Senior Digital marketing strategist with over 15 years of experience driving measurable growth through paid media, SEO, and integrated marketing campaigns. Proven success managing $10M+ in digital ad budgets and leading cross-functional teams across Australia. Expert at transforming marketing performance through data-led insights, conversion optimisation, and customer-centric strategy. Passionate about helping brands grow smarter combining creative storytelling with performance driven execution. Co-Founded OZ Media Digital, helping Australian service-based SMEs systemise their digital marketing for sustainable growth.…

IsuruDeSilva

Senior Digital marketing strategist with over 15 years of experience driving measurable growth through paid media, SEO, and integrated marketing campaigns. Proven success managing $10M+ in digital ad budgets and leading cross-functional teams across Australia. Expert at transforming marketing performance through data-led insights, conversion optimisation, and customer-centric strategy. Passionate about helping brands grow smarter combining creative storytelling with performance driven execution. Co-Founded OZ Media Digital, helping Australian service-based SMEs systemise their digital marketing for sustainable growth.…

Available to hire

Senior Digital marketing strategist with over 15 years of experience driving measurable growth through paid media, SEO, and integrated marketing campaigns. Proven success managing $10M+ in digital ad budgets and leading cross-functional teams across Australia. Expert at transforming marketing performance through data-led insights, conversion optimisation, and customer-centric strategy. Passionate about helping brands grow smarter combining creative storytelling with performance driven execution.
Co-Founded OZ Media Digital, helping Australian service-based SMEs systemise their digital marketing for sustainable growth.

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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.

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

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

Industry Experience

Media & Entertainment, Professional Services, Healthcare, Retail, Software & Internet
    paper 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