CRM
Keshan Warakaulle
Melbourne,Australia
Overview
22
22
years of professional experience
Work History
Head of Marketing
Institute of Certified Management Accounting
Melbourne, Australia
01.2019 - Current
- Utilizing analytical skills and leadership, I consistently manage marketing and communications initiatives, both internal and external
- I lead team collaborations with the CEO to ensure uniformity across 64 countries
- My management role involved the appointment of supporting marketing agencies in each country
- Through effective communication, I maintained a positive public image for our institute and ensured consistent branding aligned with our mission
- Additionally, I developed an alumni relations strategy and collaborate on alumni functions.
Senior Marketing Manager
HAB SHIFA
Melbourne, Australia
06.2019 - 07.2021
- Led the analysis of industry and consumer trends to identify market gaps for Hab Shifa
- Directed a team in rebranding and launching new products across all communication channels in Australia, New Zealand, UAE, and North America
- Managed marketing strategies, campaigns, and activations based on performance metrics and media buying
- Oversaw the marketing budget while monitoring customer acquisitions, ROI, LTV, and retentions in key markets
- Collaborated with the tech team to drive social media campaigns and monitor website performance weekly
- Skills include communication, management, marketing management, contract negotiation, research, digital strategy, and product development
- Managed the launch of 'POL', a sparkling coconut water range, by analyzing market trends and identifying consumer needs
- Successfully introduced 'POL' through premium retail outlets, managing product development, stakeholder negotiations, and brand promotion strategies
- Led profit analysis and budget management to maximize profitability, achieving revenues of AU$350k in the first year and AU$560k in the second year from zero sales.
Co-Founder
W Food Group
Melbourne, Australia
02.2016 - 07.2021
- Recruited by Taggertee ANZ to create and launch a tea brand in Australia and New Zealand
- Developed GOVERNOR'S ESTATE tea line, overseeing all stages from product creation to store shelf placement, inclusive of packaging design
- Secured national product availability in Coles Supermarkets, established vendor relationships for improved pricing and service quality
- Managed product visibility and inventory sustainability, collaborated with marketing for competitive pricing and promotions, as well as exit strategies for unprofitable products
- Led company to achieve AU$700k net profit from the tea range in the first year, followed by 15%-20% annual growth.
Head of Marketing
Taggertee
Melbourne, Australia & Auckland
09.2012 - 02.2016
- Managed the development and execution of marketing strategies, including campaigns, events, and digital marketing
- Collaborated with sales and product management teams to create tools and presentations to meet commercial objectives
- Led a marketing team in achieving goals while upholding rigorous standards in competitive markets
- Oversaw quarterly and annual market reports, initiated 'Marketing New Product Development' (NPD), and was accountable for the company's flagship brand, generating significant ROI through its international launch.
Head of Marketing
The Tea & Herb Company
Sri Lanka & Singapore, Sri Lanka & Singapore
01.2007 - 01.2012
- Managed the development and execution of marketing strategies, including campaigns, events, and digital marketing
- Collaborated with sales and product management teams to create tools and presentations to meet commercial objectives
- Led a marketing team in achieving goals while upholding rigorous standards in competitive markets
- Oversaw quarterly and annual market reports, initiated 'Marketing New Product Development' (NPD), and was accountable for the company's flagship brand, generating significant ROI through its international launch.
Regional Marketing Manager
Dilmah Tea
Colombo, Sri Lanka
01.2002 - 01.2007
- Managed the development and execution of marketing strategies, including campaigns, events, and digital marketing
- Collaborated with sales and product management teams to create tools and presentations to meet commercial objectives
- Led a marketing team in achieving goals while upholding rigorous standards in competitive markets
- Oversaw quarterly and annual market reports, initiated 'Marketing New Product Development' (NPD), and was accountable for the company's flagship brand, generating significant ROI through its international launch.
Education
Certified Management Accountants ANZ -
London School Of Economics
01.2022
Masters Of Economics (M.Econ) -
University of Wales
01.2006
Masters in Business Administration (MBA) -
Chartered Institute of Marketing UK
01.2005
Bachelor of Economics (BEc) -
London School of Economics
01.2002
Skills
- Strategy and Planning
- Professional
- People Leadership
- Change Management
- Financial, Fundraising and Operational Oversight
- Stakeholder Engagement
- Technical
- Social Media Management
- SEO
- CRM
- Xero Accounting System
- Business Development
- Traditional marketing strategies
- C-level relationship management
- Contract Negotiation
- Corporate Communications
- Brand development
- Market Positioning
- Budgeting
- Campaign management
- Product development
- Staff Management
- Client communication
- Marketing and advertising
- Strategic planning
- P&L Management
- Budgeting and Allocation
- Public and Media Relations
- Market Analysis
- Product launch management
- Product positioning
- Sales promotion
- Promotional campaigns
- Social media proficiency
Accomplishments
- Structuring and setup of CMA New Zealand office as a direct subsidiary of CMA Australia, 2022, ICMA
- Gap analysis of the nutraceutical market resulting in the launch of IMMUNEQ & GUMMYQ across 4 countries including Australia, 2022, HAB SHIFA
- Secured retail distribution across UAE, Singapore and Canada. Launched a UX / UI design website to generate sales, 2021, HAB SHIFA
- Spearheaded the research based rebranding that resulted in market expansion in both local and exports, 2021, HAB SHIFA
Volunteer Experience
It's The Little Things Community, Board Director, 2021-01-01, Present
References
Available on request
Timeline
Senior Marketing Manager
HAB SHIFA
06.2019 - 07.2021
Head of Marketing
Institute of Certified Management Accounting
01.2019 - Current
Co-Founder
W Food Group
02.2016 - 07.2021
Head of Marketing
Taggertee
09.2012 - 02.2016
Head of Marketing
The Tea & Herb Company
01.2007 - 01.2012
Regional Marketing Manager
Dilmah Tea
01.2002 - 01.2007
Certified Management Accountants ANZ -
London School Of Economics
Masters Of Economics (M.Econ) -
University of Wales
Masters in Business Administration (MBA) -
Chartered Institute of Marketing UK
Bachelor of Economics (BEc) -
London School of Economics
Summary
Qualified Marketing Executive with [16] years of experience in [category and brand managment] marketing. Proven successful at [FMCG international] marketing and working closely with clients to closely manage marketing projects and realize profitable outcomes. Expert in strategizing company growth and monitoring new business technologies and markets closely. Skilled leader and project manager.
Software
Work Preference
Work Type
Full TimeWork Location
RemoteHybridImportant To Me
Company CultureCareer advancementCertification
- CM - Certified Manager Certification
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