Sulan De Silva

• Managed entire scope of brand marketing activities for the New Vehicle Sales division
• Marketing planning and budgeting: Was responsible for developing the annual marketing plan and setting MARCOMM budgets aligned with sales and brand building objectives
• Creative concept development: Drew up core messaging themes and concept thinking in providing direction to creative, media and event partners
• New product introductions: Spearheaded the successful national launches of the8th generation Hilux (2015), the4th generation Prius (2016) and the Wigo1000cc compact car (2018) – each of these launches were supported by a massive360-degree communication & promotions campaign
• Additionally, was also included in the teams that determined technical specifications and pricing for newly-launching models
• Brand tie-ups: Created cross-selling opportunities by entering into partnerships with financial and leisure business organizations
• Used exhibition platforms that attract high-potential B2B audiences towards generating interest in Toyota’s model line-up for fleet orders
• Result-oriented TTL marketing: Increasingly adopted digital channels and tactics such as offer-based direct mailers, SMS geo-fencing and database mining to acquire qualified leads into the sales funnel
• Marketing collateral: Was lead point of supervision for design and production of marketing collateral such as product catalogues, flyers, POS material and other brand publications

High point(s):1) Attended and graduated the Toyota Development Program's global Toyota Way in Sales and Marketing (TWSM) workshop;2) Custodian of the massive Toyota Wigo market rollout – developed the original product proposal for the model and oversaw every aspect of its introduction; from positioning-focused communication to sales-oriented activations

• Writes and consults for brands as well as individual projects, more emphasis being on the role as writer
• Has written for multiple brands across diverse industry segments, on various formats

- Industries engaged: F&B; fashion; tech; travel & leisure; pharmaceuticals;

energy; education; consumables; home & interior

- Formats: Concept and proposal writing (marketing campaigns, business); ad copy; commercial scripts; web writing; blogs; social media content; case studies; PR; marketing collateral; brand names and taglines; story and concept notes

High point(s): Writer of the ‘Ghost of the Clouded Plains’ coffee-table book – commissioned by Sri Lankan Conservation Photographer Sankha Wanniatchi, wrote the complete narrative and study on Leopards living in the Horton Plains National Park in Sri Lanka

• Was responsible for the development of Brand, Marketing and Content Strategies during the company’s launch phase
• Also facilitated in setting up the business and establishing a strong foundation team
• Strategy development
• Brand identity creation
• Content creation and management
• Policy and process drafting
• Recruitment

• Managed client-brand accounts (including creative resource handling)
• Branding and brand placement | Marketing proposals | Creative writing