Summary
Overview
Work History
Education
Skills
Websites
References
Timeline
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ABIRAME U PRASATH

Adelaide,Australia

Summary

High-impact Marketing & eCommerce Leader with a history of scaling digital revenue by 455% at a top FMCG brand. I specialize in transforming data into actionable growth, building teams, and deploying omnichannel strategies that deliver performance. I am ready to drive the next phase of your brand’s digital evolution.

Overview

12
12
years of professional experience

Work History

Marketing and Ecommerce Specialist

Glynde Mitre 10
Adelaide, Australia
08.2024 - Current
  • ROI increase by 22%: Paired up seasonal campaigns and store offers with hyper-local marketing strategies e.g. paid ads targeting people within a 1–5 km radius of the store.
  • Ecommerce Strategy: Led the revamp and content optimization of the store’s website to improve user experience and support online visibility
  • Social media growth 35%: Grew Facebook and Instagram through targeted campaigns and community-driven content.
  • Reduction in delivery times by 50% by redesigning store workflow and improving in-store pickup.
  • Trade Customer Engagement: Supported acquisition and retention of trade customers by developing email campaigns, promotional material, and loyalty communications
  • Supplier Marketing & Events : Coordinated with suppliers and brands for co-branded campaigns, in-store demos, and product education days tailored to DIY and trade audiences

Manager- Ecommerce (Omnichannel)

Hemas PLC
Colombo, Sri Lanka
03.2022 - 07.2024
  • Revenue growth of 455% : 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.
  • Reduced delivery timeline from 15 days to 2 days: Collaborated with operational, fulfillment, and customer experience teams to ensure inventory controls, accurate forecasting, streamlined site policies, and integration of consumer feedback, 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.

Assistant Manager- Ecommerce

Atlas Axillia Srilanka
, Sri Lanka
10.2020 - 03.2024
  • Led the digitization roadmap of gift vouchers and CSR online, expanding reach and visibility with minimal cost.
  • Generated a revenue of LKR 25 million within 9 months of operation
  • 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.
  • Organic traffic increase by 40% within 12 months: improved search engine rankings for primary keywords which led to 20% uplift in revenue from non-paid channels.
  • Implementing collaborative social media campaigns to spur funnel growth and attract new users to the brand.
  • E.g. Grew followers 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
, Sri Lanka
09.2018 - 04.2020
  • Led Ecommerce Operations for Sri Lanka with a budget of LKR 20 million.
  • Created and Implemented Channel Strategies.
  • Revenue Increase of 35% in online sales by optimizing our channel strategies and focusing on high-impact marketing efforts.
  • Improved Return on Ad Spend by 40% through targeted campaigns and efficient allocation of the marketing budget.
  • Enhanced product visibility by 25% increase in organic search traffic and higher conversion rates by using 7 omni assets and the Perfect Store Online concepts.
  • Trade Negotiations: Secured new listings and increased margins by 15%
  • Measuring, analyzing and reporting ecommerce performances and suggesting tactics improvements and new activities (Google Analytics)
  • 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)

Hemas Holdings
, Sri Lanka
04.2016 - 08.2018

Executive- Sales, Marketing and E Commerce

Hemas Holdings
, Sri Lanka
01.2013 - 03.2016

Education

Master of Business Administration - Business Analytics

Flinders University
Adelaide, SA
07-2026

MBA - Business Administration

British School of Commerce
Srilanka
12.2019

Bachelor of Science - Business Information Technology

PIBT
Sri Lanka
12.2018

Skills

  • Digital strategy development
  • Commerce platform expertise (Shopify, WooCommerce, WordPress)
  • Ecommerce strategy
  • Marketing automation tools (Klaviyo, Mailchimp, Brevo)
  • Data-driven decision-making (GA4 and Meta Business Suite)
  • Trade and local area marketing
  • Cross-functional collaboration
  • Project management proficiency (eg Asana, Trello, MS Project)
  • CRM expertise (HUBSPOT)

References

References available upon request.

Timeline

Marketing and Ecommerce 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)

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

MBA - Business Administration

British School of Commerce

Bachelor of Science - Business Information Technology

PIBT

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