Achini Indumali Perera

Position Summary:

As Head of Digital Marketing, I am responsible for identifying market opportunities and advising on the development, coordination, and implementation of strategic digital marketing plans and programs across a diverse portfolio of clients and sectors. This role involves leading a large, multi-disciplinary team to drive brand growth, optimize market penetration, and achieve quantifiable commercial objectives for our goods and services. My expertise encompasses the full spectrum of digital marketing, from strategic oversight of campaign execution to advanced data analytics and continuous improvement initiatives, ensuring high-impact results, and significant departmental profitability.

Key Responsibilities and Achievements:

• Strategic Marketing Planning and Development:

Identified market opportunities and consumer insights across diverse sectors (Education, Real Estate, Automotive, FMCG, Hospitality), translating them into comprehensive digital marketing strategies and objectives.
Advised senior management and key stakeholders on optimal digital marketing strategies, including channel mix, budget allocation, and performance projections, aligning with overall business growth objectives.
Developed and executed detailed digital marketing objectives, policies, and programs, encompassing SEO, social media marketing (SMM), paid media (PPC, SEM), content marketing, email marketing, and analytics.
Managed a substantial monthly campaign budget of over USD $15,000, strategically allocating resources to maximize reach, engagement, and conversion across multiple domains.

• Campaign Management & Implementation:

Coordinated and oversaw the end-to-end execution of complex digital marketing campaigns, ensuring alignment with strategic goals, brand guidelines, and target audience needs for each domain.
Liaised extensively with internal teams and external vendors, agencies, to ensure seamless campaign delivery, content creation, and technical implementation.
Provided expert advice and direction on all elements of digital marketing, including ad creative, landing page optimization, audience targeting, and A/B testing methodologies, to enhance campaign effectiveness.
Directed and optimized performance marketing initiatives, consistently achieving a return on investment (ROI) exceeding 15% across all managed campaigns.

Market Research & Analysis: Commissioned and undertook in-depth market research and competitive analysis to identify emerging trends, consumer preferences, and market gaps for new and existing goods and services.
Analysed complex digital performance data (e.g., Google Analytics, advertising platforms, CRM data) to derive actionable insights, inform strategic adjustments, and predict future market trends.
Developed and presented detailed reports and dashboards on campaign performance, market insights, and strategic recommendations to senior leadership and clients.

• Team Leadership & Development:

Managed and mentored a large team of over 50+ digital marketing professionals (including specialists in SEO, SMM, PPC, Content, Analytics, etc.), fostering a high-performance culture focused on innovation and results.
Directly involved in the hiring process for key team members, ensuring recruitment of top-tier talent aligned with departmental and organizational needs.
Conducted regular workshops, training sessions, and seminars to upskill the team on emerging digital marketing trends, best practices, and new technologies, enhancing overall team capability and knowledge.
Oversaw departmental operations, consistently maintaining an overall departmental profit margin of 30-35% through effective resource management, process optimization, and strategic client acquisition.

Cross-Functional Collaboration & Stakeholder Engagement: Collaborated cross-functionally with sales, product development, and senior leadership teams to ensure integrated marketing strategies that directly supported business development and revenue growth.
Managed key stakeholder relationships, presented strategic marketing proposals, progress reports, and performance outcomes, built trust, and fostered long-term partnerships.