As the Manager of Digital Media & Data Scientist at GroupM, I lead the strategic planning and execution of digital marketing initiatives. Leveraging my expertise in data analysis, digital media, and advanced analytics (Machine Learning & Deep Learning), driving impactful marketing campaigns and data-driven decision-making processes. • Exploratory Data Analysis (EDA): Utilizing data from social media platforms and other sources to extract, scrape, and analyze data. Conducting in-depth… Show more As the Manager of Digital Media & Data Scientist at GroupM, I lead the strategic planning and execution of digital marketing initiatives. Leveraging my expertise in data analysis, digital media, and advanced analytics (Machine Learning & Deep Learning), driving impactful marketing campaigns and data-driven decision-making processes. • Exploratory Data Analysis (EDA): Utilizing data from social media platforms and other sources to extract, scrape, and analyze data. Conducting in-depth exploration to identify patterns and derive insights for developing effective digital media strategies.• Digital Media Planning: Identifying optimal parameters and strategies to develop highly effective digital media plans. Utilizing machine learning and other advanced methods to solve regression problems and forecast media plan performance, ensuring optimum results.• Developing Planning Tools: Leveraging domain knowledge to develop advanced tools for media planning. Utilizing machine learning and other advanced methods to create tools that streamline planning processes and provide key performance indicators for data driven decision-making. • Data Visualization: Employing Power BI to transform complex datasets into actionable insights for stakeholders. Creating visualizations to make critical data accessible and understandable, aiding in informed decision-making and enhancing media strategies. Designing dashboards to highlight key metrics, track performance, identify opportunities, and optimize strategies. Translating raw data into compelling narratives that drive growth and innovation.• Audience Targeting: Conducting in-depth analysis of audience insights and precision targeting to adapt to changing interests of target groups. Utilizing social media tools for consumer insights to refine media strategies.• Machine Learning: Using raw data to perform machine learning and statistical time series forecasting to understand historical data patterns and solve complex problems. Show less

Responsible for all digital & online marketing for HNB, Dell Global, Singer, Lions Gate Play. This includes execution of marcom plans for brands across digital and online platforms. • Data analyzing through social media listening tools (Meltwater) to extract raw data real time across all online media platforms and use the data to calculate share of engagement, share of voice and other analysis with other competing brands and analyze consumer insights and develop media strategies to… Show more Responsible for all digital & online marketing for HNB, Dell Global, Singer, Lions Gate Play. This includes execution of marcom plans for brands across digital and online platforms. • Data analyzing through social media listening tools (Meltwater) to extract raw data real time across all online media platforms and use the data to calculate share of engagement, share of voice and other analysis with other competing brands and analyze consumer insights and develop media strategies to create a better competitive advantage over other competing brands. • Data analyzing on audience insights and precision targeting since these groups have their own unique interests and its consistently changing. Therefore, I need to use social media tools to compile consumer insights and other information to better create media strategy based around consumers. • Data visualization of analyzed data (Power BI) to articulate the data in a more informative and concise manner to better show the findings to study and bring in creativity to media strategies. • Developing media strategies through data visualization and creating full-fledged media plan that will align with brand objectives.• Deliver the best optimized media plan and execute across online media touchpoints and deliver the best results and deliver better return on investment. • Manage and analyze campaign performance and optimize based on current data through social media management platforms (Sprinklr) to do better targeting on online platforms. Show less

Responsible for all television, radio, print and outdoor media planning for some of the leading Ceylon Biscuits Brands. Ideation, planning, and execution through data analyzing to deliver the best media strategy and plan. • Developing media strategies based on findings obtained by carefully analyzing research data derived from various data mining research tools (Media Express, Media Watch, NDMS) to better understand audience demographics and insights to develop media strategies and… Show more Responsible for all television, radio, print and outdoor media planning for some of the leading Ceylon Biscuits Brands. Ideation, planning, and execution through data analyzing to deliver the best media strategy and plan. • Developing media strategies based on findings obtained by carefully analyzing research data derived from various data mining research tools (Media Express, Media Watch, NDMS) to better understand audience demographics and insights to develop media strategies and develop media plans for brands.• Media planning across all media platforms based on understanding gained on Target audiences through derived data to utilize media budgets on correct media channels and reaching the right audience at the right time.• Analyzing market research data to better understand opportunities and aligning campaign objectives to ensure the best media strategy is executed for clients. • Analyzing data on media channel & program performance to deliver the best results for placement of commercials across TV, radio & print for various target audiences and reaching the target audience with media assets.• Post evaluation of performance of campaign using data to measure effectiveness of the executed campaigns and making corrective actions if required during the campaign to achieve the desirable objectives for clients.• Creating innovative media executions based on viewership data that can be executed on media platforms to garner an incremental audience on media platforms.• Compiling presentations to visualize the research data findings to better portray how the findings will be executed based on client objectives. Show less

Being responsible for the channel sales and managing a team to achieve overall target. At the same time planning and forecasting on sales and developing new ideas and concepts for the station in order to bring in sales.

Servicing corporate accounts for the radio network and carrying out sales & marketing activities for the five radio channels. Furthermore, planning and forecasting sales projections for the channel monthly and annually.

Carrying out sales & marketing for the radio station and achieving monthly targets during this period.Sell advertising to companies and responsible for finding potential clients, showing them the benefits of radio advertising and offering after-sales support.

Completing the research proposal that is required for the Higher Diploma in Business Management and the internship period for requirement of qualification. Also gaining work experience at the same time.