Dineth Chandradasa - MBA,PG Dip(CIM UK)

Experience

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  3M

  Nov 2004 - Jan 2006

  Sales Representative (3M Lanka)

  Promoted commercial graphics solutions such as sticker and flex materials...

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  Grey Group

  Feb 2006 - Nov 2007

  Brand Servicing Executive

  Brands Handled - Nations Trust Bank, Ceylon Cold Stores (Elephant House), Scan Foods, Keells Foods (Krest Range), Sri Lanka Apparel, Dunhill, JPGL

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  Sarva Colombo

  Nov 2007 - Oct 2008

  Account Servicing Executive

  Brands Handled - Pan Asia Bank, Dimo, Softlogic, CIMA

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  Asian Alliance Insurance

  Oct 2008 - Nov 2010

  Assistant Brand Manager

  Notable Achievements• 2009/ 10 - Executed Advertising Campaigns placing Asian Alliance as the “True Professional” in the Industry & Initiated/ Implemented significant CSR projects.Work ScopeExecution of the annual brand plan of the company, liaising with all the key stakeholders such as Advertising / PR / research agencies.

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  Sunshine Healthcare Lanka Ltd

  Nov 2010 - Oct 2013

  Brand Manager

  Brands Handled - Healthguard (Wellness Retail Chain), Essence of Chicken, Woodward’s Gripe Water, Sugar-Free NaturaNotable Achievements • 2013 - Re-launched Healthguard Pharmacy chain as a Wellness chain. Number of outlets increase from 6 outlets to 12 outlets.• 2011 - Successfully managed to reverse the declining trend of Brands Essence of Chicken. The brand recorded a 20% volume growth in 2011/12.• 2012/ 13 - Secured volume growth for Woodward's Gripe Water and Sugar Free Natura brands which had a positive impact on overall NP for the range.Work Scope• Develop and implement comprehensive brand strategies that align with business goals.• Plan, execute, and oversee marketing campaigns to promote the brand across various channels.• Monitor and analyze campaign performance, making adjustments as needed Show less

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  Lanka Canneries Limited

  Oct 2013 - Apr 2017

  Senior Brand Manager

  Notable Achievements• 2016: Successfully re-positioned MD Sauce range, regaining market dominance & increasing market share by 8%.• 2015: Led the MD Nectar relaunch range with a refreshed new look & more impactful market positioning, resulting in a 100% increase in volume sales by 2016, compared to previous 5 year average sales.• 2014: Orchestrated MD Delight (squash) relaunch with new packaging & improved formula, leading to a 75% increase in 2015 & 100% in 2016 in volume sales in comparison to 2014.Work Scope• Held responsibility for market share, top-line revenue, and profitability across all main product categories.• Formulated and implemented channel strategies for Modern Trade and HoReCa channels.• Managed key product categories including Jams, Sauces, Cordials, Nectar (PET), Condiments, and Desserts. Show less

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  Ambeon

  Apr 2017 - Mar 2021

  Senior Brand Manager - Dankotuwa (Porcelain) & Di

  Subsidiaries - Dankotuwa Porcelain PLC & Ceylon Leather Products Ltd.,Brands - Dankotuwa (Porcelain) & Di (Shoes)Notable Achievements • 2018/ 21: Executed strategic & tactical initiatives across retail & dealer channels, increasing market penetration & channel impact. • 2018/ 19: Developed/ executed comprehensive digital & social media strategies, integrating with e-commerce platforms to enhance online presence & sales.Work Scope• Formulated & executed the annual marketing & brand plans successfully.• Managed key stakeholders such as the advertising, media, research agencies & channel partners to ensure brand & channel objectives are achieved• Imprioved the overall look and feel of the retail stores for Dankotuwa Porcelain and DI Leather. Show less

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  Emerald International (Pvt) Ltd.

  Mar 2021 - Jun 2023

  Head of Marketing

  Notable Achievements• 2022/ 23: Spearheaded launch of the Emerald Junior sub-brand, introducing new kids' clothing line, expanding the product portfolio.• 2021/ 22: Led the introduction of a new trouser range under Emerald brand, enhancing the product portfolio & driving increased consumer engagement.• 2021/ 22: Instrumental in Emerald's strategic expansion into the retail, contributing to development & execution of strategies that positioned the brand for growth in new sales channels.Work Scope• Formulated the annual marketing and brand plans for the company, including the preparation and management of budgets for all brands.• Managed the e-commerce, digital, social media platforms & formulated channel marketing initiatives to help achieve channel revenue objectives.• Managed the Marketing team via training, mentoring & developing whilst enhancing their contribution to the departmental & overall business growth.• Monitored the retail channel, consumer behavior & took strategic steps that helped to enhance retail indulgence.• Sustained positive relationships with strategic channel partners, advertising agencies, and research firms. Show less

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  AL OBAIDANI | محلات العبيداني

  May 2023 - Nov 2024

  Senior Marketing Manager

  Notable Achievements• 2023/ 24: Orchestrated the successful launch of seasonal fabric collections targeting EID seasons, resulting in a 35% increase in volume sales compared to the same period previous year.• 2023/ 24: Developed & finalized a comprehensive retail expansion strategy, leading to opening two new retail outlets in outer Muscat Governorates, enhancing the brand's market footprint.• 2023/ 24: Revitalized the brand design guidelines to enhance brand messaging effectiveness & developed SOPs for retail & marketing initiatives, ensuring consistent & impactful channel execution.Work Scope• Prepare & manage the marketing budget, ensuring marketing strategies are cost-effective & produce a high ROI.• Effective brand positioning to ensure it resonates with the target audience and stands out in a highly price driven and a competitive landscape.• Research & stay updated with the industry trends, competitor activity & consumers preferences • Collaborating cross-functionally to ensure a cohesive & integrated approach to marketing campaigns & initiatives.• Cultivate a data-driven culture within the marketing team by leveraging analytics to inform strategic decisions and measure the effectiveness of marketing initiatives. • Lead, inspire, mentor, & develop a high-performing marketing team capable of executing marketing initiatives that meet agreed goals. Show less