Lead - Marketing & Corporate Communication

• Mar 2019 - Present

Market Entry Strategy Consultant

• Sep 2012 - Feb 2013

Conduct an extensive research and analysis of ‘Commercial Finance Brokerage industry’ of the UK that seeks a proposal for choosing potential products/services, reviewing customer insights, selecting marketing strategies, advocating marketing mix strategies, fabricating competitor database and proposing a web-based sales process & logistics. Conduct an extensive research and analysis of ‘Commercial Finance Brokerage industry’ of the UK that seeks a proposal for choosing potential products/services, reviewing customer insights, selecting marketing strategies, advocating marketing mix strategies, fabricating competitor database and proposing a web-based sales process & logistics.

MBA Full-time Student

• Sep 2010 - Sep 2012

Senior Manager - Head of Consumer Products Division

• 2005 - 2009

Responsible for marketing, sales and distribution achievements; top, middle and bottom-line performance; setting objectives and executing trade marketing and consumer promotional activities. Proven leadership demonstrated in mapping strategies and formulating business solutions for achieving commercial objectives by maintaining the balance of long-term growth and short-term tactics to establish market dominance. Key challenge was to restructure business processes and rejuvenate key stakeholders' confidence and relationship.  Managed the trading division of Consumer Products as HOD and achieved sales volume, revenue and profitability objectives.  Reengineered overall business processes and turned-around loss making department to become self-sufficient.  Devised business development, budget planning and forecasting that encompasses supplier-wise targets, pricing strategies and brand-wise promotional plans.  Handled multiple brands/categories by synergizing individual brand strengths to compliment others within the portfolio while assuring each strives for its market dominance and growth.  Activated annual ‘Modern Trade Reciprocal Programs’ by developing customized promotional plans in modern trade and also made exclusive tie-up with number of flagship resorts.  Liaised as the key point of contact with number of MNC supply chain partners (Proctor & Gamble, Cadbury, Carlsberg Breweries, Holsten-Brauerei AG, National Foods, F&N Group, Perfetti Van Melle, Dilmah, S&P Industries) and managed their distribution partnership.  Augmented top-line performance and gross margin above 300% within 2 years.  Controlled and almost doubled the efficiency in recovering trade receivables and improving inventory turn-around period.  Managed P&L performance, ratio analysis and forward/reverse costing (procurement).  Closely worked with cross-functional teams: Finance, Operations, Logistics and HR.  Developed promotional concepts and designed POS materials.

Manager – Sales & Business Development

• Jul 2004 - Dec 2004

One of the well-known organizations in the Maldives for trading and distributorship which serves over 75% of the resorts in Maldives Islands.  Worked for Unilever Sri Lanka’s operation in Maldives islands.  Devised KRAs for Sales Executives, monitored KPIs and appraised performances.  Handled administration and sales forecasts, operation & distribution.  Carried out sales team training, in-store displays and trade marketing activities.  Demarcated the market and established trade coverage, customer database and relationship.

Territory Manager | Senior Marketing Executive

• Jul 1999 - Jun 2004

The blue-chip brewery and the market leader with a share of 86% for premier beer products in Sri Lanka. Brands in the portfolio are Lion Lager, Carlsberg, Carlsberg Special Brew, Lion Stout and Strong Beer.  Developed, exercised and controlled strategies and trade marketing activities.  Achieved annual sales budget and category profitability.  Managed KA, tie-ups, seasonal events, promotions and sponsorships in cross channels.  Coordinated and managed sales teams to generate territorial sales volumes.  Managed distributors as cost centers and monitored P & L and implemented ROI models.  Consolidated width & in-depth distribution, brand dominance and trade relationship.  Maintained segment share, cooler share and overall 93% share of the market.  Managed distributor’s operation, logistics, sales, trade coverage, promotions, displays, merchandising, store branding, hoarding installation, roadshows and sales force training.

Senior Sales Representative | Sales Representative

• Jul 1996 - Jun 1999

 Managed sales, distribution, reporting, administration, displays and sales forecasts.  Promoted Vaccines, OTC and Prescriptive Medicines.  Increased Horlicks (malted food drink) penetration with 12% (LMBR report, 06/ 2007)  Achieved best market for Panadol (branded paracetamol) and Horlicks Model displays.  Carried out pharma product detailing with the general practitioners and medical officers.  Liaised with brand managers for consumer promotions and key outlets’ branding.  Obtained GSK Excellence Awards for achieving highest top-line performance (quarterly) for three times.