Abirame U Prasath
Windsor Gardens,SA
Summary
With 8+ years of leading digital transformation and online sales, I excel in advanced digital marketing, SEO, and analytics to drive traffic and revenue. My focus is on aligning eCommerce with business goals, enhancing customer experiences, and fostering innovation for growth. Dedicated to guiding teams towards shared success through market insights and technology, my extensive experience and strategic planning skills make me a strong fit for this role.
Overview
12
12
years of professional experience
Work History
Marketing Specialist
Glynde Mitre 10
08.2024 - Current
- Increased brand awareness by developing and implementing targeted marketing campaigns.
- Collaborated with creative teams to develop visually appealing marketing materials for print and digital channels.
- Elevated brand reputation through the development of compelling public relations strategies and media outreach efforts.
- Enhanced customer engagement, utilizing email marketing campaigns and newsletters.
- Analyzed market trends and consumer behavior to inform data-driven marketing decisions.
- Utilized data analytics tools to identify trends and fine-tune marketing strategies for optimal outcomes.
- Cultivated partnerships with influencers, amplifying brand presence across digital platforms.
- Enhanced brand visibility through execution of targeted social media campaigns.
- Boosted online engagement by optimizing website content for SEO.
Manager- Ecommerce (Omnichannel)
Hemas PLC
03.2022 - 07.2024
- Developed and executed E-Commerce strategy for Hemas E-Store Website and other channels (Daraz, Kiddos, Celeste daily), resulting in a sales growth from LKR 9 Mn annual sale in 2022/23 to LKR 50 Mn in 2023/24
- Spearheaded a mobile optimization initiative that increased mobile transaction volume by 50%, acknowledging the growing trend of mobile commerce
- Utilized data analytics to refine product mix and pricing strategy, achieving a 76% uplift in average order value and a 10% improvement in gross margin
- Optimized eCommerce website performance
- Collaborated with operational, fulfillment, and customer experience teams to ensure inventory controls, accurate forecasting, streamlined site policies, and integration of consumer feedback, improving delivery timelines from 5-6 days to 2 days within Colombo and enhancing customer touchpoints
- Planned and executed customer retention strategies, including referral programs, loyalty programs, and growth of customer lifetime value (LTV)
- Implemented user acquisition campaigns via paid search, display, social media, and affiliate partnerships, contributing to significant customer growth
- Managed KPIs such as Net Sales, AOV, LTV, and conversion rates, providing regular reports to the Marketing team and contributing to budget and revenue forecasts
- Identified and seized growth opportunities, such as scaling the baby-focused channel Kiddos.lk from 1% to 30% and growing the quick commerce trend for diapers and sanitary napkins on the Celeste Daily platform from 2% to 10%
Assistant Manager- Ecommerce
Atlas Axillia Srilanka
10.2020 - 03.2024
- Initiatives: Atlas Gift voucher online
- Charity scheme online
- Ecommerce Channel Strategy creation: Drafting and implementing customized channel strategies to ensure the achievement of Category/Brand growth online by ROAs on 3rd Party sites such as Daraz, Lassanaflora etc
- Operational Excellence: improved order fulfillment accuracy by inventory management and last mile delivery automation
- Digital Strategy creation Led the creation and execution of SEO strategies to expand the user base and elevate brand awareness
- E.g. Increased organic traffic by 40% and improved search engine rankings for primary keywords within a year
- Implementing collaborative social media campaigns to spur funnel growth and attract new users to the brand
- E.g. Grew follower count by 20% through targeted campaigns and influencer partnerships
- Data Analytics E.g. Achieved a 20% improvement in site conversion rates through iterative testing and analysis
Assistant Manager- Ecommerce and Account Management
Unilever Sri Lanka
09.2018 - 04.2020
- Led Ecommerce Operations for Sri Lanka with a budget of LKR 20 million
- Created and Implemented Channel Strategies
- Results: Online Sales: Achieved a 35% increase in online sales by optimizing our channel strategies and focusing on high-impact marketing efforts
- ROAS Improvement: Improved Return on Ad Spend (ROAS) by 40% through targeted campaigns and efficient allocation of the marketing budget
- Optimized Online Content: Enhanced product visibility, resulting in a 25% increase in organic search traffic and higher conversion rates by using 7 omni assets and the Perfect Store Online concepts
- Negotiated Trade Terms with Key Accounts: Secured favorable terms that led to a 15% increase in product listings and a 10% improvement in profit margins
- Measuring, analyzing and reporting ecommerce performances and suggesting tactics improvements and new activities (Google Analytics & Web Trend)
- Managing and implementing online marketing strategies by means of Search Engine Marketing (SEM), Pay-Per Click (PPC) campaigns, Search Engine Optimization (SEO), Display Advertising (Re-marketing)
- Operational Excellence: Reduced order errors by 20% and increased delivery efficiency by 15%, leading to higher customer satisfaction
Senior Executive (Revenue, E Commerce and Sales) - Boutique Hotels and Villas
Hemas Holdings
04.2016 - 08.2018
Executive- Sales, Marketing and E Commerce
Hemas Holdings
01.2013 - 03.2016
Education
Master of Business Administration - Business Analytics
Flinders University
12.2024
Master Of Business Administration -
British School of Commerce
12.2019
BSc (Hons) - Business Information Technology
PIBT
12.2018
Skills
- Digital Marketing
- META
- Woo Commerce
- Shopify
- Data Analysis
- Google Analytics4
- Strategic Planning
- Project management
- MS Project
- Asana
- Business Planning
- Process management
- Team Leadership
- Marketing Strategy
- CANVA
- Market trend analysis
Timeline
Marketing Specialist
Glynde Mitre 10
08.2024 - Current
Manager- Ecommerce (Omnichannel)
Hemas PLC
03.2022 - 07.2024
Assistant Manager- Ecommerce
Atlas Axillia Srilanka
10.2020 - 03.2024
Assistant Manager- Ecommerce and Account Management
Unilever Sri Lanka
09.2018 - 04.2020
Senior Executive (Revenue, E Commerce and Sales) - Boutique Hotels and Villas
Hemas Holdings
04.2016 - 08.2018
Executive- Sales, Marketing and E Commerce
Hemas Holdings
01.2013 - 03.2016
Master of Business Administration - Business Analytics
Flinders University
Master Of Business Administration -
British School of Commerce
BSc (Hons) - Business Information Technology
PIBT
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