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Digital marketing lead

Sanduni Rathnayake

Campaigns judged on revenue, not impressions.

Kandy, Sri LankaOpen to head of growth roles

Experience: 7 yrs
Ad spend managed: LKR 120m
Best campaign ROAS: 4.2×

About

Seven years running paid and organic acquisition for e-commerce and hospitality brands across Sri Lanka and the Maldives.

I report on cost per acquisition and contribution margin rather than reach, which has occasionally made planning meetings awkward and budgets much more effective.

Experience

Digital marketing lead
Hospitality group, Kandy · 2022 — present
- Took direct bookings from 18% to 41% of total revenue, cutting OTA commission by LKR 62m a year.
- Rebuilt the email programme around booking intent, lifting repeat stays by 27%.
- Manage a LKR 40m annual budget across six properties.
Performance marketing executive
E-commerce retailer, Colombo · 2018 — 2022
- Reduced blended customer acquisition cost from LKR 2,400 to LKR 890 over eighteen months.
- Ran the SEO rebuild that took organic from 12% to 34% of sessions.

Selected work

Direct booking programme

Rate parity, landing page rebuild and a retargeting funnel aimed squarely at OTA commission.

LKR 62m commission saved

Paid search
CRO
Email

Seasonal demand model

Simple forecasting sheet pairing historical occupancy with search trends to time budget releases.

31% lower off-peak CPA

Analytics
Planning

Content engine rebuild

Replaced a blog nobody read with destination guides mapped to the questions people actually search.

3.1× organic sessions

SEO
Content