Shehara De Siva Email & Phone Number

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• Lead consultant- Successful Business Case Study for The Competitiveness Programme(TCP)-ongoing on Hemas Group and Ceylon Biscuits ltd, two of Sri Lanka's most successful companies.. The TCP is a USAID funded project designed to help key industries in Sri Lanka achieve international competitiveness and is being implemented by Nathan Inc and J.E Austin Associates.• Market development partner for Sri Lanka for Zee Interactive Limited is a 100% subsidiary of Zee Telefilms Asias leading Television and Convergence group, with global positions in satellite broadcasting, internet content, cable and entertainment. • International Labour Organization (ILO) National, Specialist Consultant for inequalities component (gender/urban rural disparities / ethnicity and disability related issues) of the National Action Plan for Youth Employment. A millennium development goals initiative of the United Nations (Youth Employment Network/ILO)• Wrote the funding proposal to NORAD for the Southern Chambers of Commerce to undertake, setup manage and operate the SCEDF –the Southern Enterprise Development Fund (in collaboration with rBusiness Sense Pvt ltd)• Conducted training workshop of SME’s on Understanding branding for Tourism and Spices clusters (GTZ Consultant) (GTZ is a leading German Development organization).• ILO-funded consultancy diagnostics report on restructuring “Tharuna Aruna”- Graduate skills development programme review/diagnostics study/appointed by Government and private sector as part of liaison team to help World Bank consultants • Wrote the funding document for Chamber of Commerce/ ILO/ MOEL(Ministry of Employment and Labour)/ NORAD to set up JOBSNET- Sri Lanka’s first electronic sourcing and matching employment network.-T• Created PET- People Employment of Technology and SETTLE- Social Equity through Teaching and Learning English

• Developed communication Strategies for Pakistan Tobacco, 3M, Bank of Ceylon, Development Lotteries, Carlsberg, Richard Peiris (Corporate), First Capital, Nestle, Jetwing, etc.• Plan International-Country Communication and Marketing consultancy, developing a communication plan for the Universal Birth Registration, advocacy strategy. And a tsunami related education strategy on coping with grief for schools. “Searching for Punchi” the publication is a first of its kind into Education system for post tsunami affected Asian nations.• CSR communication strategy for MAS “Women Go Beyond programme”. A unique differentiating strategy evolved by MAS one of the leading transnational apparel manufacturing groups in Sri Lanka. Helped conceptualise and develop the Profiles of Courage stories of these Empowered Women. (MAS is the only Asian company to win a global APFA awards for this CSR initiativee)

Through a series of product launches and re-imaging, turned around company from loss making status to the fastest growing soap company in Sri Lanka, with market leadership in the herbal care category. • Re-launched Khomba soap resulting in a 30% growth in annual sales and was the first and only local brand to dislodge a Unilever brand in the market. ( partly instrumental in the demise of Rexona)• Launched Apsara Venivel, which achieved a 6% market share in the first year.• Launched Perlwite green-first detergent soap in market-10% market share

Headhunted and brought in to help restructure the BOI as the BFIB-Bureau of Foreign Investment Promotion to be more market driven and strategic. Responsible for promoting Sri Lanka to the international business community, that included international marketing and new web-based marketing strategies for awareness creation.. (Restructuring aborted due to change of Government policy.• Achieved 2nd place ranking among Asian Investment agencies, by Euro Money’s “Corporate Locations” magazine.• Revamped website was ranked within top 5 global websites for investment promotion by WAIPA (World Association of Investment Promotion Agencies) • Helped develop sectorial approach to marketing Sri Lanka. - For key industry sectors. e.g. Ceramics, Rubber, Information Technology, Tourism. • Contributed to policy formulation as a member of the joint ministerial committee on IT policy. Headed marketing task force for internationalizing IT sector in Sri Lanka• Worked on a collaborative imaging campaign with the taskforce on national planning for Tourism development. . Coordinated the Development international campaign “Treasure island” for Sri Lanka tourism (CNN sights and sounds) • Revamped brochures/collateral for BOI, including website, CD ROMs and 4 part documentary CNBC series on Apparel/ IT/ FTA/ Tourism sectors.• Developed Lanka link web partnering program for Sri Lankan SME’s with Cap Gemini/Ernst and Young and Reverse brain drain site with JE Austin (USAID) and Ceylon Chamber. • Represented BOI and Government in Joint Economic Council for enhancing bilateral trade and investment between Sri Lanka and India. • Participated in several international road shows to promote investment into Sri Lanka including world economic programme.