Hi, I’m Isuru De Silva, a results-driven digital marketing professional with 15+ years of experience leading multi-channel campaigns across Google, Meta, LinkedIn, and more. I specialize in paid media, SEO, CRO, and marketing automation, partnering with national brands and agencies to reduce CPL, boost qualified leads, and drive ROI. I love building data-driven strategies, creating audience segments, running test-and-learn programs, and aligning cross-functional teams from marketing, sales, and UX to deliver measurable growth. When I’m not optimizing campaigns, I mentor junior team members and help shape a culture of experimentation and collaboration.…

Isuru De Silva

Hi, I’m Isuru De Silva, a results-driven digital marketing professional with 15+ years of experience leading multi-channel campaigns across Google, Meta, LinkedIn, and more. I specialize in paid media, SEO, CRO, and marketing automation, partnering with national brands and agencies to reduce CPL, boost qualified leads, and drive ROI. I love building data-driven strategies, creating audience segments, running test-and-learn programs, and aligning cross-functional teams from marketing, sales, and UX to deliver measurable growth. When I’m not optimizing campaigns, I mentor junior team members and help shape a culture of experimentation and collaboration.…

Available to hire

Hi, I’m Isuru De Silva, a results-driven digital marketing professional with 15+ years of experience leading multi-channel campaigns across Google, Meta, LinkedIn, and more. I specialize in paid media, SEO, CRO, and marketing automation, partnering with national brands and agencies to reduce CPL, boost qualified leads, and drive ROI.

I love building data-driven strategies, creating audience segments, running test-and-learn programs, and aligning cross-functional teams from marketing, sales, and UX to deliver measurable growth. When I’m not optimizing campaigns, I mentor junior team members and help shape a culture of experimentation and collaboration.

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Skills

Experience Level

Google Ads
Expert
Canva
Expert
Facebook Ads
Expert
SEO
Expert
Email Marketing
Expert
CRM
Expert
HubSpot
Expert
Data Visualization
Intermediate
Shopify
Intermediate

Language

English
Fluent

Work Experience

Digital Account Director at Think Creative Agency
May 2, 2023 - Present
Managed and grew a portfolio of 20+ digital client accounts with a combined annual budget of over $10 million; launched Paid Search campaigns across Google, Bing, Meta and LinkedIn; led cross-functional teams and oversaw paid and organic marketing strategies to improve lead quality and conversions.
Digital Account Director at The Station Agency
May 1, 2023 - October 22, 2025
Directed cross-channel digital campaigns (Paid Media, Social, SEO), achieving a 62% increase in website traffic and a >40% rise in conversions in the first quarter; led rollout of retargeting and landing page optimization; collaborated with SEO/PPC teams.
Paid Media Manager at National Dental Care
March 1, 2022 - October 22, 2025
Led paid media campaigns across Google, Meta and LinkedIn; improved ROAS, generated quality leads and supported growth; managed analytics and reporting.
Senior Marketing Specialist at Innowood
August 1, 2020 - October 22, 2025
Led paid and organic marketing across Social, Search and Display; mentored a team of digital marketers; drove growth through data-driven campaigns.
Marketing Manager at BEYONDS
August 1, 2015 - October 22, 2025
Led marketing initiatives, brand visibility, and revenue growth for rental partners; developed multi-channel campaigns and strategic partnerships.
Marketing Coordinator at BEYONDS
June 1, 2012 - October 22, 2025
Spearheaded brand visibility and revenue growth initiatives; coordinated marketing activities and partner communications across Sri Lanka.
Digital Account Director at The Station Agency
September 1, 2019 - August 1, 2020
Led multi-channel digital strategy and client campaigns across Google, Meta, LinkedIn and Bing; optimized ROIs and CPL; collaborated with SEO, PPC, and UX teams; built audience segmentation and conversion-tracking frameworks; delivered data-driven insights to clients and internal stakeholders.
Senior Marketing Specialist at Innowood
March 1, 2017 - August 1, 2019
Managed end-to-end paid campaigns across Google and Meta to support acquisition and retention goals; implemented naming conventions, audience frameworks, attribution metrics, and conversion tracking; produced performance commentary and presented insights to marketing, sales, and leadership; championed test-and-learn roadmaps and improved CVR while stabilizing CPA; supported cross-functional teams to optimize channel performance.
Marketing Manager at BEYONDS
July 1, 2012 - July 1, 2015
Spearheaded brand visibility initiatives for rental partners in the Sri Lankan market; provided strategic guidance to rental owners on marketing approaches to optimize visibility and bookings; led cross-functional marketing planning and aligned creative, content, and design with business goals.
Paid Media Manager at National Dental Care Plan
April 1, 2023 - April 1, 2024
Created and executed Google paid ads strategy; increased digital monthly sales and lead quality; implemented a Google My Business strategy to boost site visits and engagement; led weekly email marketing campaigns; managed cross-channel optimization and loyalty marketing initiatives.

Education

Master of Business Administration at Australia Institute of Business
January 1, 2014 - January 1, 2016
Graduate Diploma in Management at Australia Institute of Business
January 1, 2013 - January 1, 2014
Bachelor in Information Systems at California State University, Northridge
January 1, 2004 - January 1, 2008
Master of Business Administration (MBA) at Australian Institute of Business
January 1, 2014 - January 1, 2016
Graduate Diploma in Marketing at Australian Institute of Business
January 1, 2013 - January 1, 2014
Bachelor of Information Systems at California State University, Northridge
January 1, 2004 - January 1, 2008
Diploma in Computer Science at Institute of Technological Studies
January 1, 2001 - January 1, 2003

Qualifications

Google Ads Certification
January 11, 2030 - October 22, 2025
Google Fundamentals of Digital Marketing
January 11, 2030 - October 22, 2025
Google Ads Shopping Certification
January 11, 2030 - October 22, 2025
Advanced Diploma in Digital Marketing
January 11, 2030 - October 22, 2025
Diploma in Digital Marketing
January 11, 2030 - October 22, 2025
Google Ads Certification
January 11, 2030 - April 29, 2026
Fundamentals of Digital Marketing (Google)
January 11, 2030 - April 29, 2026
Advanced Diploma in Digital Marketing
January 11, 2030 - April 29, 2026
Google Ads (AdWords) Certification
January 11, 2030 - April 29, 2026

Industry Experience

Media & Entertainment, Professional Services, Healthcare, Retail, Software & Internet
    Scaling High-Value Travel Leads for Heavenly Lanka (Sri Lanka Luxury Tours)

    Overview

    Heavenly Lanka offers premium Sri Lanka and Maldives tour packages for Australian travellers, with average package values around $6,000 AUD. The goal was to generate qualified leads while positioning the brand as a trusted, high-end travel provider.

    The Challenge
    High-ticket offer requiring strong trust before purchase
    Long decision-making cycle (research-heavy audience)
    Limited ad budget (~$650/month)
    No clear lead-to-booking conversion data
    Strategy

    1. Shift from Features to Outcomes

    Instead of listing inclusions, messaging focused on:

    Stress-free travel
    Family connection
    Once-in-a-lifetime experiences

    This aligns with proven marketing principles — sell the result, not the product

    1. Campaign Segmentation

    We split campaigns based on intent:

    Black Friday (urgency-driven bookings)
    Winter Campaign (seasonal demand – June to August travel)

    The winter offer was positioned around:

    ~$3,100 AUD per adult
    Family-friendly itinerary
    Early bird discount (up to 30%)
    3. Multi-Angle Ad Approach

    Ads were built around different decision triggers:

    Emotional escape
    Planning relief
    Trust & safety
    Value justification

    This allowed Meta to optimise delivery across different audience segments.

    1. Clear Offer Positioning

    To reduce friction, ads clearly communicated:

    Accommodation (3–5 star)
    Private transport + guide
    Activities and transfers included

    This improved trust and lead quality

    1. Instant Lead Funnel

    Meta Instant Forms were used to:

    Reduce friction
    Capture high-intent leads quickly
    Qualify prospects upfront
    Execution
    Initial test budget: ~$15/day (winter campaign)
    Target: Australian travellers (families & couples)
    Creative: Story-driven ads based on real itineraries
    Key Insights
    Emotional storytelling outperformed generic travel ads
    Transparency increased conversion intent
    Seasonal positioning improved relevance
    Higher price point filtered better-quality leads
    Next Steps
    Track lead → booking conversion rate
    Implement remarketing campaigns
    Align landing pages with ad messaging
    Scale top-performing creatives
    Conclusion

    Even with a modest budget, this campaign demonstrated that high-ticket travel offers can generate consistent, qualified leads when positioned correctly.

    Success came from:

    Clear messaging
    Strong psychological positioning
    Strategic campaign structure