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Occasional preacher
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Rashmi Rajahmoney
Colombo
Summary
A highly motivated individual, passionate about brands, with strong leadership and interpersonal skills gained in the fast moving consumer goods industry, with demonstrated ability to take up challenges and deliver results
Overview
17
17
years of professional experience
Work History
Head of Marketing – Sri Lanka
Godrej Consumer Products Limited
07.2022 - Current
- Heading the marketing function for Godrej Sri Lanka covering over 6 brands in Sri Lanka spread across FMCG categories showing double digit growth in 2024
- Responsible for leading the development of all marketing plans including the relaunch of Goodknight coils leading to a 30% growth
- Ensuring the implementation of effective marketing strategies, making Abha Hair Colour powder the market leader in 2023
- Focusing on growing audiences and the uptake for products and services
- Reviewing and reporting on all areas of the marketing strategies and its implementation
- Developing the corporate brand identity in consultation with senior managers, executives, and partners
Senior Brand Manager – Oral Health Care (Sri Lanka and Bangladesh) and Digestive Health Care (Sri Lanka)
GlaxoSmithKline (SmithKline Beecham Pvt Ltd)
09.2021 - 07.2022
- Expanded responsibilities for the Oral Health Care category in Bangladesh and Nepal where it forms close to 90% of the total business in addition to continuing with managing the categories at a local level as well
Senior Brand Manager – Oral Health Care and Digestive Health Care
GlaxoSmithKline (SmithKline Beecham Pvt Ltd)
01.2020 - 08.2021
- Took on the added responsibility of the digestive health care category consisting of Eno, an antacid and one of GSK’s youngest brands with a strong contribution to bottom line
Senior Brand Manager – Oral Health Care
GlaxoSmithKline (SmithKline Beecham Pvt Ltd)
07.2016 - 12.2019
- Managing the Oral Health care category for GSK consisting predominantly of GSK Power Brand – Sensodyne
- Responsible for achieving of company objectives for the oral category on value, volume and profits through the creation and implementation of marketing plans for the entire Oral Healthcare portfolio in Sri Lanka
- Drive brand equity in the minds of consumer through the creation and maintenance of strong awareness and imagery via the elements of the marketing mix
- Ensuring any necessary research for the brand and category are designed and carried out to identify new segments and opportunities for the category
- Influence and work closely with internal team to ensure all marketing activities are implemented across the marketing mix elements
- This would encompass advertising across mediums, promotions at point of purchase and visible distribution
- Ensure data is regularly analysed for changes/trends in consumer behaviour that can be identified as brand opportunities and ensure marketing plans are adjusted accordingly
Brand Manager – Eno and Iodex
GlaxoSmithKline (SmithKline Beecham Pvt Ltd)
02.2012 - 06.2016
- Managing the two brands which falls under the Wellness portfolio
- Working closely with the senior manager to ensure delivery of company objectives in terms of delivering top and bottom line and market share goals for brand Eno and Iodex in Sri Lanka
- Briefing and coordinating necessary studies via research channels to mine for consumer insights for existing categories
- Working closely with key stakeholders to deliver marketing related activities in terms of above-the line and below the line activities
- This includes advertising, promotions at shopper point and ensuring optimum distribution for the brands
- Ensuring data is used to review brand plans on a periodic basis and make corrections/revisions where required
- Working with the senior manager to use data effectively for consumer insights to be rolled into brand strategy
Brand Manager – Clogard
Hemas Consumer Brands
01.2010 - 01.2012
- Managing the brand Clogard, the second largest brand within the company portfolio
- Working closely with the Brand director to implement planned brand activities and ensure delivery of both volume and value targets set for Clogard
- Ensure all periodic research on the brand takes place as planned and use of reports to identify changing needs of the consumer
- Coordinating any new research undertaken to understand new sub segments the brands can consider expansion into
- Working closely with key stakeholders to ensure all advertising activities take place as per brand plans on TV, Radio, Press and Outdoor
- Work with internal teams to ensure implementation of consumer promotions, shopper visibility and trade level activities to drive distribution
- Maintain and utilize internal data to track sales trends, pricing and identify possible key turning points for stakeholders
Assistant Brand Manager – Baby Cheramy
Hemas Consumer Brands
03.2009 - 12.2009
- Assisted in the brand management of the company's largest brand, in the areas of coordinating internally to ensure timely delivery of product and successful execution of brand activities
- Working closely with the Senior Brand Manager to carry out execution of strategies that deliver both volume and value targets set for Baby Cheramy
- Working with the Senior Brand Manager to ensure all research takes place smoothly as per the stipulated plans
- Ensure all research reports are shared on time and with relevant stakeholders
- Working closely with media agencies to ensure all advertising connects as per the laid out plans (across TV, Radio, Press and Outdoor)
- Working with the customer marketing teams to ensure consumer promotions, shopper visibility and trade level activities are executed as per the plan
Management Trainee
Hemas Consumer Brands
09.2007 - 02.2009
- Obtained an overall understanding of the Hemas group with focused training on the FMCG and Transport sector with on the job training in the field of Marketing and HR within FMCG sector
- Follow the management trainee program of 18 months in all sectors with a deeper understanding of 2 mutually agreed sectors (FMCG and Transport), followed by a further deep dive into one of the two segments (FMCG)
- Attend all trainings and ensure the training manual is signed off by all stakeholders
- Submit reports and observations as and when required
Education
Masters of Business Administration -
Anglia Ruskin University
01.2016
B.Sc. - Information Systems and Management
University of Madras
01.2006
GCE Advanced Level Examinations - Combined Mathematics, Physics, Chemistry
Methodist College
01.2002
GCE Ordinary Level Examinations - undefined
01.1999
Skills
- Understanding of strategy and business drivers
- Understanding of current business environments
- Customer perspective
- Ownership
- Teamwork
- Strong time management
- Cross-functional team leadership
- Marketing plans
- Marketing plan development
- Branding
Accomplishments
- Consistently commended by upper management for spearheading and leading effective marketing campaigns.
- Have served on the judging panel of Sri Lanka Institute of Marketing (SLIM) Brand Excellence for past 3 years
Disclaimer
I hereby declare that the above written particulars are true to the best of my knowledge.
Personal Information
- Date of Birth: 12/17/83
- Gender: Female
- Nationality: Sri Lankan
- Marital Status: Married with 2 children
- Religion: Christian
Affiliations
Associate Member of the Chartered Institute of Marketing (UK)
Interests
Activities
- Have been on the judging panel for Sri Lanka Institute of Marketing (SLIM) Brand excellence for the past 3 years.
- A member of the School Committee in 2001 (Prefect).
- Was a part of the website revamp committee for the Hemas corporate website, 2011.
- Served as a member of the Standing Committee of the Diocese of Colombo, Church of Ceylon, 2007-2009.
- Active member of the Church of St Michael and All Angels, Polwatte, involved in the youth fellowship, choir and Sunday School.
Languages
English
Tamil
Sinhala
Timeline
Head of Marketing – Sri Lanka
Godrej Consumer Products Limited
07.2022 - Current
Senior Brand Manager – Oral Health Care (Sri Lanka and Bangladesh) and Digestive Health Care (Sri Lanka)
GlaxoSmithKline (SmithKline Beecham Pvt Ltd)
09.2021 - 07.2022
Senior Brand Manager – Oral Health Care and Digestive Health Care
GlaxoSmithKline (SmithKline Beecham Pvt Ltd)
01.2020 - 08.2021
Senior Brand Manager – Oral Health Care
GlaxoSmithKline (SmithKline Beecham Pvt Ltd)
07.2016 - 12.2019
Brand Manager – Eno and Iodex
GlaxoSmithKline (SmithKline Beecham Pvt Ltd)
02.2012 - 06.2016
Brand Manager – Clogard
Hemas Consumer Brands
01.2010 - 01.2012
Assistant Brand Manager – Baby Cheramy
Hemas Consumer Brands
03.2009 - 12.2009
Management Trainee
Hemas Consumer Brands
09.2007 - 02.2009
B.Sc. - Information Systems and Management
University of Madras
GCE Advanced Level Examinations - Combined Mathematics, Physics, Chemistry
Methodist College
GCE Ordinary Level Examinations - undefined
Masters of Business Administration -
Anglia Ruskin University
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