Ravindu De Silva'
Head Of Category I Assistant Vise President
Summary
Driving innovation through consumer-centric mindset and advanced project management skills, I led teams to overachieve targets, demonstrating meticulous attention to detail and strategic supplier partnerships.
Overview
10
10
years of professional experience
6
6
years of post-secondary education
1
1
Certification
Work History
Head of Category
Keells Supermarkets
08.2022 - Current
- Accountable for 80% of revenue in Keells supermarket with a team of 20+ members
- Setting direction for commercial team in achieving set profitability and revenue targets.
- Leading growth of Private Label share by through range expansion and growing penetration of existing range.
- Initiating campaigns to drive penetration for main food & non-food categories.
- Managing supplier relationships to ensure smooth business operations.
Head of Category - Food
Keells Supermarkets
07.2021 - 07.2022
- Accountable for 50% of revenue in Keells supermarket with a team of 11 members, managing Grocery, Beverage, Liquor/Tobacco and Pharmacy Departments.
- Performing Annual Budgeting for Food categories on revenue and profitability.
- Leading category team in many disruptions caused by Macro factors such as Covid19, Import Restrictions and ongoing Economic crisis in Sri Lanka.
- Ensuring Keells Own label brand presence in all key categories and total market share to be above 10%.
- Representing Keells supermarket at Government authority led discussions on food affordability.
Project Manager - Keells Iconic
Keells Supermarkets
10.2020 - 12.2021
- Played lead role in delivering the new concept store, Keells Iconic at Lauries Road which had many new initiatives implemented for first time in country.
- Project Brief Video - https://www.instagram.com/tv/CX_LgjjMTkO/?utm_source=ig_web_copy_link
- Collaborating with Food Future Insights, UK(Gavin Rothwell) on emerging retail trends
- Partnering with Whippet.Au on exploring contemporary store layouts and designs
- Over 140% store revenue target achievement on continuous basis since launch date.
Category Head - Grocery
Keells Supermarkets
09.2020 - 06.2021
- Accountable for 30% of revenue in Keells supermarket managing sub departments under Grocery department.
- Disrupted monopolies built around certain food categories by vendor management practices which resulted in 100% growth in other income, along with double digit category growth.
- Secured strategic partnerships with the local pulses suppliers on long term basis to ensure constant availability.
- Upgraded Keells supermarket to be the price setter of the local market for pulses items.
Category Head - Beverage, Liquor/Tobacco, Pharmacy
Keells Supermarkets
12.2017 - 09.2020
- Accountable for 20% of revenue in Keells supermarket, managing Beverage, Liquor/Tobacco and Pharmacy departments.
- Established ways of working for third party Pharmacy vendors adhering to NMRA (National Medicines Regulatory Authority) guidelines.
- Working closely with government authorities on Liquor license renewals and new license applications.
Category Executive - Beverages
Keells Supermarkets
09.2015 - 11.2017
- Accountable for 14% of revenue in Keells supermarket by managing Beverage sub Department within Category Management Department handling 11 categories with 1000++ products.
- Performed promotions/investments with best possible supplier/brand mix to bring in optimum top-line and bottom line to company while assuring suppliers are benefited with better ROI.
- Studied technical aspects of managed category to identify key quality attributes and cost containment levels.
Operations Associate
WNS Global Services Pvt Ltd
09.2014 - 09.2015
- Managing AVIVA UK client by assisting them on monthly and quarterly preparation of budgets under minimal supervision while building strong relationships.
- Performed ABC Costing Methods to assist Cost mangers with their decision making and to amend budgets accordingly.
Education
Bachelor of Science - Physical Sciences
University of Colombo
Colombo 07 10.2011 - 20151
MBA - General MBA
University of Colombo
Colombo 07 01.2019 - Current
Skills
Attention to Detail
Consumer Centric Mindset
Mathematics
Project Management
Certification
Passed Finalist - The Chartered Institute of Management Accountants (CIMA)
Accomplishments
University Colorsman for Baseball - 2014
Timeline
Head of Category
Keells Supermarkets
08.2022 - Current
Head of Category - Food
Keells Supermarkets
07.2021 - 07.2022
Project Manager - Keells Iconic
Keells Supermarkets
10.2020 - 12.2021
Category Head - Grocery
Keells Supermarkets
09.2020 - 06.2021
MBA - General MBA
University of Colombo
01.2019 - Current
Category Head - Beverage, Liquor/Tobacco, Pharmacy
Keells Supermarkets
12.2017 - 09.2020
Category Executive - Beverages
Keells Supermarkets
09.2015 - 11.2017
Operations Associate
WNS Global Services Pvt Ltd
09.2014 - 09.2015
Bachelor of Science - Physical Sciences
University of Colombo
10.2011 - 20151
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