Srihari Illamanathan
Mount Lavinia
Summary
Dynamic trade marketing professional with a proven track record at John Keells Holdings PLC, excelling in strategic planning and market analysis. Recognized for achieving 100% volume recovery during economic challenges, showcasing strong people management and budgeting skills. Awarded Gold for best Assistant Manager, reflecting exceptional performance in driving brand success.
Overview
7
7
years of professional experience
Work History
Assistant Manager – Trade Marketing
John Keells Holdings PLC
01.2024 - Current
- Ensuring volume achievement and penetration in SMMTs across the island.
- Responsible for shopper activations and customer branding across the island.
- Responsible for operation and expansion of exclusive branded outlets.
- Responsible for RTM efficiency in distribution channels.
- Responsible of FOC budget allocation and adherence to budget.
- Handler of Capex budgets for assets and A&P budgets for activation and promotions.
- Responsible for freezer and other capex allocation and performance.
- Responsible for insight acquisition from third party market researchers and utilizing data to increase volume and outlet base.
- Overlook the event activations team and support Assistant Manager events in execution of plans.
- Won the Gold award for the best Assistant Manager in Other Sales support services for the year 2024 at the National Sales awards organized by Sri Lanka Institute of Marketing.
- Received Bravo recognition award by Consumer Foods Sector on John Keells Group for exemplary result and execution at 2024 Big matches and Nuwareliya seasonal activation.
Area Distribution Manager
John Keells Holdings PLC
07.2023 - 01.2024
- Ensuring smooth distribution within the region.
- Maintaining a healthy relationship with distributors while ensuring distributor sustainability.
- Covered the role of two ASMs and CM in two territories during their absence for three months.
- Guiding and directing distributors for standards in operating procedures.
- Responsible in driving 100% volume achievement in assigned region.
Area Distribution Manager
Ceylon Tobacco Company PLC
09.2022 - 07.2023
- Ensuring smooth distribution within the region.
- Maintaining a healthy relationship with distributors.
- Ensuring KPI and Volume targets are set for distributors and are driven for achievement.
- Utilizing all possible avenues to tap the untapped channels and gain volume.
- Guide and help TMEs with their day-to-day BAU completion.
- Ensured 100% Volume recovery amidst national economic crisis with only two TMEs.
Trade Marketing Executive
Ceylon Tobacco Company PLC
09.2020 - 08.2022
- TME of Anuradhapura and Dambulla markets (March 2022 – August 2022).
- Conducted special operational plan for Poson season and recorded an incremental volume after 4 years.
- Managed 6 markets for 3 months as 4 Markets didn't have a TME.
- Took the lead in driving regional volumes and shadowed the ADM to drive volumes and KPIs.
- TME of Jaffna and Vavuniya markets (September 2020 – February 2022).
- Execution of Regional plans to achieve the volume objectives set by the HO.
- Multiple Channel Management – General Trade, Modern Trade, Horeca & Military.
- Prepare and execute territory business plans to achieve company objectives.
- Best Emerging TME for the Year 2021.
- Special Tier 1 Recognition, Project Islander – Placing consignment agents in 04 islands around Jaffna and negotiated with local fishermen to deliver the stocks to the islands to ensure sustainable distribution arm to cater stocks to the islands.
- Outlet Tracker – Prepared an excel to simplify and get multiple readings required for day-to-day business analysis by pasting one report. Preparation of the tracker reduced hours of time spent by TMEs to prepare reports for data analysis. Cascaded the preparation guide to TMEs nationally and was replicated across all regions.
- COT – Took the lead in conducting regional volume driven activity during covid lockdown to ensure 100% distribution and recover daily average. Successfully recorded the highest recovery nationally with a recovery of 98% against the daily average volume during the lockdown period in 2021.
- JP Runner - Took the lead in organizing the first ever virtual distributor award ceremony to commemorate the frontliners and best performers of a brand driven competition within the region.
- FLC – Lead the team in organizing a regional frontline conference for distributor managers and supervisors along with an outbound training in Diyathalawa. Responsible for the event flow, content, budgets, and coordination of the conference.
- Pit Crew – Member of the team which organized the first ever virtual distributor strategy cascade.
Marketing Intern
Ceylon Tobacco Company PLC
01.2020 - 09.2020
- Responsible of handling 75+ Brand activation executives, allocate strategic outlets to conduct 1-2-1 discussions with consumers to get brand related feedback.
- Run effective reports on feedback obtained from consumers and forward to relevant parties.
Intern (International Business)
Etisalat Lanka
08.2018 - 12.2018
- Responsible of handling 15 wholesale partners who send and receive international traffic through Etisalat Lanka.
- Responsible of handling and rectifying disputes in international SMS count and cost occurred.
Education
CHARTERED INSTITUTE OF MARKETING -
CHARTERED INSTITUTE OF MARKETING
UK12.2025
BSC(HONS) - INTERNATIONAL BUSINESS & MANAGEMENT
UNIVERSITY OF PLYMOUTH
UK04.2021
GCE Advanced Level -
S. THOMAS' COLLEGE - MOUNT LAVINIA
Mount Lavinia01.2015
Skills
- Microsoft tools
- Teamwork
- Coaching
- Administrative skills
- Strategic decision-making
- Adaptability and flexibility
- People management
- Customer engagement
- Market analysis
- Strategic planning
- Sales monitoring
- Promotional planning
- Sales strategy
- Business development understanding
- Retail operations management
- Budgeting and finance
References
References available upon request.
Activities
- Cofounder of the social enterprise ‘Reach Foundation” and have organized four charity projects.
- Member of the John Keells Group Hockey team.
- Member of the CTC Hockey 7's team.
- Most Outstanding hockey player of NSBM in 2019.
- Captain of the NSBM Hockey Team (2017-2018).
- Co-editor NSBM sports council (2018).
- Represented the S. Thomas' College Mount Lavinia's 1st Xl Hockey team from 2012-2015.
- Member of the CH&FC Hockey Club.
Languages
English
Proficient (C2)
C2
Tamil
Native
Native
sinhala
Proficient (C2)
C2
Timeline
Assistant Manager – Trade Marketing
John Keells Holdings PLC
01.2024 - Current
Area Distribution Manager
John Keells Holdings PLC
07.2023 - 01.2024
Area Distribution Manager
Ceylon Tobacco Company PLC
09.2022 - 07.2023
Trade Marketing Executive
Ceylon Tobacco Company PLC
09.2020 - 08.2022
Marketing Intern
Ceylon Tobacco Company PLC
01.2020 - 09.2020
Intern (International Business)
Etisalat Lanka
08.2018 - 12.2018
CHARTERED INSTITUTE OF MARKETING -
CHARTERED INSTITUTE OF MARKETING
BSC(HONS) - INTERNATIONAL BUSINESS & MANAGEMENT
UNIVERSITY OF PLYMOUTH
GCE Advanced Level -
S. THOMAS' COLLEGE - MOUNT LAVINIA