Haritha Weedhi Hewage

Leads the 'Anchor Food professionals' business in Sri Lanka & Maldives AU$ 15mn

• Responsibility of Driving National Sales strategy for Sri Lanka in
• Modern trade AU$ 60mn
• Institution Sales AU$ 6mn
• Online platforms AU$ 0.5mn
• End to end P&L responsibility to drive AU$ 10mn EBIT
• Objective to Double the business in F24/25
• Joint business planning and FS loyalty programs to strengthen relationship with key stakeholders
• Increased client base by identifying new business opportunities and cultivating strong relationships with key decision makers.
• Facilitated regular communication with clients to ensure their needs were met, fostering long-lasting relationships built on trust and mutual respect.
• Developed customized solutions for clients based on a deep understanding of their unique pain points, delivering exceptional value and driving repeat business.
• Generated new business with marketing initiatives and strategic plans.
• Represented company and promoted products at conferences and industry events.
• Managed a diverse portfolio of accounts, consistently exceeding revenue targets through upselling strategies and exceptional customer service.
• Reached out to potential customers via telephone, email, and in-person inquiries.
• Established relationships with key decision-makers within customer's organization to promote growth and retention.
• Negotiated and closed long-term agreements with new clients in assigned territory.
• Mentored junior team members in effective sales techniques, fostering high-performance culture within the organization.
• Performed client research and identified opportunities for account growth, account penetration and market expansion.
• Delivered compelling sales presentations to prospective clients, highlighting unique value proposition of our products and services.
• Monitored market trends and competitor activities to identify areas of potential opportunity.
• Conducted comprehensive market research and analysis to identify emerging trends and potential areas of expansion.
• Launched 4 new product lines by conducting extensive competitor analysis and identifying gaps in existing market offerings.
• Led cross-functional teams to successfully execute complex projects, ensuring timely delivery and client satisfaction.

• Strategizing and implementing National Sales and RTM strategy
• Was responsible for 400mn AU$ revenue
• Planning and execution of shopper / category strategy for consumer sales
• Managing the GTN & A&P budget
• Planning & implementing innovative business solutions to drive new revenue sources
• Sales capability development and Sales academy execution
• 6 Direct reports, 149 indirect reports
• Negotiated and closed agreements with large customers and monitored and analyzed performance metrics.
• Attended events, training seminars, and manufacturer product showcases.
• Achieved consistent year-over-year growth in both revenue generation and territory expansion through strategic planning and execution.
• Developed and implemented effective sales strategies and led nationwide sales team members to achieve sales targets.
• Implemented data-driven decision-making processes for optimizing sales performance and targeting new opportunities.
• Oversaw annual budget planning for the national sales department, ensuring alignment with corporate objectives and resource allocation optimization.
• Managed national sales programs, supervised 103 sales representatives and evaluated KPIs for promotional opportunities.
• Coached sales associates in product specifications, sales incentives, and selling techniques, significantly increasing customer satisfaction ratings.
• Collaborated with other departments on various projects such as product development or marketing campaigns to achieve cohesive business goals.
• Established a high-performance culture by setting clear expectations, providing ongoing feedback, and rewarding top performers.
• Met with customers to give sales presentations, negotiate contracts and promote services.

• Was responsible for 100mn AU$ revenue (20% of the total company revenue)
• Market share gain in all key categories above 600bps
• Planning and execution of MT/SMMT channel strategy to deliver 12% CAGR
• Managing the GTN & A&P budget of the MT channel & driving profitability
• Restructuring the Future ready MT structure
• Planning & Implementing innovative business solutions to drive new revenue sources
• 10 Direct reports, 45 indirect reports

• Company Overview: Distributor for Diageo & Moet Hennessy Luxury spirits in Sri Lanka
• Work with the Principals 'Diageo & Moet Hennessy' to develop and execute Premium on premise & Off premise retail strategy and trade marketing plan
• Planning and execution of Premium Category Channel Marketing Strategy
• Entire Responsibility of top & bottom line Targets / achievements for the Premium channels
• Maintain high-level relationship with Key Accounts and maintain the Preferred supplier status with a high satisfaction score
• Loyalty Program to drive - Long term Modern retail channel partnerships for International Spirits
• Dark Market Shopper focused activities to drive organizational objectives
• Distributor for Diageo & Moet Hennessy Luxury spirits in Sri Lanka
• Highest ever Hamper (seasonal gifting) volume for Diageo & LVMH brands among all key Modern trade chains including exclusivity at Keells supermarkets in 2015 & 2016 Christmas hampers
• 26% Volume growth for premium channels through stream lining the processes and Implementing high level of core service standards in the channel
• Gained 210 BPS share for Mild beer segment through implementing the premiumization strategy for Carlsberg & Corona
• Achieved the Highest Ever Customer Satisfaction Score of 108 for Lion brewery Modern Trade team during the recently held customer satisfaction survey

• Company Overview: Distributor for Diageo & Moet Hennessy Luxury spirits in Sri Lanka
• Distributor for Diageo & Moet Hennessy Luxury spirits in Sri Lanka

• AUD 20mn Brand
• Market Leader with 59% Share
• Working with regional brand development teams to draft and implement the brand building strategy for Unilever Sri Lanka
• Sole responsibility of driving Brand's Volume / Value & market share objectives
• Driving brand equity & Image
• Drafting and implementing the ATL & BTL communications for the brand
• Setting up the distribution objectives for the brand and coordinating with trade marketing and sales
• Working with Development & Production units on New product developments & re-launches
• Liaising with Regulatory bodies and authorities on quality standard approvals
• Liaising with external stakeholders & agencies
• Arrest the continuous decline of share and gained 330BPS share at the time of leaving (56% - 59.3%)
• Successfully re-launched the product and the packaging of Signal Expert
• Re-Launched Signal -Fighter with a rubber grip supported by full 360 degree campaign
• Carried out the consumption building activity for Signal TB and increased the household consumption of TB
• Worked with 'Sri Lanka Dentist Association' and Launched 'Live Learn Laugh' program 2012