Ramila Fernando Email & Phone Number

Sri Lanka

Sri Lanka

Success MeasuresAwarded Silver for Clogard Chooty as the ‘Best New Entrant Brand of the Year’ at the SLIM Brand Excellence 2021Awarded Silver under the category ‘Best New Entrant of the Year’ at the SLIM Brand Excellence Awards 2022Finalists Awarded for Clogard Natural Salt and Clogard Chooty at the Effie’s 2021Strategic Planning - Assessing the market attractiveness & business potential and determining category strategies to drive brand growth to achieve the set KPIsMarket Measures • Driving market share, brand health, Top of Mind (TOM) with optimized Share of Voice (SOV)• Rolling out on-time-in-full (OTIF) communication and shopper marketing campaigns• Implementing optimized distribution strategies with in-market resources, distribution, and sales partnersFinancial Acumen – Achieving top-line, profitability and optimizing product pricing structures to manage company ambitionsInnovation - Leading product/brand innovations & renovations adapting to local market requirements where applicable. Leading cross-functional teams to develop and drive the NPD funnel, which includes product conceptualization, formulation, structure, packaging with route to market (RTM)Research - Understanding local & international market and trends to formulate short-term and long-term goals

Sri Lanka

Line Extension and commercialization of New to Market “Prewash Nourishment Range” to accelerate conversion adding incremental revenue of 21% to the category – Launched 2020 Relaunched the core range for Kumarika Hair Oil with modern packaging, strengthened Reason-to-Believe (RTB) and SLS certification as a first in category thereby increasing market share and penetration through conversionDevelop Brand Key and guardrails for Kumarika by understanding the unique consumer needs, driving brand choice in the category, identifying growth opportunities and develops strategies to optimize brand positioning (NeedScope)

Sri Lanka

Key Achievements Selected for the “Hemas Future Leaders Program 2016” and completed the Executive Education Program at Indian Institute of Management Bangalore (IIMB - Global Top 50 ranking Institute) Success MeasuresLaunch of Kumarika Shampoo awarded Gold as the “Turn Around Brand” at the SLIM Brand Excellence 2018Kumarika Nominated as the Product Brand and Local Brand of the Year at the SLIM Brand Excellence 2018Kumarika Hair Serum nominated amongst the Top 3 Innovations at the Group Hemas Awards 2017Achieved the highest Equity scores of 6.2 for Kumarika Hair Oil in 2018 under Hemas portfolio 2018 (Nielson Keller’s and Robert’s theory)Conceptualized the 2017 relaunch strategy for total Kumarika (Hair Oil and Shampoo) for rationalized business growth aligning to category and consumer insightsIdentify and commercialize new business growth opportunities – Launch of new sub-category in Hair Oil 2017Increase brand penetration through conversion by 4% with the launch of Kumarika PunchiResponsible for sustaining category market leadership and share growth through rolling out effective communication for conversion and clutter breaking Shopper Marketing campaigns

Colombo Sri Lanka

Category Management - International Direct Dial Voice & SMS and Roaming ServicesSuccess MeasuresDialog IDD “Double Bonus” campaign awarded the “Advertisement of the year” – Nielson People’s awards for 2013Effie’s Bronze award for Telco category 2013 (IDD Double Bonus)Key Responsibilities involved in driving product innovation and 360 communication campaigns to ensure brand leadership through consumer understanding to attain business goals. Roll out Geo specific activities with regional sales teams. Identify and capitalize consumer touch points.

Colombo Sri Lanka

Category Management - International Business and Fixed Telecommunications IDD Voice and SMS, Fixed Line Voice, SMS, VAS and Broadband for Prepaid and PostpaidKey Achievements Spearheaded the post-acquisition – (Dialog Axiata’s subsidiary, Dialog Broadband Private Ltd (DBN) acquiring Suntel Ltd, the second largest wireless fixed line operator) 360 communication campaign to Internal and External stakeholders.Develop communication campaigns for effective implementation within the budgeted parameters Develop and execute communication campaign on B2B Business Solutions Suntel post-merger Develop concentrated regional campaigns to increase the Average Revenue per User (ARPU) on IDDLiaising with external agencies, suppliers, and Internal cross functional divisions in building campaigns

Colombo Sri Lanka

Category - Prepaid and Postpaid Voice and SMS portfolio ManagementResponsible for executing the Brand Marketing Plan ensuring consistency with key brand pillars to build the Mother Brand, Campaign conceptualization with internal & external stakeholders, assist in developing and executing promotional initiatives within budgeted parameters to profitably increase consumption, Ensuring effective marketing communications including print communication, advertising, developing Point of Sale Material and outdoor advertising campaigns and regional initiatives. Launched the biggest Consumer Rewarding promotion for Prepaid - Dialog Lord of the Reload

Colombo Sri Lanka

Handled the Prepaid Voice and SMS Category, the biggest Revenue contributor for the company. Accountable for rolling out effective plans to achieve the business objectives and increase Average Revenue Per Call (ARPC) through product innovations. Plan out regional campaigns and work closely with the sales team. Responsible for Customer Care Service Communication delivery and outlet branding. Main Campaigns; Kit Double, Kepilla, eZ Loan, VAS

Master Of Business Administration - Mba, Business Administration And Management, General

Bachelor Of Science In Business Administration (Special), Business Administration And Management, General, Second Class (Upper Division)

Activities and Societies: Member of the Editorial Board of “Biz Track”, a quarterly magazine, which is an initiative of the Association.

Postgraduate Diploma In Marketing, Marketing

Marketing

MCIM (MEMBER)

Advanced Level, Business/Commerce, General

Activities and Societies: Senior College Prefect Captain of the Junior (under 15) Chess team Member of the Senior Chess team.