With a rich career spanning over 17 years, Sirimevan Senevirathne, Chief Marketing Officer at Pan Asia Bank, has been at the forefront of transformative marketing strategies across diverse industries. His extensive experience in banking, insurance, and the fast-moving consumer goods (FMCG) sector has equipped him with a unique perspective on the evolving role of the modern CMO. In today’s digital age, where customer preferences shift rapidly, Sirimevan’s vision has helped Pan Asia Bank adapt and thrive.
The role of the CMO has significantly evolved over the last decade, and Sirimevan is a prime example of how the position has grown beyond traditional marketing. “In the past, CMOs were primarily concerned with brand management, advertising, and public relations,” he shares. “However, today, the role has expanded to become much more data-driven and customer-centric.”
As digital transformation reshapes industries, the expectations of CMOs have also changed. Sirimevan explains that the focus has shifted towards creating meaningful, personalized customer experiences. This requires leveraging data analytics to understand customer behaviors, preferences, and journeys in real-time. “Data is now the foundation of decision-making. We are responsible for turning vast amounts of data into actionable insights that help deliver targeted, relevant content across multiple platforms.”
Moreover, the modern CMO’s role now involves a deeper integration of technology. Marketing automation, AI-powered personalization, and customer relationship management (CRM) systems have become essential tools in delivering seamless marketing experiences. “Our responsibility as marketers is no longer confined to communication; we are increasingly working with technology teams to implement systems that enhance customer engagement and satisfaction.”
Sirimevan emphasizes the need for omnichannel marketing strategies, which ensure that customers have a consistent experience across all touchpoints, whether they interact online or offline. This means understanding how different channels—digital and traditional—contribute to the customer journey and optimizing marketing efforts across these platforms.
The evolution of the CMO role is also marked by the increased focus on innovation and agility. “The pace of technological change demands that we be constantly on our toes,” he explains. “As marketers, we need to embrace a mindset of continuous learning and adaptation, fostering a culture of innovation within our teams.” Sirimevan believes that collaboration between departments such as sales, IT, research and development (R&D), and customer service is crucial to the success of a modern marketing strategy.
Finally, the CMO’s role has expanded to include purpose-driven marketing. In today’s climate, consumers increasingly expect brands to take a stand on social and environmental issues. “At Pan Asia Bank, we integrate sustainability and purpose-driven initiatives into our marketing strategies, communicating the bank’s values and commitments to building brand loyalty and trust.”
Under Sirimevan’s leadership, Pan Asia Bank has pioneered several successful campaigns that have enhanced its brand presence. One such campaign that stands out is the ‘Pan Asia Ran Aththama’ initiative, which significantly bolstered the bank’s brand visibility and strengthened its cultural connection with customers.
“The ‘Pan Asia Ran Aththama’ campaign was a pivotal moment for us,” he recalls. “It was built around the concept of leveraging cultural elements to create a strong emotional connection with our target audience. This not only helped foster loyalty but also differentiated Pan Asia from its competitors.”
The campaign was centered around Pan Asia Bank’s pawning solution, a product that has long been part of the bank’s service portfolio. However, Sirimevan and his team took a fresh approach, relaunching the product under the branding of ‘Pan Asia Ran Aththama.’ The name itself, which translates to “The True Friend,” resonated deeply with Sri Lankan customers, reinforcing the idea that the bank stands by its customers in their moments of need.
“The strategy was twofold,” he explains. “First, we repositioned the bank as ‘The Truly Sri Lankan Bank,’ emphasizing our deep-rooted connection with the local culture. Second, we introduced a product brand name that reflected the essence of what we were offering—a trusted, reliable solution to financial challenges.”
The ‘Pan Asia Ran Aththama’ campaign was a perfect example of how effective communication can reinforce a brand’s promise. Through a combination of traditional and digital marketing channels, the campaign reached a wide audience. The bank used a multi-channel promotion strategy, including TV, radio, social media, and digital ads, ensuring that the message was consistent and accessible.
What set this campaign apart was its focus on trust, convenience, and sophistication. “We wanted to show that pawning services, often viewed as a low-end solution, can be a sophisticated asset-backed option that allows customers to meet their financial needs with pride,” Sirimevan notes. By emphasizing transparency and hassle-free service, the campaign empowered customers and enhanced their confidence in using Pan Asia’s pawning services.
The results were impressive. The ‘Pan Asia Ran Aththama’ campaign led to a notable increase in brand visibility and customer engagement, solidifying Pan Asia Bank’s position as a leading financial institution that understands and caters to the needs of the Sri Lankan market.
In the competitive banking industry, customer experience is a key differentiator, and Sirimevan has been a strong advocate for using data analytics to enhance the customer journey at Pan Asia Bank. “Today, customers expect more than just products and services—they want personalized experiences,” he explains. “Data analytics is the cornerstone of delivering those experiences.”
At Pan Asia Bank, data analytics allows the marketing team to gain deeper insights into customer behavior. By analyzing transaction patterns, preferences, and spending habits, the bank can offer tailored solutions that resonate with individual customers. “We use data to provide personalized offerings, whether it’s through product recommendations or customized financial solutions,” Sirimevan shares.
One of the key areas where data analytics has made a significant impact is in customer support. By tracking and analyzing interactions across various touch points—whether online, mobile, or in-branch—the bank can identify common pain points and streamline processes to reduce friction. “It’s all about improving the customer journey and making every interaction as smooth and efficient as possible.”
Pan Asia Bank also uses data to optimize its loyalty and rewards programs. By understanding customer preferences and spending habits, the bank designs more effective rewards schemes that drive engagement and increase satisfaction. “It’s about offering the right rewards to the right customers at the right time,” Sirimevan notes.
Moreover, customer feedback plays a critical role in shaping the bank’s strategies. “We monitor feedback from surveys, social media, and other channels to gauge customer sentiment. This helps us make informed decisions about improving our products and services.”
As digital channels become the primary touchpoints for banking customers, Sirimevan has made it a priority to ensure a seamless and integrated experience across both digital and traditional platforms. “Creating an omnichannel experience is essential,” he explains. “Whether customers are interacting with us through our mobile app, website, or at a branch, they should have a consistent and unified experience.”
He emphasized the importance of having a centralized its customer data through a Customer Relationship Management (CRM) system. This allows the bank to track customer interactions across all platforms and deliver personalized experiences. “Consistency in branding and messaging is key,” he emphasizes. “Customers should recognize our brand no matter which channel they use—whether it’s a TV commercial, a social media post, or an in-branch interaction.”
Pan Asia Bank’s approach to channel marketing includes real-time engagement through digital tools like chatbots, notifications, geotargeting, and AI-driven recommendations. These tools are seamlessly integrated with traditional customer service options, ensuring that customers can choose their preferred method of communication without losing continuity.
The banking industry is undergoing significant changes, and Sirimevan is acutely aware of the challenges and opportunities that lie ahead. Stricter regulations, changing consumer expectations, and the rapid shift toward digital services are just a few of the obstacles that banks face. However, he believes that these challenges present opportunities for growth and innovation.
At Pan Asia Bank, compliance is built into the product development process from the earliest stages. “We work closely with our legal and compliance teams to ensure that our offerings meet regulatory standards without compromising on innovation,” he explains.
To address changing consumer expectations, Pan Asia leverages data analytics to personalize customer experiences. The bank has also invested heavily in digital transformation, launching mobile banking apps and online platforms that meet the demand for convenience and speed. “Our goal is to make banking simple, fast, and accessible to everyone.”
Looking to the future, Sirimevan is excited about the opportunities in green and ethical banking. “There’s a growing demand for products that align with environmental and social goals,” he notes. “At Pan Asia Bank, we are exploring green banking solutions that appeal to environmentally conscious customers.”
Expanding financial inclusion is another key priority for Sirimevan. By leveraging digital banking channels, Pan Asia is reaching underbanked and unbanked populations, offering simplified solutions that empower more people to access financial services.
Through his vision, Sirimevan is steering Pan Asia Bank towards a future of innovation, growth, and customer-centricity. His ability to blend data-driven marketing with cultural insights and cutting-edge technology is helping the bank stay ahead in an increasingly competitive landscape, ensuring that Pan Asia remains a trusted partner for its customers across Sri Lanka and beyond.