Dunali Anjana Samarasinghe

My responsibilities centered around the development and expansion of the Singer Domestic Sewing Machines category. This involved creating innovative and attention-grabbing communications strategies and actively contributing to brand equity building campaigns.

My role involved establishing Singer Sewing Machines' brand presence, managing all marketing channels, collaborating with external agencies and teams, and overseeing various aspects like pricing, product launches, and inventory management.

At ICL Brands, I initially joined as a Graduate Trainee overseeing three key personal care brands in the Male Grooming Product Category. I was later promoted to Brand Executive, where I focused on developing and executing NPD and category extension strategies, along with leading marketing campaigns to promote male grooming products using both ATL and BTL initiatives.

In this role, I orchestrated marketing campaigns to achieve brand objectives, including value and market share. I managed new product development, collaborated with cross-functional teams, oversaw consumer and shopper activations, planned trade activities, and handled budgets. Additionally, I monitored research data and implemented corrective actions when needed.

I actively contributed to various projects, including product relaunches, digital campaigns, consumer promotions, and brand activations for Personal Care brands. I also conducted consumer research, managed expenses, and collaborated with cross-functional teams and external agencies.

I supported the SLT Brand Marketing team in executing 'Speed up with SLT 2018' campaigns, handling customers, coordinating cycle races, participating in regional sales efforts, following up on sales leads, and conducting consumer research with cross-functional teams.