Rehan Jayawardena

Chief Executive Officer @ Qualitea Ceylon (Pvt) Ltd.

About

💼 Transformation | Business Leader | FMCG & International Trade | Operations | Strategy Integrity is at the core of how I lead and operate. With over a decade of experience in FMCG, retail, and international trade, I have worked across the value chain, gaining expertise in operations, supply chain, commercial strategy, and business transformation. Naturally curious and analytical, I thrive on understanding end-to-end processes, ensuring decisions consider the bigger picture and business impact. I have successfully led operational transformations, supplier partnerships, and large-scale business efficiencies in competitive markets. 🔹 Core Strengths: ✔ Operational & Business Transformation – Driving efficiency through process innovations, format transformations, and new store rollouts. ✔ Commercial Acumen – Expertise in supplier negotiations, partnerships, category management, pricing strategy, and promotional planning. ✔ Stakeholder Management – Engaging and influencing suppliers, distributors, senior leadership, and cross-functional teams. ✔ International Trade & FMCG Expertise – Understanding of global supply chains and wholesale distribution. ✔ Problem-Solving & Strategic Thinking – Navigating complex business challenges and identifying opportunities for growth, through data-led decisions. 📩 Open to connecting with industry leaders, suppliers, and distributors passionate about growth, operational excellence, and international trade.

Country

Sri Lanka

City

Colombo

Industry

Food Production

Skill

Leadership, Retail, Management, Operations, Procurement, Project Management, FMCG, Food & Beverage, Marketing, Business Development, Business Analysis, ERP, Product Development, CRM, Market Research, International Marketing, Manufacturing, Sales, Marketing Strategy, Social Media

Experience

Chief Executive Officer

Qualitea Ceylon (Pvt) Ltd.

2025-11 - Present · 11 mos

Director

Qualitea Ceylon (Pvt) Ltd.

2025-5 - Present · 1 yr 5 mos

CEO (Designate)

Qualitea Ceylon (Pvt) Ltd.

2025-5 - 2025-10 · 6 mos

Supporting the strategic transition of leadership, overseeing transformation, governance, and commercial performance. Actively preparing to assume full CEO responsibilities while continuing to serve on the Board.

Transformation Consultant

Qualitea Ceylon (Pvt) Ltd.

2024-1 - 2025-4 · 1 yr 4 mos

⚡Advising on transformation initiatives to enhance operational efficiency, strengthen governance, drive commercial growth, and cultural change. 🏆Building a robust leadership structure, and developing long-term strategic plans to position Qualitea for sustained success.

Format Development Manager

Sainsbury's

2021-10 - 2023-12 · 2 yrs 3 mos

Led format transformation projects across 1,400+ stores, shaping customer propositions. 🔹 Managed large-scale format trials and rollouts, by leading cross-functional teams. 🔹 Developed propositions using a data and insight-led approach. 🔹 Collaborated with senior stakeholders, ensuring commercial viability.

Operations Manager - B2B Wholesale

Sainsbury's

2020-5 - 2021-10 · 1 yr 6 mos

London, England, United Kingdom

Led the conversion of 120+ SPAR locations into Sainsbury’s ‘On the Go’ stores, managing wholesale partnerships, supply chain operations, and B2B onboarding. 🔹 Oversaw the store rollout programme, coordinating cross-functional teams (Tech, Logistics, Supply Chain, B2B, Store Management). 🔹 Established SLAs and performance-tracking tools to improve inventory management, product availability, and service levels. 🔹 Designed and implemented onboarding frameworks, for new B2B customers, developing flowcharts, process documents, and handbooks to standardize operations and integration. 🔹 Led competitor insight & analysis as part of the Customer Centric Project, evaluating market capabilities. Key Achievements: ✅ Opened 120+ stores across 4 partners in under 12 months.

Earlier Roles – Buying, Retail/Store Management, and Equity, Diversity & Inclusion (ED&I)

Sainsbury's

2015-1 - 2019-10 · 4 yrs 10 mos

Various roles across buying, category management, retail operations, and store management, developing expertise in commercial strategy and stakeholder management. 🔹 Negotiated supplier agreements, optimising pricing and category performance. 🔹 Developed and executed promotional plans, increasing sales and customer engagement. 🔹 Led store teams, overseeing daily operations, team performance, and customer service excellence. Key achievements: ✅ ED&I Champion for the Business Unit, driving inclusion initiatives and awareness. ✅ Selected for the Grocery Extra Development Programme (GEDP), a talent programme for future commercial leaders. ✅ Awarded Customer & Trading Manager of the Year (2016).

Account Manager & Management Trainee

Qualitea Ceylon (Pvt) Ltd.

2011-8 - 2014-12 · 3 yrs 5 mos

Started as a Management Trainee, gaining hands-on experience across all business functions, before progressing to Account Manager, overseeing key markets in Europe and North Africa. Developed expertise in international trade, B2B sales, and distributor management. 🔹 Managed key accounts, supporting distributors with product positioning, pricing strategy, and sales growth initiatives. 🔹 Represented Qualitea at global trade exhibitions (Gulfood, ANUGA, SIAL), strengthening business networks. 🔹 Conducted market research and competitor analysis, identifying opportunities to expand Qualitea’s footprint.