traditional marketing background, having gone from creating radio advertisements and billboards to now utilising AI. Today, we have so many technologies at our disposal—from AI and real-time analytics to immersive event tools.
These technologies allow us to personalise at scale in ways that were never possible before. Field marketers now have the ability to be incredibly creative and build data-driven experiences that adapt in real time, ensuring every interaction has an impact and builds a stronger connection.
What career advice would you give to anyone starting in the marketing industry?
Marketing is an exciting and always-evolving career. My advice is to first build a strong foundation in strategy, creativity, and analytics. But most importantly, never stop learning.
Embrace new technologies with curiosity and see changes as opportunities, not disruptions. When you face a challenge, say yes, even if it scares you, because that’s where you grow. Remember that connections and relationships with your stakeholders are crucial, so collaborate. Every campaign is your chance to tell a story, spark a connection, and make a lasting impact.
What is a piece of traditional leadership advice that you believe doesn’t apply to modern field marketers?
The old advice to “stick with what you know” and use one message everywhere doesn’t work anymore. Today’s audiences expect personalised, relevant experiences, and what you did last year can be outdated this year.
Modern field marketers need to experiment, take calculated risks, and constantly tailor their approach to the audience and the market. You have to stay in the moment to stay relevant and ahead.
What does the future of marketing look like?
I honestly believe the future of marketing is where technology and humanity meet. AI and data will give us the power to understand our audience at an individual level, but it will be creativity, empathy, and storytelling that turn those insights into meaningful connections.
Campaigns will evolve into ongoing, personal, and authentic conversations. The brands that will thrive are the ones that adapt quickly and use innovation not to replace the human touch, but to deepen it.
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