Rasika Fernando

Brand Marketing & E-commerce Specialist  

September 2021 – October 2022

FMCG/ Retail Industry

Achievements
- After conducting a comprehensive analysis of the E-commerce process and supply chain process, I established online stores and streamlined the online delivery lead time, reducing it from 7 days to 2 days.
- Introduced a proper inventory system and monitoring mechanism, resulting in minimized delivery lead time from the Jebel Ali Center warehouse to the Al Quoz distribution point.
- By analyzing processes daily and maintaining consistent communication with Noon, Mumzworld, Lets Tango, Flitit, Amazon, FirstCry, Toys City, and Our Generation buying teams, I successfully minimized customer complaints and increased overall customer satisfaction.
Significantly increased sales volumes by pitching new brands, new product lines, and categories to all online vendors and sellers.
- Through strategic content marketing and online marketing strategies, I successfully increased web traffic and digital brand visibility, enhancing both brand presence and offline brand visibility.
- My efforts led to increased brand awareness and brand recall, particularly in event planning and event management. I also focused on brand storytelling and involvement in events at prominent malls such as MOE, Dubai Hills, and Dubai Mall, resulting in improved performance.
- To streamline the offline delivery system, I developed a tracking system for the logistic team, resulting in better synergies.

Responsibilities:
- Handle Shopify accounts, website backend for B2B / B2C 
- Provide valuable reports on online sales trends, customer behaviors, marketing insights for strategic decision-making.
- Streamline supply chain management, communicate, and ensure smooth logistics until clients receive goods.
- Drive content marketing, social media marketing, online Marketing

Business Intelligence Consultant (Freelance)

May 2021 – November 2021

Apparel Industry

Achievements:
- Significantly reduced overhead and operating costs by implementing strategic marketing budgets and streamlining operations.
- Pioneered brand invention and commercialization through meticulous market research, shaping a robust marketing strategy, plan, and budget.
- Introduced a detailed reporting system that provided valuable insights into the organization's financial stability, daily operations, sales performance (value vs volume), and profitability.
Responsibilities :
- Spearhead the overall corporate strategy, brand management, financial management, sales, marketing, and distribution management of KARLOSR INTERNANTIONAL FZ LLC in the UAE, driving the brand to new heights.
- Drive business expansion and consolidation, utilizing market, business, and sales insights to craft effective plans for the brand's evolution.
- Serve as a trusted business intelligence consultant, enhancing operational efficiencies, optimizing business flows, and delivering comprehensive management reports. Additionally, oversee departmental outsourcing for increased effectiveness.
- Excel in detailed cost analysis and pricing modeling, specializing in client quotations within the apparel industry across the MENA region, fueling business success.
- Supervise cost control, management reporting, and working capital management, and foster intensive business growth, ensuring financial stability and profitability.

Manager - Marketing Operations 

November 2022 – Present 

Fitness / Wellness and Luxury 

Achievements:
- Increased brand equity of the premium category via a well-structured brand marketing plan and doubled sales volumes.
- Enhanced offline brand presence and footfall by expanding exclusive outlets in Al Wadha Mall, Abu Dhabi, Karama Dubai, and Deira Dubai.
- Ensured online brand presence by formulating an intensive digital marketing strategy.
- Introduced an all-in-one solution for fitness and wellness centers by developing a special team to take care of all interior and equipment needs as a forward integration strategy
- Streamlined and migrated e-commerce operations from India to UAE within a month, eliminating logistical and customer service gaps for seamless operations.
- Increased daily order completions while reducing operational costs, maximizing efficiency and profitability.
- Ensured smooth customer service experiences, elevating customer satisfaction levels and fostering strong brand loyalty.
- Boosted sales volume by expanding the e-commerce channel pipeline, tapping into new markets and capturing a wider audience.
- Launched luxury items with flair, utilizing a mobile demo unit to deliver an immersive brand experience directly to customers' doorsteps, driving sales turnover and enhancing brand awareness.

Responsibilities :
- Spearheading brand marketing, e-commerce operations, and distribution in KSA and the UAE, driving growth.
- Ensuring smooth last-mile delivery and installation, delighting customers.
- Managing multiple e-commerce portals for seamless online presence.
- Executing daily order distribution flawlessly, ensuring customer satisfaction.
- Addressing customer pain points, maintaining a positive online presence.
- Managing key accounts, fostering successful partnerships.
- Overseeing fleet and maintenance for reliable operations.
- Cultivating strong business relationships with vendors, online and offline.

Brand Manager

February 2020 – August 2021

Construction,Household, Manufacturing Industry

Achievements:
- Led the shift from a sales-oriented to brand-oriented culture as the first Brand Manager, developing long-term marketing and strategic brand plans.
- Revamped the entire digital strategy, establishing a brand presence across social media channels and enhancing brand awareness, loyalty, and credibility.
- Orchestrated 360-degree Integrated Marketing Communication campaigns across multiple channels, driving brand recall, visibility, presence, and loyalty.
- Increased sales turnover by resolving internal issues and channeling member grievances, devising holistic marketing and brand plans, and implementing tactical initiatives.
- Achieved growth in both top line and bottom line through impactful brand marketing and advertising campaigns, strengthening brand equity.
- Addressed channel member grievances through effective customer pain point identification, market visits, territory evaluation, and complaint handling mechanisms.
- Expanded dealer penetration and market reach by engaging stakeholders, crafting integrated marketing communication campaigns, and driving dealer yield.
- Minimized inefficiencies in marketing campaigns, improved effectiveness through monitoring mechanisms, and aligned strategies with key performance indicators.
- Established a Marketing Information System, providing strategic solutions and opinions through surveys, market observations, and analysis of marketing and consumer insights.
- Played a part in introducing the innovative "Eco-Friendly Roof" made from island-wide polythene wastage, showcasing a commitment to sustainability.

Marketing and Brand Manager

December 2018 – January 2020

Tourism & Hospitality Industry

Achievements:
-Leading the way to victory at the prestigious World Travel Award 2019.
-Recognized with a Merit award for excellence in the Tourism and Hospitality sector.
-Securing the Runners Up award in the small category at the esteemed National Business Excellence Awards 2019.
-Pioneering a survival strategy following the 21st April Easter Sunday terror attack by analyzing competitor promotional activities and diversifying into new markets.
-Successfully developing and managing captivating websites and engaging social media platforms to generate an influx of leads from our prime destinations: Sri Lanka, Maldives, India, Singapore & Malaysia.
-Revolutionizing our online promotional strategy by implementing an offline approach, utilizing compelling customer videos, YouTube content, captivating images, and memorable outdoor events to assure travelers that Sri Lanka is a safe and remarkable destination.
Duties-
-Spearheading the planning, organization, leadership, and control of 4 major markets-India, Middle East, Singapore, and Malaysia (both inbound and outbound).
-Crafting comprehensive corporate plans, marketing plans, brand plans, and integrated marketing communication plans that align with our organizational objectives, goals, vision, and mission.
-Ensuring smooth operations and productive outcomes across two channels: B2B markets (Agents) and B2C (Travelers).
-Strategizing and developing tailored packages for diverse markets, including MICE, Group tours, Sports tours, Activity tours, Spiritual tours, Adventure tours, and Eco tours for both B2B and B2C sectors.
-Overseeing all aspects of ATL, BTL, and TTL campaigns, from meticulous planning to flawless execution.
-Establishing and upholding internationally recognized standards to maintain the quality of our branding materials.
-Collecting and analyzing market insights, competitor details, tourism and travel trends, and seasonal information to drive strategic marketing plans and tactical initiatives.

Assistant Brand Manager

Jun 2016 – November 2018

FMCG,Food & Beverage, Manufacturing Industry

Achievements
-Successfully managed and elevated the profiles of 4 remarkable brands: Marina, Vanicka, Kapthura, and Cocoland.
-Crafted comprehensive corporate plans, marketing plans, brand plans, and integrated marketing communication (IMC) plans.
-Spearheaded all-encompassing ATL, BTL, and TTL campaigns, from meticulous planning to flawless execution, leaving a lasting impact on our target audience.
-Orchestrated a groundbreaking Propaganda Vehicle Promotion, leading the way in planning, organizing, leading, and controlling this campaign.
-Actively involved in the New Product Development (NPD) process.
-Introduced the groundbreaking 4 in 1 game board for the Propaganda Vehicle Campaign, setting new standards in Sri Lanka's marketing landscape.
-Executed an impactful propaganda vehicle promotional campaign within an impressive 5-month timeframe, significantly increasing brand awareness in cities and villages far from Colombo through a strategically devised mechanism.
-Achieved a remarkable 75% reduction in vast marketing expenses by implementing a highly effective Pocket campaign targeting villages. This Gamata Marketing Campaign focused on morning sales, evening entertainment, awareness creation, demonstrations, contests, raffle draws, and a captivating Wheel of Fortune.
-Developed visually appealing movable LED display units by repurposing used MT Gondola displays, resulting in a substantial 50% reduction in marketing material expenses.
-Efficiently managed and successfully completed the Marina Master Chef 2018 CSR program with a lean team of just 4 members, leading to a 75% reduction in marketing expenses by minimizing operational expenses, external agency fees,transportation costs
-Achieved an impressive 7% increase in overall sales revenue compared to 2017
-Conducted comprehensive research on Marina Fat Spread
-Spearheaded the development of a redistribution tracking system in collaboration with the IT team, enabling real-time tracking of sales volumes.

Business/Brand Development Manager

April 2013 - May 2016

FMCG, Food & Beverages & Manufacturing Industry

Accomplishments:
• Attained impressive sales revenue of 0 – 4.5 M in just 18 months.
• Developed GT/SMMT/B2B/HORECA channels by analyzing market trends and distribution methods.
• Introduced a convenient and efficient S5 filing/documentation system to streamline management processes.
• Unleashed creative ideas and crafted professional websites for the brand and the company.
• Created a digital platform for the brand, including a captivating Facebook fan page.
• Implemented a system to track daily batch quality, resulting in a remarkable 90% improvement in customer satisfaction.
These accomplishments demonstrate our commitment to excellence, innovation, and customer satisfaction, solidifying our position as industry leaders.

Responsibilities -

- Conducted comprehensive market research on coconut oil.
- Crafted a winning marketing plan for market penetration.
- Procured essential marketing materials.
- Set internationally standard parameters for product quality.
- Designed captivating labels, posters, and merchandising tools.
- Managed and coordinated all marketing activities.
- Generated daily sales forecasts.
- Converted GT prospects into loyal customers.
- Achieved planned sales targets daily.
- Set and executed goals effectively.
- Prepared monthly sales analyses.
- Interacted with diverse local and international customers.
- Successfully handled global buyers.
- Managed export orders with precision.

Senior Sales Executive & Export Handling Officer

January 2010 - March 2013

Manufacturing Industry

Achievements:
• Introduced the FIFO distribution method, minimizing wastage in polythene roll stores.
• Developed a revolutionary poly bag safety crate system, reducing wastage by 90%.
• Implemented a roll tracking system, enhancing printing and production efficiency.
• Identified untapped markets and successfully brought in new customers.

Key Responsibilities:
• Manage and coordinate all marketing activities.
• Oversee new poly bag developments, price negotiations, and customer communication.
• Analyze customer research to drive product innovation.
• Prepare monthly reports to track performance.
• Independently handle customer accounts and maintain relationships.
• Engage in negotiations with polythene customers regarding delivery lead time, shipping mode, and payment terms.
• Conduct costing and negotiations with buying offices and buyers.
• Monitor delivery schedules and ensure timely shipments.
• Interact with a diverse range of local and international customers.
• Handle export orders, including preparing essential documents.
These accomplishments and responsibilities reflect our commitment to efficiency, innovation, and customer satisfaction. We are dedicated to delivering exceptional polythene solutions and maintaining strong partnerships with our valued clients.

Store Executive

December 2008 - December 2009

Manufacturing Industry

• Handled All Shipments / Responsible for GRN & GIN Reports.
• Accountable for Fabric Stocks.

Computer Hardware Technician

January 2008 - Novemeber 2008

Information Technology

Assembling CPU, Installing systems & software packs, troubleshooting