Samadhi Wanigasekara

Responsible for driving the commercial growth and market expansion of international beauty brands in the UAE, including premium French dermo-cosmetics and Korean skincare brands. The role encompasses category management, retail strategy, brand positioning, and sales capability development, ensuring strong brand performance within a highly competitive beauty retail landscape. Key Responsibilities Lead the UAE market growth strategy for premium French dermo-cosmetic and Korean skincare brands across retail and omnichannel platforms which includes 650+ doors , aligning global brand direction with local market opportunities. Develop and execute category and brand strategies to strengthen market presence, increase consumer engagement, and drive sustainable revenue growth of 20% + on YoY basis. Train and enable 150+ retail beauty advisors across 600+ store locations, improving product knowledge, in-store conversion, and overall customer experience. Design and implement customer journey strategies for skincare shoppers across pharmacy retail networks and e-commerce platforms to enhance brand visibility and sales performance. Collaborate closely with international brand principals, retail partners, and cross-functional teams to ensure consistent brand positioning and successful market execution.

Managed category growth and market development strategies for international professional skincare brands across GCC markets, focusing on the salon, clinic, and professional beauty segments. Led brand and category planning and commercial strategies for a portfolio of international skincare brands, supporting brand growth and market expansion across professional beauty distribution channels. Developed and executed marketing and category plans aligned with global brand directives, ensuring consistency in brand positioning while adapting strategies to regional market dynamics. Coordinated closely with cross-functional teams across UAE, KSA, Qatar, Bahrain, Oman, and Kuwait to implement go-to-market strategies including product positioning, pricing frameworks, promotional campaigns, and professional training initiatives. Leveraged market data, competitor analysis, and consumer insights to optimize product portfolios, strengthen brand visibility, and enhance customer experience within the professional beauty sector. Managed a portfolio of leading international brands within the professional skincare category, including Guinot (Paris), Dr. Renaud (Paris), Casmara (Spain), RICA (Italy), and American International Industries (Ardell, DUO).

Provided strategic framework for marketing and directed offline and digital campaigns ensuring annual marketing activity calendar is deployed. Worked closely with the higher management to understand the corporate objectives and vision in order to integrate the same into marketing initiatives at the corporate level. Also negotiated and obtained required approvals for special projects and annual A&P budget. Worked closely with retail operations management and supply chain teams to drive sales and revenue growth. Established monitoring mechanisms to evaluate effectiveness, conversions, and ROI, while closely monitoring marketing expenditure versus budget. Developed strong stakeholder relationships within the ARPICO group of companies and external entities such as agencies, suppliers (MNCs / national-level FMCG manufacturers), and community organizations. Mentored and groomed high-performing functional teams to take on additional responsibilities and ensure their growth.

Spearheading category management operations (multi-branded) for the FMCG sector (GR+HH) for the Arpico Supercenter Hypermarket chain in Sri Lanka. Responsible for driving category growth KPIs, including sales, GP optimization, product availability & assortment management, inventory management, NPD management, and timely and effective sourcing. Developing short and long-term plans to achieve defined KPIs and leading the category management team toward corporate objectives. Managing supplier relationships with major scale suppliers, including MNCs and national-level conglomerates. Collaborating with customer marketing and national accounts teams to translate insights into strategies to drive performance, including mapping product life cycles, consumer offers, quantity drive campaigns, NPD pipeline discussions, and related implementations. Developing strong working relationships with marketing and retail operations teams. Working closely with central processing and logistic teams to ensure a sustainable supply chain mechanism.

Responsible for optimizing GP, product availability, and sales of non-food consumer products in the FMCG product group Analyze and identify gaps in categories and procure products to fill them Develop long-term plans and strategies for assigned multi-branded non-food FMCG categories Manage a team of non-food category executives, assistants, and support staff Establish category relationships with MNC and national scale suppliers such as Unilever, Godrej, Hemas, and ICL Lead category management projects to optimize pricing, assortment, consumer behavior, and merchandising Collaborate with customer and national accounts teams to translate customer insights into strategies for driving performance Work closely with central processing and logistics teams to ensure a sustainable supply chain mechanism for non-food categories Handle multi-branded household (FMCG) items across 17 categories

Manage the product lifecycle, from ideation to end-of-life, including product pricing, inventory management, and SKU rationalization. Develop and execute product strategy, roadmap, and go-to-market plans for consumer electronics products for the small appliances category. Analyze sales data and market trends to identify opportunities for product improvements, line extensions, and new product introductions Work closely with cross-functional teams, including sales, and marketing, to ensure successful product launches and ongoing support for category management initiatives. Collaborate with suppliers and brand principles to source and evaluate products, negotiate pricing and contract terms, and manage supplier relationships Work closely with the training and development team to develop product training materials, sales presentations, and promotional campaigns to drive product awareness and adoption Manage product launches, coordinating with internal and external stakeholders to ensure successful execution and post-launch evaluation Stay up-to-date on competitor and industry trends and emerging technologies, bringing innovative ideas and best practices to the organization Monitor product performance and customer feedback, making recommendations for improvements and enhancements to drive customer satisfaction and loyalty.

Almanzil Electronics Group is the premier Iraqi distributor of electronics and home appliances since 1992 serving the Iraqi consumers. The purchiasing team is based in JLT- Dubai. Effectively coordinated international supplier’s/ brand principals for product ordering & followed up the delivery end to end from production to shipping and final delivery. Acted as the organization’s window for marketing related materials and manage the exchange between brand partners and organization sales team based in Iraq territories. Updated Monthly ordering and sell out forecasts (OPSI) & related financial forecasts on monthly basis for organizational management reviews and decision making. Effectively ensured that marketing and sales rebates for each brand are followed up and funds are received timely. Brands Involved --- Ariston / Panasonic / Sharp / Electrolux / OEM brands

Triumph is a renowned German lingerie brand, with strong heritage and expertise in the designing and manufacturing of perfect underwear to bring out women's inner beauty. Reporting to the Head of Marketing at Triumph International - SL operation below are duties that I was assigned with, •Responsible for strategizing and implementing marketing communications plans for retail channel ensuring the company and the brand targets follows the global communication strategy of Triumph global. •Lead the building of positive perception by establishing the brand values through front-liners and consumer touch points. •Manage and coordinate the entire communications process of retail channel including visual, printed, consumer engagement and digital media. •Lead and manage the product launches. etc with in the given marketing budget according to the global and local communication plans. •Working closely with the product management team in terms of provision of input new product launches and product distribution.

Softlogic Holdings PLC is one of the pioneering conglomerate in the Sri Lankan market which graces many diversified market places from retail to hospitality to asset management .etc. & listed in the Colombo Stock Exchange. I was involved in the consumer electronic division of Softlogic Holdings which housed many leading global consumer electronics brands and provided access to many market segments through their B2B sales arm and well equipped showroom chain which consisted of 170+ showrooms island-wide. •Responsible for mid-term and long-term sales forecast, purchasing forecast & marketing calendar for rolling 6~18 months. •Closely work with channel sales, finance and logistics teams to achieve the set targets. •Build productive relationships with Store managers across the country (300+) to ensure regular communication regarding achievements for all product categories, plus stock requests and product info queries. •Maintain close communication with international suppliers in terms of prices, product maps and marketing support. •Conduct product training for company staff and channel partners.

Abans (PVT) Ltd is one of the major consumer electronics retailer in the Sri Lankan market catering to mass market and has a branch network of 350+ branches. Reporting to Deputy Director- BRANDS, my responsibilities were as follows, •Responsible for all aspects of the Small appliances business, particularly selection, pricing, merchandising, vendor management, product sourcing, sales forecast and 360-degree marketing calendar. •Maintain close communication with the sales teams (omni channels) and identify and fill product gaps and generate new ideas that will support the growth of profitability, market share & improve customer experience. •Lead end to end planning processes for assigned brands such as stock readiness level, replenishment, capturing deviations in the inventory movement forecast and action plans. •Organizing and conducting product training, product demonstrations and seminars to consumers, front-liners and channel partners

PC House PLC was one of the largest IT solution providers in Sri Lanka operating 29+ Branches Island wide. Reporting to the Head of Retail and Regional Business Operations, my responsibilities were as follows; •Developed the annual marketing plan for the SBU and closely monitored the implementation. •Follow up marketing communication trends and create new in-line ideas and approaches with this knowledge to top management. •Support the distribution process of new and continued products. •Proactively work with commercial partners to capture the risk and opportunities and create response action plans.

Thorn Holdings is one of the growing ventures in the local creative business providing comprehensive media and promotional production solutions to leading companies in the local community and my responsibilities were as follows, •Meeting and liaising with clients to discuss and identify their advertising requirements and Working with agency creative team to devise an advertising campaign that meets the client’s brief and budget. •Preparing ‘Advertising pitches’, along with other agency staff, to try to win new business for the agency.

I have explored the pragmatic business situation of the assigned business platforms depending on the project scope of each of the subjects that i have completed. This includes exploring business arenas such as brand management , organizational innovation strategy, organizational planning structure, strategic direction of the organization , impact of the globalization on the micro and macro environment and business metric systems of the company . I presented the completed assignments pinned with well concrete business evidence foe each of the business matter discussed.