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I am an insight-led Brand Strategist with 15+ years of experience across FMCG, beverage, apparel and consumer brands, with deep expertise in the Sri Lankan and broader South Asian market context. I translate consumer and category insights into clear brand narratives and guide go-to-market activation across digital, retail and on-ground channels. I partner with internal teams and external agencies to ensure consistent, commercially effective brand execution.…I am an insight-led Brand Strategist with 15+ years of experience across FMCG, beverage, apparel and consumer brands, with deep expertise in the Sri Lankan and broader South Asian market context. I translate consumer and category insights into clear brand narratives and guide go-to-market activation across digital, retail and on-ground channels. I partner with internal teams and external agencies to ensure consistent, commercially effective brand execution.

Hasini Amaraweera

Brand Strategist, Marketing Strategist, Growth Marketer, +2

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I am an insight-led Brand Strategist with 15+ years of experience across FMCG, beverage, apparel and consumer brands, with deep expertise in the Sri Lankan and broader South Asian market context. I translate consumer and category insights into clear brand narratives and guide go-to-market activation across digital, retail and on-ground channels. I partner with internal teams and external agencies to ensure consistent, commercially effective brand execution.…I am an insight-led Brand Strategist with 15+ years of experience across FMCG, beverage, apparel and consumer brands, with deep expertise in the Sri Lankan and broader South Asian market context. I translate consumer and category insights into clear brand narratives and guide go-to-market activation across digital, retail and on-ground channels. I partner with internal teams and external agencies to ensure consistent, commercially effective brand execution.

Available to hire

I am an insight-led Brand Strategist with 15+ years of experience across FMCG, beverage, apparel and consumer brands, with deep expertise in the Sri Lankan and broader South Asian market context.

I translate consumer and category insights into clear brand narratives and guide go-to-market activation across digital, retail and on-ground channels. I partner with internal teams and external agencies to ensure consistent, commercially effective brand execution.

Skills

Branding

Copywriting

Experience Level

Branding

Expert

Copywriting

Intermediate

Language

English

Fluent

Work Experience

Head of Commercial Operations, Brand & Commercial Strategy at Brandix Lanka (Pvt) Ltd

January 1, 2024 - January 1, 2026

Led USD 120M+ commercial portfolios delivering 40% YoY growth across global apparel brands. Owned category, assortment, and merchandise strategies aligned to retailer demand and brand positioning.

Senior Commercial, Account & Brand Manager at MAS Holdings

January 1, 2022 - January 1, 2024

Full P&L accountability for USD 127M annual revenue portfolio. Strategic lead for Victoria’s Secret & Co and lululemon global accounts. Improved net profitability through cost optimisation, and assortment planning. Led joint business planning, seasonal forecasting, and promotional alignment with key retail partners. Reduced cost of failure to 0.4% through enhanced operational governance.

International Brand & Marketing Manager at Bogawantalawa Tea Estates PLC

January 1, 2021 - January 1, 2022

Led international brand strategy and portfolio development for heritage Sri Lankan FMCG brand across UK and EU markets. Refined brand positioning and messaging to balance provenance, quality, sustainability and modern consumer appeal. Translated Sri Lankan consumer and cultural insights into globally relevant brand narratives. Delivered USD 23M annual revenue while maintaining contribution margins at 46%.

Senior Commercial & Brand Strategy Role at MAS Holdings

January 1, 2015 - January 1, 2024

Led brand, product and go-to-market strategy for global consumer brands including Victoria’s Secret & Co and lululemon. Partnered with marketing, design and activation teams to ensure consistent brand execution across markets. Conducted consumer and trend analysis to inform positioning, range architecture and launch planning. Produced insight-driven strategy documents used by internal stakeholders and external partners.