Oman
Multi-award-winning Marketing & Corporate Communications Leader with 20+ years of experience across automotive, media, advertising, and corporate sectors. I specialise in transforming brands through adaptability and cross generational leadrship by strategic storytelling, integrated marketing, and data-driven communication strategies. As Head of Advertising at Saud Bahwan Group LLC, I lead 360° marketing communications for global automotive brands including BYD, Yangwang, Denza, Ford, Lincoln, Chery, Toyota, and Lexus – driving growth in brand visibility, share of voice, and consumer engagement. My focus is on aligning brand purpose with business objectives so that every campaign strengthens reputation, market leadership, and customer loyalty. Highlights include elevating Toyota’s brand equity through its 50th Anniversary campaign in Oman, helping position BYD among leading EV brands during its launch in Oman, and delivering high-impact launches such as Mahindra KUV100 and the Nidahas Trophy 2018 for Sri Lanka Cricket, securing major sponsorship and international media exposure, as well as repositioning AMW following the Al-Futtaim acquisition in Sri Lanka. Recognised as one of the Most Influential Global Marketing Leaders (World Marketing Congress, 2019) and Woman of Worth (World Women Leadership Congress, 2021), I am deeply passionate about using creativity and analytics to tell stories that move markets and inspire people. I believe in leadership through collaboration, nurturing talent, and building teams that thrive on innovation and strategic impact. My goal is to continue driving growth, brand differentiation, and meaningful engagement in an evolving, experience-driven marketplace. You can contact me at [email protected]
As Head of Advertising at Saud Bahwan Group, I lead the strategic direction and execution of all marketing, communication, and brand initiatives for world-renowned automotive brands including BYD, Ford, Lincoln, Yangwang, Denza, Chery, Toyota and Lexus. I oversee integrated campaigns, media strategy, creative communications, and digital transformation that align with corporate objectives and drive measurable impact across Oman’s automotive market. My efforts continue to reinforce Saud Bahwan Group’s reputation as a leader in brand excellence, innovation, and market dominance in the Middle East automotive industry.
As General Manager of Group Marketing and Communications, I lead the overall marketing vision, brand positioning, and corporate communication strategies for one of Sri Lanka’s most prominent automotive conglomerates. My role encompassed driving cross-functional collaboration, developing brand narratives that resonate with both consumers and stakeholders, and ensuring all marketing initiatives align with the company’s strategic growth objectives. I successfully led the launch of Mahindra KUV100 in Sri Lanka, creating a digital-first campaign that drove a 5% surge in customer inquiries and strengthened market awareness for the brand. Through analytics-driven insights and service excellence programs, I also enhanced the Customer Satisfaction Index by 2% within the first quarter of implementation, reflecting improved post-purchase experiences and stronger customer retention. A key highlight of my tenure includes delivering PR value over 3,000% higher than total media spend, a testament to optimized media engagement and impactful storytelling that elevated the group’s visibility. I further re-positioned IDEAL Group as Sri Lanka’s premier homegrown automotive brand, strengthening its corporate identity among investors, government bodies, and the public while fostering long-term brand credibility and trust.
As Head of Marketing at Sri Lanka Cricket, I led the organization’s national-level marketing, branding, and sponsorship strategies, driving large-scale initiatives that elevated the board’s visibility both regionally and internationally. My role required a blend of strategic creativity and commercial acumen to position Sri Lanka Cricket as a globally recognized sports entity. I spearheaded the Nidahas Trophy 2018, a high-profile tri-nation tournament featuring India, Bangladesh, and Sri Lanka, which not only strengthened fan engagement but also generated over USD 8.5 million in sponsorships and media rights revenue. This event became a landmark in Sri Lanka’s sporting history, contributing significantly to the national economy and enhancing the country’s image as a world-class cricketing destination. Additionally, I conceptualised and executed Sri Lanka Cricket’s 70th Anniversary campaign, one of the most celebrated brand milestones in the organization’s history. The initiative included integrated media promotions, commemorative branding, and a high-profile award ceremony featuring global cricket legends, showcasing the nation’s rich cricketing heritage and reinforcing its influence on the international sports stage.
As Senior Account Director at BBDO Lanka, I led brand strategy, creative communication, and client partnerships for some of the region’s most prominent multinational brands. My focus was on crafting impactful marketing narratives that connected deeply with target audiences while ensuring every campaign reflected BBDO’s global creative excellence and strategic precision. I spearheaded the “Never Stop Moving” campaign for CEAT Tyres, a landmark initiative that effectively localized the brand’s global positioning to resonate with Sri Lankan consumers. This campaign not only strengthened brand equity but also reinforced CEAT’s market leadership through emotionally driven storytelling and high-visibility multimedia execution. Additionally, I revitalized the Millennium IT Legacy campaign, pioneering the first-ever human-computer graphics television commercial in Sri Lanka, an innovation that set a new creative benchmark in the local advertising industry. My tenure at BBDO was defined by transformative client relationships, award-winning campaigns, and measurable business outcomes that elevated brand visibility and engagement across multiple sectors.
As Deputy General Manager of Group Marketing and Communications at AMW, a fully owned subsidiary of the Al-Futtaim Group UAE, I led the company’s overall marketing strategy, brand positioning, and corporate communications across diverse business divisions. Reporting directly to the Managing Director and serving on the Executive Committee (EXCO), I played a pivotal role in shaping the company’s market presence and driving business growth through integrated marketing and media initiatives. I directed the group-wide rebranding initiative following AMW’s acquisition by Al-Futtaim, successfully repositioning the company as a trusted leader in Sri Lanka’s automotive industry. This transformation included the launch of a new corporate identity, communications guidelines, and brand architecture that elevated AMW’s visibility and strengthened stakeholder trust. Additionally, I introduced a centralized media buying model, delivering annual savings of LKR 40 million and ensuring consistent brand representation across all platforms. Under my leadership, AMW achieved significant market share growth, with Yamaha scooter sales rising by 2% and Suzuki Alto sales surging by 51% through targeted campaigns and dealer engagement programs. I also conceptualized and executed the brand’s 65th Anniversary celebrations, encompassing creative branding, internal communications, and a national-scale event that reinforced AMW’s legacy and leadership in the Sri Lankan automotive market.
As Manager of Marketing and Communications at AMW, a subsidiary of the Al-Futtaim Group, I was responsible for leading brand strategy, campaign development, and communication initiatives across a diverse product portfolio that included BP, Castrol, Goodyear, Auto Batteries, and SONAX Car Care. My role demanded a strategic balance between brand building, sales enablement, and stakeholder engagement within a highly competitive automotive market. I successfully executed the “Castrol World Cup Star” campaign across 10 international matches held in Sri Lanka, which became one of the most successful sports marketing initiatives of its time, delivering a 15% year-on-year sales growth in FY 2011. Additionally, I managed multiple high-impact product launches including SONAX Car Care, EPIC Auto Batteries, EPIC Tyres, and Marathon DAG Tyre relaunch, which expanded AMW’s footprint and strengthened its position in the aftermarket segment. Representing Sri Lanka on the Castrol ICC T20 Committee in 2012, I played a leading role in planning and executing the ICC World Twenty20 campaign, driving global visibility for both the brand and the country’s sporting presence. Beyond marketing, I collaborated with the Public Utilities Commission of Sri Lanka to ensure regulatory compliance and managed end-to-end procurement and import processes, optimising supply chain efficiency and maintaining optimal stock levels to support sales growth.