Iranga Dharmawardhana's Email

Fifteen years’ experience in Marketing and Sales/Distribution Management and currently employed at PepsiCo (VBL) as a Group General Manager Sales. I have engaged and performed as a Head of National Sales at CIC Holdings PLC, Regional Sales Manager at Coca Cola Beverages, Area Sales Manager at CIC Paints Lanka and Territory Manger at Unilever Sri Lanka Ltd during my tenure in Sales and Distribution. PepsiCo (VBL) is the Largest Bottler of PepsiCo Company in South East Asia and engaged in Sri Lanka Business over the Last 10 Years. The Company Made a Remarkable Growth in 2014 and done the ever highest sales of 7.9 Billion by growing 18% against 2013, while gaining a Market share of 3.4% from the Competitors (Coke and EH). This was purely based on the correction made in the Distribution process to service the Market actively and efficiently.

Group General Manager - Sales @ • Managing and driving an annual T/O of Rs. 8 Billion and a Volume of 7.8M Cases in PepsiCo. • Handing one of the Sri Lankas largest Sales Forces having, 1 AGM, 8 RSMs, 24 ASMs, 65 Customer Executives and 310 Sales Reps in the country. • Getting involved in Preparing the Annual Operation Plan to have sustainable growth. This will help in determining the right infrastructure of the Distribution and enhance the effectiveness of Supply chain to meet the annual budget. • Managing the Company Cash flow to assure the committed bottom line every month. • Planning and implementing right promotion at the right time to attack Competitor activities to grab the Market Share. • Actively assisting to carryout area demarcations, appointment of new DB’s and restructuring of routes to have a better penetration in the market. • Involving in recruiting the Company Sales Staff, Training and motivation by leading front in the department. • Designing Distributor modules to minimize Distributor Churns and implemented many systems to track DB investment, ROI, Profits, Cash Flow and right infrastructure. • Representing Sri Lanka in all the company related gatherings such as Meetings, Trainings, AGMs etc. locally and internationally. • In 2014 Sri Lanka was awarded as the best performing country in PepsiCo India Region in LRB Volumes. • Gained MS of 3.4%, Growth over LY 18% while in industry Growth at a zero level, • Successfully launched and executed two world renown Brands Aquafina & Tropicana in Sri Lanka. From December 2013 to Present (2 years 1 month) Head of National Sales @ • Handled the Food and Personal Care Division by Managing 6 Regional Sales Managers 21 Sales Coordinators and 81 Sales Reps including 1 Modern Trade Manager and 3 MT Executives. • Managed 56 Distributor Network Island wide and Top 5 Modern Trade Chains. • Prepare Business Plans and revenue projection and holding the overall responsibility of Top Line and the Bottom Line. • Responsible in Monthly Target achievements, Planning and implementing monthly promotions, managing annual budgets and Strategic planning to improve the business. • Analyzed Market share through research, Introducing new products/Ranges to the market and monitoring the sales growth and prepare Rolling Forecast in an every month. • Recruiting, Directing, Guiding and Training the sales force are done by me in order to achieve better results. • CIC Food & Personal care Division made a record profit in 2012 under my supervision and additional responsibilities were given to handle Enlevin Brand & CIC Agri Foods from 2013 onwards. From December 2011 to December 2013 (2 years 1 month) Regional Sales Manager @ • Handled Western and Southern Province at COCA-COLA Beverages Sri Lanka Ltd by managing 12 Executives, 37 Distributor Sales Reps and the same number of Merchandisers under my supervision. • Implemented the DSR operation in the region and recruited 37 DSR and increase the sales force from 12 to 49 in order to maximize the penetration. Fish bone strategy was followed to re structure the routes and the areas. As a result, the availability increased from 67% to 89%. • Achieved the Best Area Manager 2010 in Execution and this evaluation was done by AC Nielson, the most reputed company in market researching’s. • Launched an AVAM Drive at COCA-COLA Beverages, in order to activate all the main outlets and increase the level of Availability, Visibility, Assortment & Merchandising. As a result of it the market share has been increased from 43% to 54% in the activated areas. • Implemented KPI Tracking System to Coca Cola and started route wise/ shop wise and brand wise monitoring. From January 2008 to November 2011 (3 years 11 months) Area Sales Manager @ • Managed Colombo and Down South Areas by contributing 17% to the total business. This has been averaged of 36% increase against previous year, being the Company Growth is at 17.8%. • Achieved “Above Objectives” the highest rating given to the employees, consecutively for two years. • Introduced the “Sales Rep Operation” which was a new concept to the CIC Dulux and gained a growth of 43% against the previous year. This initiative has been rolled out in the entire country in 2007 since it was a major success. • Conducted a research that convinced the senior management to position two new products, all of which generated an increase of 5% - 10% Sales in 2007. • First to implement the “Quarterly Aimed Action Plan” and this has proved an overall growth in the business. • First to implement the “Contractor visits” in rural areas through Distributors and started a new channel to increase sales in Down South area. • Implemented the “Any Color-Any Town” promotion in Down South area. From March 2006 to January 2008 (1 year 11 months) Territory Manager @ • Driven the Sales team to achieve the “Master-Blaster” competition in the Central Region and won six rewards in 2003 when I worked as a Territory Development Officer. • Worked as the Team Leader in the Northern Region and conducted 14 display drives. • Driven the sales team to achieve Best Sales Rep 2004 and 2005, Best Merchandiser 2004 and 2005, and Best Area 2005 in Polonnaruwa area. • Conducted many special promotions a. Introduced a door to door selling operation (Dorin Dorata) at Polonnaruwa. b. Conducted many display drives to support company brands. c. Conducted many distribution drives to support for newly launched brands (SLT Det). d. Implemented route restructuring plans to increase the penetration. From January 2000 to January 2006 (6 years 1 month)

• Professional Postgraduate Diploma in Marketing (CIM UK)., Marketing @ . From 2006 to 2009 Iranga Dharmawardhana is skilled in: New Business Development, Key Account Management, Sales Management, Negotiation, Account Management, Management, Sales Operations, Strategy, Business Planning, Team Management, Strategic Planning, Business Strategy, Marketing Strategy, Business Development, Team Leadership, Sales, Marketing, Leadership