Hello, I’m,
Kethshan Induruwage
Digital Marketer with 10+ Years
A Growth Strategist
Performance Marketer
An AI Enthusiast
Educational Highlights
Bsc (Hons) in Marketing Management
By University of Plymouth (UK)
2015 - 2018
Professional Diploma in Digital Marketing
By Asia Pacific Institue of Digital Marketing 2019 - 2020
Post Graduate Diploma in Marketing Management
By Chartered Institue of Marketing
2014 - 2017
Marketing Certifications
AI-Powered Performance Ads Certification
by Google
Issued on June 2023
Apple Search Ads Certification
by Apple
Issued on June 2023
Google Analytics 4 Certification
by Google
Issued on June 2023
JIRA Project Management Certification
by Atlassian
Issued on June 2023
Google Search Ads Certification
by Google
Issued on June 2023
Google Display Ads Certification
by Google
Issued on June 2023
Google Ads 360 Certification
by Google
Issued on June 2023
Diploma in Digital Marketing
by APIDM
Issued on Sept 2020
Career Highlights
- Branding: Initiated global brand revamps, Rebuilt an entire design system, Setup brand consistency, Digital Asset Management & established a marketing communication guideline.
- Leadership: Guided and managed 3 Highly skilled, Full-Time, global teams so far. Altogether 12+ senior level Digital Marketers, 3+ Software Engineers, Support & Sales Speacialsts and QA Engineers
- Project Management: Successfully managed multiple global projects at once with cross-functional departments: Marketing, Engineering, Sales, Product with decipline first approach
- Use of AI: Introduced ChatGPT, Co-pilot and Midjourney AIs to all teams, Trained and educate prompt engineering best practices, Increase the productivity and motivation amongs all members
Hard Earned Trust
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Hi Kethshan,
Your message truly touched my heart. It's been wonderful to work alongside someone as dedicated and passionate as you.
Remember, the journey to become a role model starts with the choices we make daily, and I've seen you make countless commendable ones. I have no doubt you're on the right path.
Thank you for your warm wishes. Keep shining wherever you go, and never forget that success is not just about climbing up, but lifting others as you rise. Please keep in touch, and may your next chapter be filled with growth, challenges, and even more accomplishments.
Take care!
Your message truly touched my heart. It's been wonderful to work alongside someone as dedicated and passionate as you.
Remember, the journey to become a role model starts with the choices we make daily, and I've seen you make countless commendable ones. I have no doubt you're on the right path.
Thank you for your warm wishes. Keep shining wherever you go, and never forget that success is not just about climbing up, but lifting others as you rise. Please keep in touch, and may your next chapter be filled with growth, challenges, and even more accomplishments.
Take care!
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Hey Kethshan,
it's hard to believe that today marks your last day at i4T Labs™. Looking back, I feel fortunate to have known you since old days, and it's been an incredible journey working under your leadership. You've not only been an exceptional department head but also a true friend who always put the team first.
Your knack for project management and achieving collective goals is truly commendable, and l've always admired your humility in sharing credit where it's due. As you step into new adventures, here's to wishing you boundless success and happiness ahead. Stay in touch, and let's make sure those memories continue to inspire us.
All the very best!
it's hard to believe that today marks your last day at i4T Labs™. Looking back, I feel fortunate to have known you since old days, and it's been an incredible journey working under your leadership. You've not only been an exceptional department head but also a true friend who always put the team first.
Your knack for project management and achieving collective goals is truly commendable, and l've always admired your humility in sharing credit where it's due. As you step into new adventures, here's to wishing you boundless success and happiness ahead. Stay in touch, and let's make sure those memories continue to inspire us.
All the very best!
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Kethshan is an incredibly focused and disciplined professional who knows how to set clear goals and drive a team towards achieving them. His strategic mindset and deep understanding of digital marketing tactics have made a significant impact on our projects, particularly when working with our foreign clients in the US and Europe.
I've witnessed firsthand Kethshan's talent for crafting innovative marketing campaigns that generate impressive results. He combines creativity with analytical thinking, allowing him to make data-driven decisions and optimise strategies for maximum impact. Kethshan's dedication to staying up-to-date with the latest industry trends and technologies is commendable and has undoubtedly contributed to his success.
I've witnessed firsthand Kethshan's talent for crafting innovative marketing campaigns that generate impressive results. He combines creativity with analytical thinking, allowing him to make data-driven decisions and optimise strategies for maximum impact. Kethshan's dedication to staying up-to-date with the latest industry trends and technologies is commendable and has undoubtedly contributed to his success.
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Thank you Kethshan.
You will be remembered as one of the best leads never in the history of iT Global, did we achieve as much as we were able to do in the last 2 years under your leadership. Thank you for your support and motivation throughout this time.
Stay in touch.
Wardah
You will be remembered as one of the best leads never in the history of iT Global, did we achieve as much as we were able to do in the last 2 years under your leadership. Thank you for your support and motivation throughout this time.
Stay in touch.
Wardah
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Dear Kethshan,
Thank You very much for all the support you've given and thank you for always mentoring and holding us to be the best version of ourselves. It's been a pleasure working under your leadership and it is the best leadership found in my journey so far. All the Very Best for your Future Endeavours. Stay Awesome Stay Safe!
We will miss you.
Nayanajith
Thank You very much for all the support you've given and thank you for always mentoring and holding us to be the best version of ourselves. It's been a pleasure working under your leadership and it is the best leadership found in my journey so far. All the Very Best for your Future Endeavours. Stay Awesome Stay Safe!
We will miss you.
Nayanajith
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Hi Kethshan,
Thank you for all the support for the past 2 Years Kethshan. you have been an inspiring Leader and a Good Friend. Hope to Keep in touch with vou. good luck on your Future Endeavours from all the Digital Marketing Peeps From both Old and New.
Cheers!
Saalik
Thank you for all the support for the past 2 Years Kethshan. you have been an inspiring Leader and a Good Friend. Hope to Keep in touch with vou. good luck on your Future Endeavours from all the Digital Marketing Peeps From both Old and New.
Cheers!
Saalik
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Hi Kethshan,
Thank you so much, for the support you've provided during our short time together. Although it was brief, working under your leadership for just couple of months has been incredibly amazing. I've learned so much from you. I wish to work with you in future projects, Please keep in touch
All the best
Harina
Thank you so much, for the support you've provided during our short time together. Although it was brief, working under your leadership for just couple of months has been incredibly amazing. I've learned so much from you. I wish to work with you in future projects, Please keep in touch
All the best
Harina
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Dear Kethshan,
I want to express my admiration towards your exceptional leadership. You have set a shining example of what it means to be a true leader. Farewell to the best of the best team leader and good luck on your future endeavours.
Sincere,
Nilakshi
I want to express my admiration towards your exceptional leadership. You have set a shining example of what it means to be a true leader. Farewell to the best of the best team leader and good luck on your future endeavours.
Sincere,
Nilakshi
Questions and Answers
What motivated your relocation to Dubai, and what objectives do you intend to pursue?
Having operated within Sri Lanka’s diverse professional landscape, characterized by a multicultural workplace ethos, I have consistently groomed myself to think outside the box. Observing the evolving landscape of the digital marketing sector in Sri Lanka over the years has prompted my decision to seek broader horizons, beyond Sri Lankan atmosphere. Dubai, with its inherent capacity to present novel challenges, a dynamic work culture, and unparalleled global exposure, has become the natural choice for my professional expansion.
My aspirations for this move are multi-faceted. I want to be a part of a multinational environment that not only encourages but also expects new points of view. Dubai’s reputation as a global business hub presents a unique platform to engage with a wide spectrum of industries, forging connections that transcend geographical boundaries. By embracing the challenges and opportunities that this vibrant city offers, I am determined to contribute my expertise to the digital marketing landscape on an international scale.
Moreover, Dubai’s emphasis on innovation and its knack for trendsetting are aligned with my career ambitions. I plan to harness these qualities to push the boundaries of digital marketing strategies, learning from and collaborating with professionals from around the world. This strategic relocation, underpinned by a commitment to excellence, promises to be a pivotal chapter in my professional journey, enabling me to enrich my skill set and make a substantial impact in the global digital marketing arena.
My aspirations for this move are multi-faceted. I want to be a part of a multinational environment that not only encourages but also expects new points of view. Dubai’s reputation as a global business hub presents a unique platform to engage with a wide spectrum of industries, forging connections that transcend geographical boundaries. By embracing the challenges and opportunities that this vibrant city offers, I am determined to contribute my expertise to the digital marketing landscape on an international scale.
Moreover, Dubai’s emphasis on innovation and its knack for trendsetting are aligned with my career ambitions. I plan to harness these qualities to push the boundaries of digital marketing strategies, learning from and collaborating with professionals from around the world. This strategic relocation, underpinned by a commitment to excellence, promises to be a pivotal chapter in my professional journey, enabling me to enrich my skill set and make a substantial impact in the global digital marketing arena.
Can you provide an overview of your experience in digital marketing and your previous roles?
I embarked on my digital marketing journey in early 2013, initially tapping into web and graphic design as a junior marketer. My interests soon expanded to encompass a wide array of disciplines including SEO, SEM, Social and Content Marketing, CMS management, Marketing Automation, etc. With my formative years dedicated to digital marketing, I navigated through numerous trial-and-error situations that fuelled my growth which I’m truly grateful.
After a 5-year tenure as a digital marketing specialist, a pivotal managerial opportunity emerged, propelling me into a transformative phase. Since then, each step has been a remarkable adventure, defined by continuous learning and invaluable experiences.
After a 5-year tenure as a digital marketing specialist, a pivotal managerial opportunity emerged, propelling me into a transformative phase. Since then, each step has been a remarkable adventure, defined by continuous learning and invaluable experiences.
Have you managed a team of digital marketers before? If so, can you describe your approach to team leadership and collaboration?
Throughout my journey, I’ve had the privilege of spearheading three substantial full-time digital marketing teams, each presenting its unique challenges and opportunities. In addition, I’ve adeptly overseen two freelance digital marketing teams dispersed across various countries, a role that demanded part-time commitment but full-time dedication to cohesion and results.
My approach to team management is defined by inspiration and support, a philosophy born from my belief in fostering a collaborative and empowering work environment. This approach is particularly effective when it comes to engaging with the vibrant Gen Z workforce. Understanding the distinct attributes of this generation, I’ve cultivated an atmosphere that values open communication, inclusivity, and individual growth. By embracing their innate familiarity with digital platforms, I’ve harnessed their creative energy to drive innovative campaigns and strategies.
Each team member’s perspective contributes to collective brilliance. Encouraging diverse viewpoints through idea-sharing fosters commitment and generates a synergy that boosts performance. Clear expectations are vital, coupled with autonomy for showcasing skills. I go beyond delegation, providing guidance, mentorship, and removing barriers. This approach boosts confidence and adaptability in the ever-changing digital landscape.
My approach to team management is defined by inspiration and support, a philosophy born from my belief in fostering a collaborative and empowering work environment. This approach is particularly effective when it comes to engaging with the vibrant Gen Z workforce. Understanding the distinct attributes of this generation, I’ve cultivated an atmosphere that values open communication, inclusivity, and individual growth. By embracing their innate familiarity with digital platforms, I’ve harnessed their creative energy to drive innovative campaigns and strategies.
Each team member’s perspective contributes to collective brilliance. Encouraging diverse viewpoints through idea-sharing fosters commitment and generates a synergy that boosts performance. Clear expectations are vital, coupled with autonomy for showcasing skills. I go beyond delegation, providing guidance, mentorship, and removing barriers. This approach boosts confidence and adaptability in the ever-changing digital landscape.
Describe a situation where you had to adapt your digital marketing strategies due to a sudden shift in the market or industry.
The new addition of artificial intelligence to our operations is a great example. While some perceived AI as a potential menace, I viewed it as an opportunity. I wholeheartedly embraced AI tools, harnessing their capabilities to expedite our marketing endeavours, resulting in substantial gains in ROI. Notably, I tapped into resources like chatGPT, Midjourney AI, CopyAi, and Co Pilot, amplifying our proficiency. These tools granted us a strategic edge in achieving our objectives.
In addition, I orchestrated strategic shifts in our PPC and email marketing campaigns. Employing AI for headline generation, Manipulating social media creatives using AI tech and implementing landing page A/B testing transformed these endeavours. Adapting to these advancements has been transformative, enabling us to navigate complexities more seamlessly and uncover insights that were previously elusive. This agile approach has elevated our campaign efficacy and allowed us to glean actionable intelligence from our data, thereby enhancing decision-making.
In addition, I orchestrated strategic shifts in our PPC and email marketing campaigns. Employing AI for headline generation, Manipulating social media creatives using AI tech and implementing landing page A/B testing transformed these endeavours. Adapting to these advancements has been transformative, enabling us to navigate complexities more seamlessly and uncover insights that were previously elusive. This agile approach has elevated our campaign efficacy and allowed us to glean actionable intelligence from our data, thereby enhancing decision-making.
Data-driven decision-making is paramount. Can you provide an example of how you've leveraged data and analytics to make informed decisions and optimize a digital marketing campaign?
The use of data and analytics has been a cornerstone of my approach to optimising digital marketing campaigns. One especially compelling example involves a product launch campaign for an e-commerce customer.
I methodically created key performance indicators (KPIs) that fit with the campaign’s objectives from the start, including growing website traffic, improving conversions, and raising brand engagement. We built a comprehensive dataset by integrating Google Analytics and other powerful tracking systems, laying the groundwork for informed decision-making.
The first phase entailed analysing demographic data to determine the major audience segments visiting the website. We adjusted our content strategy to resonate with their interests, assuring relevance. We investigated user behaviour through click-through rates and session lengths at the same time. This offered crucial information about which channels were most effective at driving engaged traffic.
We fine-tuned ad copy and images using A/B testing and data-driven iterations. We discovered through continual monitoring that the audience preferred brief ad copy and colourful imagery, leading a re-calibration of our creative assets.
Despite high traffic, we hit a conversion plateau halfway through the campaign. Analytics revealed that there was a congestion in the checkout process. Using this information, we rebuilt the user flow, decreasing friction points. This intervention resulted in a significant increase in conversion rates, proving the effectiveness of data-driven decision-making.
We regularly tracked success against KPIs as the campaign progressed, allowing us to pivot strategies as needed. Following improvements based on data insights resulted in a significant rise in engagement metrics and income. Finally, the campaign outperformed expectations, demonstrating the obvious link between employing data and analytics and campaign success.
This experience reinforces my commitment to using data as a compass to steer campaigns towards the best possible outcomes. It exemplifies how data-driven insights may reveal nuances, enhance plans, and ultimately increase the impact of digital marketing campaigns.
I methodically created key performance indicators (KPIs) that fit with the campaign’s objectives from the start, including growing website traffic, improving conversions, and raising brand engagement. We built a comprehensive dataset by integrating Google Analytics and other powerful tracking systems, laying the groundwork for informed decision-making.
The first phase entailed analysing demographic data to determine the major audience segments visiting the website. We adjusted our content strategy to resonate with their interests, assuring relevance. We investigated user behaviour through click-through rates and session lengths at the same time. This offered crucial information about which channels were most effective at driving engaged traffic.
We fine-tuned ad copy and images using A/B testing and data-driven iterations. We discovered through continual monitoring that the audience preferred brief ad copy and colourful imagery, leading a re-calibration of our creative assets.
Despite high traffic, we hit a conversion plateau halfway through the campaign. Analytics revealed that there was a congestion in the checkout process. Using this information, we rebuilt the user flow, decreasing friction points. This intervention resulted in a significant increase in conversion rates, proving the effectiveness of data-driven decision-making.
We regularly tracked success against KPIs as the campaign progressed, allowing us to pivot strategies as needed. Following improvements based on data insights resulted in a significant rise in engagement metrics and income. Finally, the campaign outperformed expectations, demonstrating the obvious link between employing data and analytics and campaign success.
This experience reinforces my commitment to using data as a compass to steer campaigns towards the best possible outcomes. It exemplifies how data-driven insights may reveal nuances, enhance plans, and ultimately increase the impact of digital marketing campaigns.
How do you ensure brand consistency across various digital marketing channels and campaigns?
Maintaining brand consistency across diverse digital marketing channels and campaigns is a non-negotiable priority in my approach. A compelling illustration of this lies within a cross-channel initiative for a globally recognized brand.
The foundation for brand consistency was an in-depth exploration of the brand’s essence: its values, voice, and visual identity. This foundational knowledge served as a compass guiding every subsequent decision. We created a comprehensive brand guideline that encapsulated these elements, ensuring that team members had a unified understanding.
A pivotal step in enforcing consistency was the creation of a centralized digital asset repository. This repository housed approved visual assets, messaging templates, and style guides. This acted as a single source of truth, guaranteeing that all team members across channels had access to the most up-to-date brand materials. You can use cloud based tools like Adobe XD, Figma or even Photoshop to store and guide all the design materials.
Consistency extended beyond visuals to include language, we created a brand dictionary, which included preferred terms, tones, and phrasing. This dictionary quickly became an indispensable tool for content creators looking to maintain a consistent voice across platforms. Regular audits were conducted to assess consistency visually and contextually. Performance metrics provided insights into which variations resonated most effectively with the audience while maintaining alignment with the brand’s core identity.
This strategy delivered tangible outcomes. Brand recognition and recall improved across channels, giving the audience a sense of familiarity. The connection translated into increased trust, which is the foundation of brand loyalty.
The foundation for brand consistency was an in-depth exploration of the brand’s essence: its values, voice, and visual identity. This foundational knowledge served as a compass guiding every subsequent decision. We created a comprehensive brand guideline that encapsulated these elements, ensuring that team members had a unified understanding.
A pivotal step in enforcing consistency was the creation of a centralized digital asset repository. This repository housed approved visual assets, messaging templates, and style guides. This acted as a single source of truth, guaranteeing that all team members across channels had access to the most up-to-date brand materials. You can use cloud based tools like Adobe XD, Figma or even Photoshop to store and guide all the design materials.
Consistency extended beyond visuals to include language, we created a brand dictionary, which included preferred terms, tones, and phrasing. This dictionary quickly became an indispensable tool for content creators looking to maintain a consistent voice across platforms. Regular audits were conducted to assess consistency visually and contextually. Performance metrics provided insights into which variations resonated most effectively with the audience while maintaining alignment with the brand’s core identity.
This strategy delivered tangible outcomes. Brand recognition and recall improved across channels, giving the audience a sense of familiarity. The connection translated into increased trust, which is the foundation of brand loyalty.
As the Head of Digital Marketing, you'll need to collaborate with other departments. How do you effectively communicate and collaborate with teams such as sales, product, and IT to achieve holistic business objectives?
Collaboration with cross-functional teams is at the core of my approach as a Head of Digital. The alignment of diverse departments, such as sales, product, and IT, is vital to achieving holistic business objectives.
Open and proactive communication is my bedrock for successful collaboration. Regular meetings and check-ins ensure that all teams are updated on the progress, challenges, and goals of our digital marketing initiatives. This ongoing dialogue establishes a shared understanding of each team’s role and contribution, fostering a collective sense of ownership.
Building relationships based on mutual respect and understanding is pivotal. I take the time to learn about the priorities, challenges, and goals of each department. This insight enables me to approach collaboration with empathy, ensuring that digital marketing strategies are tailored to complement their objectives. For instance, collaborating with the sales team, I’ve integrated marketing automation tools to provide them with qualified leads, resulting in improved lead-to-conversion ratios.
Incorporating a collaborative mindset into our processes is a priority. By involving representatives from various departments in the planning and ideation stages, we harness diverse viewpoints, enhancing the effectiveness and creativity of our campaigns. In one instance, working closely with the product team, we developed a joint campaign that showcased new product features, resulting in heightened user engagement and sales.
Handling conflicts diplomatically is essential when multiple departments collaborate. I’ve encountered instances where conflicting priorities arose. In such cases, I initiate constructive discussions to find common ground and reach compromises that prioritize the broader business objectives.
Open and proactive communication is my bedrock for successful collaboration. Regular meetings and check-ins ensure that all teams are updated on the progress, challenges, and goals of our digital marketing initiatives. This ongoing dialogue establishes a shared understanding of each team’s role and contribution, fostering a collective sense of ownership.
Building relationships based on mutual respect and understanding is pivotal. I take the time to learn about the priorities, challenges, and goals of each department. This insight enables me to approach collaboration with empathy, ensuring that digital marketing strategies are tailored to complement their objectives. For instance, collaborating with the sales team, I’ve integrated marketing automation tools to provide them with qualified leads, resulting in improved lead-to-conversion ratios.
Incorporating a collaborative mindset into our processes is a priority. By involving representatives from various departments in the planning and ideation stages, we harness diverse viewpoints, enhancing the effectiveness and creativity of our campaigns. In one instance, working closely with the product team, we developed a joint campaign that showcased new product features, resulting in heightened user engagement and sales.
Handling conflicts diplomatically is essential when multiple departments collaborate. I’ve encountered instances where conflicting priorities arose. In such cases, I initiate constructive discussions to find common ground and reach compromises that prioritize the broader business objectives.
Kethshan
Induruwage
About Me & My Lifestyle
Yes, I Moved to Dubai 🚀
The career opportunities in Dubai are fantastic, and I'm excited to immerse myself in a diverse, multicultural environment. Furthermore, being around industry experts will be a fantastic learning opportunity. I'm excited for this new adventure!
Dreaming of being an inspirational leader 👨🏻💻
I've always wanted to become an inspiring leader. So far, my journey has made me a strong candidate and has prepared me for a challenging future. I'm ready to take on the next challenge at any time.
I’m an Animal Lover 🐱
I adore animals, especially cats and dogs! They bring me so much joy. Having a pet is like a friend who boosts my happiness and mental health. 🐾😊
The fuel that motivates me to go beyond and above
My wife is a strong supporter of my ambitions for professional advancement. She inspires me to go beyond my bounds with her everlasting faith. Her encouragement, from encouraging words to unselfish gestures, pulls me ahead. In her, I find not only a companion, but also a driving force that propels me forward on my path to achievement.
Exciting Project Management Opportunities ⚡️
Working closely with top management has helped me improve my project management techniques throughout my career, and I'm hoping that visiting Dubai will lead to exciting project management opportunities in the software and digital marketing industries.
outside the box thinker 🍿
I've always wanted to think in a different way. In my spare time, I wonder how it could be done differently, What can I do to make a difference.
© 2024 Kethshan Induruwage. All Rights Reserved.