Medhavi Jayaratne

Strategize and lead the overall marketing plan and P&L delivery for the organization's oral care portfolio.

Responsible for the P&L and marketing KPI deliverables of Hemas's 2nd biggest flagship oral care brand Clogard's core, Fresh Gel, Mouthwash & Kids' portfolios.

Achievements:

• After multiple negotiations and successful pitching, Theewra was awarded the development and execution campaign of Sri Lankan singer Yohani’s single “MOVING ON,” the first ever Sri Lankan artist to sign with international music label Red Bull Records.
• Launched international brand Wichy in organic coconut sector across multiple markets.
• Multiple content management awards, 3 YouTube Silver Buttons and a Platinum to boot.

The Role:

• Ensuring smooth running of all business operations including resource management and allocation.
• Act as a strategic advisor for client briefs that require key marketing input.
• Lead client negotiations and new business generation.
• Effectively support the CEO in company finances and investments.
• Frequent monitoring of projects, status reports and identifying areas which require corrective actions.

The Role:

• Achieve topline and bottom-line of each category with alignment to overall organizational targets.
• Develop long-term brand plans that cover brand building, equity building along innovation calendar.
• Assess market opportunities and strategically align brand objectives by creating relevant innovation calendar with clear positioning.
• A&P management.
• Review forecasts and demand trends for products together with sales team and customer marketing.
• Set and review annual advertising plans and precision marketing objectives for digital campaigns.
• Team management.

Achievements:

• ‘vs. baby’ campaign awarded Bronze award at Effie Awards Sri Lanka 2019. Effie Awards are the pre-eminent awards in the industry recognizing brands executing effective and outstanding work.
• Vaseline became the largest body lotion brand in volume and value in 2018 in the market beating long time competition from baby brands and up to date holds the position still.
• Springing Vaseline back to growth from 2.3% in 2017 to 16.6% in 2018.
• Deployment of vs. baby cream campaign on Vaseline reducing lapsing to baby lotion from 44% to 33%.
• 54% of total gains for the brand coming through 3 biggest baby brands in the market with the same campaign.
• Successful deployment of activation model in key regions improving penetration and volume share parameters.
• Owner of Unilever Sri Lanka’s largest Instagram page.
• Vaseline is currently at its highest ever equity scores and the highest in category.

The Role:

• Responsible for Brand building, implementation and design of campaigns, Consumer Promotions, managing brand events and activations, development and implementation of brand strategy, communication, PR and advertising (Traditional and digital media).
• Working closely with the global Vaseline Brand Development team, Advertising agency, media and PR agency and local Supply chain and Sales force to ensure successful implementation of product improvement and brand positioning in the local market.
• Develop relationships and manage in store and outdoor shopper marketing plans. (Special focus on in store visibility and driving experiential product sampling for consumers).
• Management of social media strategy and online content driven connectivity with consumers to create brand engagement and relevance.
• Oversee media plans, produced by the media buying team to ensure the most effective targeted mediums are used.
• Managing relationships with Supply Chain, Research and Development, Regulatory and compliance teams as well as sales force to achieve growth agenda and innovation pipeline for Vaseline.

Achievements:

• Pond’s Age Miracle campaign awarded a Silver Dragon in the Best Brand Building and or Awareness Category at Dragons of Asia Awards 2019.
• Managing a full brand relaunch in 2018 Q1 across key sub-brands of creams, facewash and

anti-ageing.

• Development of local campaign for anti-ageing in Sri Lanka recording 40% growth in 2018.
• With a decline in the year following launch, deployment of a re-positioning campaign for Pond’s BB+ in Sri Lanka as skin care makeup delivered 118% growth in Q3 2017.

Selected as a Management Trainee post 3 month evaluation on internship.

• Stint 1 : 6 months handling 2 projects for Knorr. Worked with international and local Chefs in developing Knorr recipe book and handling the launch. Launch of Knorr website.
• Stint 2 : 1 month stationed in Batticaloa developing trade / consumer insight.
• Stint 3 : 9 month acting as the Territory Manager for Unilever’s largest distributor
• Stint 4 : 6 month stint on managing Pond’s

Research based CSR project driving cleansing habits in the rural estate sector of Sri Lanka and proving way forward to Board of Directors.