IMALSHA FERNANDO

• Lead digital strategy and strategic marketing execution for multiple FMCG brands within the Nestle portfolio, ensuring alignment between brand growth objectives, communication strategy, and digital performance outcomes.
• Drive end-to-end execution of multi-platform campaigns across Meta, Google, TikTok, and YouTube , with continuous optimization focused on reach efficiency, engagement quality, and conversion performance.
• Contribute to annual communication planning (2020–2025) by developing digital-first campaign frameworks designed to improve consumer engagement, cultural relevance, and media scalability across markets.
• Oversee paid media investment optimization , improving efficiency through audience segmentation refinement, real-time performance monitoring, and data-led budget allocation decisions.
• Partner closely with creative, production, media, influencer, and regional teams to deliver integrated FMCG campaigns including TVCs, digital-first storytelling, influencer activations, and seasonal brand moments.
• Promote customer focused thinking by aligning the customer journey and ensuring consistent experiences across all digital touchpoints, campaigns, and brand channels.
• Lead and mentor a 4 member team , managing planning, execution, optimization, reporting, and stakeholder coordination across multiple Nestle brands.

Performance Impact

• Strengthened campaign efficiency through continuous real-time optimization and audience refinement strategies
• Improved integration between creative development, media planning, and performance execution workflows
• Enhanced FMCG campaign engagement during seasonal and culturally driven marketing moments
• Supervised day-to-day operations to meet performance, quality and service expectations.
• Developed strong working relationships with staff, fostering a positive work environment.
• Promoted teamwork within the workplace by encouraging collaboration among staff members on various project tasks.

• Managed and executed performance-driven digital media campaigns across FMCG brands, translating consumer insights into structured communication strategies across Meta, Google, and YouTube ecosystems.
• Executed multi-platform paid media campaigns , optimizing performance across reach, engagement, and cost efficiency metrics through continuous monitoring and refinement.
• Developed campaign reporting support data-led decision-making across brand teams .
• Supported integrated FMCG campaigns including seasonal launches, influencer collaborations, and social-first amplification strategies .
• Contributed to media planning, audience segmentation, and campaign optimization cycles across multiple FMCG categories.

Impact Contribution

• Improved audience targeting efficiency across FMCG consumer segments
• Strengthened seasonal campaign performance through structured optimization cycles
• Supported full-funnel digital execution across multiple brand portfolios
• Enhanced reporting quality and performance insight delivery

• Managed digital campaign execution and performance reporting for enterprise clients, ensuring alignment between client objectives, campaign delivery, and performance outcomes .
• Supported multi-channel campaign coordination, optimization, and reporting across digital platforms.