Dilan Lakminda Rathubaduge
About Candidate
Results-driven sales leader with 24 years of extensive FMCG experience, specializing in B2C and B2B sales across Modern Trade, Traditional Trade, Wholesale, and Foodservice channels. Proven expertise in end-to-end Route-to-Market (RTM) execution, managing over 100 sales vans and optimizing distribution networks for Fresh Dairy, Juices, Foods, Bakery, and Poultry. Adept at driving revenue growth through strategic partnerships, key account management, and data-driven decision- making.
Strong leadership in steering cross-functional teams, enhancing operational efficiencies, and executing high-impact go-to- market strategies. Skilled in market intelligence, demand forecasting, and adapting to evolving consumer trends to ensure product availability and maximize market share. Committed to delivering excellence in customer experience while fostering long-term business relationships that drive sustainable growth.
Salary
Nationality
Certifications
Charted Manager - Charted Management Institute -UK.,
Squattish Qualification (Level 11) - SQA Scotland ,
Leadership Level 6 - IMD Switzerland
Looking for Job Title
Location
Education
Work & Experience
Sales & Revenue Management – Responsible for an annual revenue of SAR 450 million and a volume of 45 million liters/kg across Fresh Dairy, Juices, Food, Bakery, and Poultry (Fresh & Frozen). Team Leadership & Route Management – Lead a team of over 100 staff, including indirect reports, managing 35 dedicated sales routes. Strategic Business Growth – Develop and execute long-term regional growth plans based on market research and best practices. Key Account & Customer Relationship Management – Build and maintain strong relationships with key accounts while conducting regular customer meetings to understand their needs. Market Analysis & Expansion Opportunities – Analyze market trends to identify opportunities for product expansion and business growth. Financial & Budget Management – Oversee and manage regional budgeting processes accurately and efficiently. Sales Performance & Reporting – Prepare detailed performance reports and present key metrics to senior management for strategic decision-making.
Sales & RTM Operations Management – Managed 100 sales routes, overseeing the complete Route-to-Market (RTM) operation for Fresh Dairy, Juices, Food, Bakery, and Fresh Poultry. Team Leadership & Development – Led a team of 220 sales staff and over 70 sales support team members indirectly, ensuring performance excellence. Key Account & Customer Relationship Management – Identified key accounts, built strong relationships, and increased customer loyalty through engagement strategies. Market Monitoring & Competitor Analysis – Conducted regular market visits to assess customer needs, identify potential business partners, and monitor competitor activities. Performance Reporting & Strategic Insights – Created detailed monthly sales reports, analyzing trends, challenges, and providing recommendations for improvement. Sales Staff Development & Assessment – Led staff training, assessment, and development programs to enhance team efficiency and effectiveness. Goal Setting & Performance Review – Conducted weekly meetings to review performance metrics, provide feedback, and set future sales targets. Customer Insights & Product Development – Provided customer feedback to product development teams to enhance product offerings and market fit.
