Aisha Khan is Chief Strategy Officer at Pharmapacks, responsible for developing growth strategies at the largest U.S. Amazon 3P Seller. Aisha joined Pharmapacks with a wealth of passion and expertise having over 10 years of multi-faceted eCommerce experience across marketing, sales, IT, and supply chain within both startup and established companies such as Johnson & Johnson and Publicis Groupe.

She is also a startup advisor and adjunct professor at Rutgers University where she teaches Data Visualization & Supply Chain Transformation.

Why did you choose to pursue eCommerce in your career? I had an online business selling custom apparel when I was 21. I’ve always been drawn to the power of the internet to connect people and create opportunities regardless of age, race, and gender. I also was unexpectedly assigned to the eCommerce team at my MBA internship rotation at Johnson & Johnson several years later so I think it was just meant to be!

What is your biggest strength, and how have you used it for your success in eCommerce? The determination to say what needs to be said versus what others might want to hear. It’s gotten me in trouble plenty of times but the right people appreciate the honesty. It surfaces and solves problems quickly. This has also taught me to be resilient when things don’t go my way.

What is the weirdest skill or talent to come in handy in your eCommerce experience? I can remember numbers easily. It’s scary.

How have you most successfully influenced change within your organization (or with your clients)? This is cliche but it’s true: If you want to go fast, go alone, if you want to go far, go together.

Having the ability to gauge when fast change is necessary versus deep-rooted change is an important part of strategy. I’m constantly adjusting my change management style based on the client or stakeholders involved. This personalized approach has been a major key to my successes.

What was your most “valuable” career failure, and why? My online apparel business failed. Failure is an incredible teacher. Best decision I ever made was to try my hand at entrepreneurship. I learned so much in the process and it made me a stronger person. I’ll probably go back to it one day.

In the last five years, what new belief, behavior or habit has most improved your life? “Know yourself, know your worth.” Believing in myself and my abilities has been the single greatest unlock of my career. Surrounding myself with amazing mentors, family, and friends has been a big part of that. Just as important though is mentoring others to see their potential and aim high. It’s by far the most rewarding part of my job.

What are you learning right now? Python. The future is data science!

What are the 1-3 songs that would make up your career soundtrack today?

• Walk on the Wild Side by Lou Reed
• Good as Hell by Lizzo 
• Better Together by Jack Johnson

What are the 1-3 books you’ve gifted the most or that have greatly influenced your life, and why?

• Never Split the Difference by Chris Voss: Learning how to negotiate is one of the most powerful business skills to master
• Where the Sidewalk Ends by Shel Silverstein: This was gifted to me by a friend as a reminder to look at the world with bright eyes

If you could have a gigantic billboard for the world to see with anything on it, what would it say, and why? “Shoot for the moon. Even if you miss, you’ll land among the stars.”

What are the worst recommendations or advice you have heard related to eCommerce? Unfortunately, new brands with aggressive investors often get pressured by them to prioritize profit metrics in Year 1 versus market share. Focusing on profits is critical but eCommerce is an expensive channel and costs are rising monthly as competition increases. Winning involves a savvy investment strategy and profitability involves patience.

What advice would you give to a future leader of change about to enter business, or specifically the eCommerce field? Jump in. No one knows what they’re doing, we’re all just figuring it out as we go.

What specific, industry-related change do you believe will happen that few others seem to see? The future will be driven to extremes: run primarily by data scientists and artists.

Most of our jobs in sales and marketing will become automated in 7-10 years. Digital strategists in the future will be the ones with the skill set to tweak and adjust algorithms to create competitive advantages. This is also why the brands/retailers that will thrive are the ones that balance science with soul. While even creative content is being addressable and automated, innovative creative agencies will become more valued as it becomes challenging to build consumer connections among a sea of new brands and platforms. Content will remain king.

---

First Movers is a change leader interview series featuring select industry pioneers who are boldly driving the evolution of digital commerce, the consumer and everything in between.