Mahesh Wijewardene takes over marketing at Singer

Monday, 24 June 2013 00:00 - - {{hitsCtrl.values.hits}}

Singer (Sri Lanka) recently named Mahesh Wijewardene to take over the Marketing Division from Nasser Majeed. Wijewardene is designated as Director – Marketing and Commercial and will continue to oversee Commercial Operations, an experience which has provided him with valuable perspective into the market forces that shape the Group’s marketing decisions.

As Commercial Director, Wijewardene had already been playing a key role in the Group’s marketing and advertising strategies, including making decisions on product specifications, features and packaging, and reviewing unit forecasts in order to optimize inventory. He was responsible for sourcing of products, product development and acquiring new brands for the company. He has also been the architect of the Group’s Corporate Social Responsibility activities, which have won the Group recognition as one of Sri Lanka’s Top Ten Corporate Citizens, as adjudged by the Ceylon Chamber of Commerce. Wijewardene joined the Singer Group in November 1996, as the Materials Manager at its Piliyandala factory. His outstanding management skills and astute understanding of market conditions led to his promotion to Commercial Manager in March 2001. Shortly thereafter, Wijewardene was transferred to the Group’s management office where, in July 2002, he took over the Group’s Commercial Division. He was subsequently promoted to Singer (Sri Lanka)’s key management corps as Commercial Director in January 2005. Wijewardene also gained critical experience as Head of the Group’s Service Division. In recognition of the value he has added to the organisation, Wijewardene was appointed to the Board of Singer (Sri Lanka) in June 2006. Wijewardene’s professional achievements are complemented by a raft of academic accomplishments. He received an MBA from the University of Southern Queensland, which also bestowed the Dean’s Award for Outstanding Academic Achievement upon him. Wijewardene has also followed courses at the National University of Singapore and Harvard Business School. He is actively engaged with crucial industry bodies, a testament to his belief in forging strong relationships with the larger business community. For example, he is immediate Past Chairman of the Imports section of the Ceylon Chamber of Commerce and is also a Past Chairman of the Sri Lanka-China Business Council. He was also an active member of the Mercantile Cricket Association, including serving as President during the organization’s hugely successful centenary year. His new role will see him guide the marketing activities of the Group and further strengthen Singer (Sri Lanka)’s commitment to Sri Lankan consumers through its industry-best retail and service networks, as well as its unrivalled brand, product and service offerings.