Anuruddhi Shakila Liyanage
Surrey,BC
Summary
T-shaped marketing leader with 10 years of expertise in B2B, SaaS and DTC, scaling brands and driving performance marketing strategies that significantly increase customer acquisition and retention. Expert in SEM, SEO and Strategic Marketing principles that focus on optimising ROAS, CAC, AOV and LTV. Leading and mentoring a team of up to 10 Senior Strategists and Specialists with a portfolio of up to 30 clients. Led the strategic planning and execution of marketing initiatives for portfolios with budgets up to USD 8 million per month, delivering impactful revenue growth through data-driven forecasting and analysis. Directed paid media efforts for a multi-million dollar e-commerce company, scaling the product portfolio from 3 to 8 products and achieving a consistent 6-12x ROAS. Extensive experience in performance marketing, media buying, and customer retention across DTC, B2C, SaaS, and e-commerce verticals. Empathetic and dynamic leader with expertise in fostering a high-performance culture aligned with innovative and best-in-class marketing practices. Implemented a continuous learning academy to elevate digital marketing skills across the team, ensuring alignment with the latest DTC trends, platforms, and AI tools. Passionate about leveraging innovative marketing strategies, building strong brand identities, and collaborating cross-functionally to achieve and exceed business growth objectives. Professional leader with extensive experience in driving strategic initiatives and fostering effective team collaboration. Strong background in project management, budget oversight, and stakeholder engagement, ensuring organisational goals are met efficiently. Known for adaptability, reliability, and focus on achieving impactful results. Skilled in leveraging data-driven insights, optimising processes, and mentoring teams to excel in dynamic environments.
Overview
14
14
years of professional experience
1
1
Certification
Work History
Associate Director, Paid Media
Directive Consulting
02.2023 - 02.2025
- Led a high-performing team of up to 10 strategists and specialists across four time zones, successfully managing advertising budgets of $1.5 million per quarter while fostering a culture of collaboration and continuous improvement.
- Spearheaded strategic multi-channel paid media campaigns for a portfolio of 30 clients, enhancing ROI and conversions by 30%, which translated into an additional $100,000 to $200,000 in revenue over six months.
- Utilised advanced analytics and CRM tools such as Salesforce, HubSpot, Marketo, and Looker Studio to optimise ad spending and improve campaign efficiency, resulting in a 40% increase in overall project efficiency through enhanced workflows and reporting.
- Conducted deep analysis of marketing trends, competitor behaviour, and buyer journeys to develop targeted marketing strategies that aligned with business objectives and contributed to an increase in Monthly Recurring Revenue (MRR) and Annual Recurring Revenue (ARR).
- Oversaw the execution of multi-channel marketing campaigns, focusing on performance metrics and efficiency, leading to the achievement of over 80% of North Star metrics for paid media and SEM on a quarter-over-quarter basis.
- Facilitated quarterly business review sessions for client portfolios, collaborating with strategists to craft compelling data stories that aligned with clients' visions, achieving an 80% client renewal rate by enhancing client satisfaction from 3 to 4.5 out of 5.
- Conducted weekly one-on-one coaching sessions with team members, guiding them in skill development and project delivery, which promoted a culture of learning and professional growth within the team.
- Acted as a trusted client advocate, ensuring high-quality customer service and leading strategic conversations to build trust and strengthen client relationships, ultimately contributing to a 5% month-over-month increase in overall program revenue contribution.
- Implemented innovative strategies for cross-selling and up-selling, successfully expanding the client portfolio and enhancing revenue streams while consistently meeting or exceeding yearly growth targets.
Performance Strategist (Paid Media Manager, March 2022 - January 2023), Team Strategist (Paid Media Operations Manager, December 2021 - February 2022), Project Lead (December 2020 - November 2021), Performance Marketing Specialist (April 2020 - November 2020)
Thrive Digital
04.2020 - 01.2023
- Lead strategy and budgeting for key accounts, with a recurring monthly budget of 8 million.
- Specialised in channel management for Google Ads, Meta Ads, Microsoft Ads and TikTok Ads.
- Led up to 6 strategists and specialists, including their training development and performance reviews.
- Progressed team members through to promotion and supported new managers and leads with new responsibilities.
- Assisted a team member with a lateral movement from Performance Marketing Specialist to a People Ops (HR) Administrator.
- Increased E-com client portfolio from 3 to 8 products while also increasing the monthly budget from 1 to 8 million.
- Regularly prepared and conducted presentations for the C-Suite while training direct reports on data storytelling.
- Grew overall sales for client projects during Black Friday Cyber Monday (BFCM) holiday promo by 45% year over year (YOY).
- Exceeded client projected sales by 35% YOY.
- Led complex account audits and requests for proposal (RFP).
- Contributed to securing $1 million in new business.
- Worked closely with agency partners such as Google and Microsoft.
- Conducted quarterly business reviews and annual reviews focusing on Thrive Digital’s objectives and key results.
- In partnership with another team member, led the Cookieless Future initiative, including training sessions for the organization.
- Leveraged various tools such as Lattice (performance management & goal setting), Asana (project management), WorkRamp (learning management system), Coaching.com and more to facilitate team member and company growth.
Lead Strategist (October 2019 - April 2020), Search Marketing Specialist (July 2019 - September 2019)
RTOWN
07.2019 - 04.2020
- Collaborated with key stakeholders to drive business growth and employee development.
- Worked closely with the sales team to pitch new business, including presentations to key stakeholders.
- Led performance marketing training and tag management for E-commerce.
- Managed and optimized 30+ SEM accounts.
- Trained web teams on SEO and SEM infrastructure to support clients.
- Conducted extensive client education and training sessions on digital marketing best practices.
- Worked with external vendors to boost visibility for clients (eg, Vendasta).
- Improved RTown’s project management process and client servicing experience.
- Updated internal processes and procedures, and monitoring tools.
- Improved client NPS score by 80%.
- Improved overall department efficiency by 20% through implementing new processes, documentation, and training sessions.
- Data visualisation and reporting utilizing Looker Studio and Report Garden.
- Secured $50K in new business.
Head of Performance Marketing
Digibrush
05.2018 - 04.2019
- Hired to build the performance marketing department from the ground up.
- Worked closely with the business development team on a strategy to pitch new business.
- Grew the agency’s performance marketing portfolio by 40%, securing 20 new well-known brands through comprehensive business proposals and presentations.
- Interviewed, hired and trained 6 team members.
- Developed and hosted regular company-wide training sessions on paid media strategy, account optimization, content management, budget management, account management, reporting and analysis, and data visualization.
- Introduced project management tools and processes to increase efficiency and scale client services.
- Developed a reporting system through Google Data Studio.
- Awarded best digital media agency - retail at Sri Lanka Telecom Zero One Awards in 2018.
- Awarded best digital integrated campaign by Sri Lanka Telecom Zero One Awards in 2018.
Digital Marketing Strategist, Team Lead
Search Max
08.2016 - 04.2018
Online Marketing Specialist
E-Marketing Eye
08.2015 - 07.2016
Project Manager
Futures Private Limited
12.2013 - 02.2015
Banking Associate
HSBC Commercial Banking
02.2011 - 10.2013
Education
Post Graduate Diploma - Level 6 - Marketing
Chartered Institute of Marketing
United Kingdom08.2016
Bachelor of Science - Marketing & Management
Edith Cowan University
Perth Australia08.2013
Skills
- Google Ads
- Meta Ads
- LinkedIn Ads
- Tiktok Ads
- Reddit & Quora
- Account-Based Marketing
- Search Engine Marketing (SEM)
- Search Engine Optimization (SEO)
- Google Analytics 4 (GA4)
- Google Tag Manager (GTM)
- Looker Studio & Proprietary Tools
- Leveraging Artificial Intelligence
- Business Acumen
- Financial Acumen
- Account Management
- Measurement & Attribution
- Data Analysis & Reporting
- Public Speaking & Presentations
Websites
Certification
Google – Google Ads Certified
Languages
English
Native or Bilingual
Affiliations
Qualified marketer from charted institute of marketing in UK
Mentor at Project management institute ottawa chapter
TECHNOLOGY
Google Ads, Meta Ads, Tik Tok Ads, Microsoft Ads, LinkedIn Ads, Reddit, Quora, GA4, GTM, Google Search Console, SEM Rush, Screaming Frog, Ahref, MOZ, Ad Roll, Built-in, Looker Studio, Lattice, WorkRamp, Asana, Coaching.com, ZoomInfo, Hubspot, Marketo, G-Suite, Microsoft Office.
Timeline
Associate Director, Paid Media
Directive Consulting
02.2023 - 02.2025
Performance Strategist (Paid Media Manager, March 2022 - January 2023), Team Strategist (Paid Media Operations Manager, December 2021 - February 2022), Project Lead (December 2020 - November 2021), Performance Marketing Specialist (April 2020 - November 2020)
Thrive Digital
04.2020 - 01.2023
Lead Strategist (October 2019 - April 2020), Search Marketing Specialist (July 2019 - September 2019)
RTOWN
07.2019 - 04.2020
Head of Performance Marketing
Digibrush
05.2018 - 04.2019
Digital Marketing Strategist, Team Lead
Search Max
08.2016 - 04.2018
Online Marketing Specialist
E-Marketing Eye
08.2015 - 07.2016
Project Manager
Futures Private Limited
12.2013 - 02.2015
Banking Associate
HSBC Commercial Banking
02.2011 - 10.2013
Post Graduate Diploma - Level 6 - Marketing
Chartered Institute of Marketing
Bachelor of Science - Marketing & Management
Edith Cowan University