I've spent the past decade working across digital marketing, first in agency environments, now in-house at group level. That journey has taken me across integrated campaigns, branded content, influencer work, websites, apps, and whatever new platform happens to be demanding attention at any given moment.
Currently, I lead digital marketing for Hayleys PLC, one of Sri Lanka's most diversified conglomerates, which means adapting strategy across 17 sectors and 220+ business units operating in over 80 countries. It's taught me that there's no single formula, what works depends entirely on context, audience, and objective.
But one thing stays constant, creativity isn't something you layer on top of strategy. It's what makes strategy land. The best digital work I've been part of has always combined genuine originality with clear commercial intent, ideas that surprise people and then prove their worth in results.
