Accustomed to the subtle art of effortless outstanding performance, Onalie Dissanayake, the Country Head (Sri Lanka and The Maldives) for the Chartered Institute of Marketing, attributes her success to a few very noticeable characteristics within herself. “I am a person with a passion for work who loves challenges. I pride myself on my attention to detail and my ability to maintain professional relationships with key stakeholders. I am also told that my communication and presentation skills are very strong, which allows me to excel in my PR and marketing work”.
Onalie has had a taste of many worlds, having dabbled in a variety of industries before discovering her true calling. Onalie began her work as a medical representative at Hemas Pharmaceuticals PLC, where she worked for the AstraZeneca range. She was the only female among 250 male employees. She went on to study advertising, as well as ATL and BTL approaches, after receiving sales and marketing training. She subsequently went into teaching, first as an assistant teacher, then as a class teacher, and lastly as a subject teacher in charge of teacher training. She eventually rose to the post of Deputy Principal. “I worked in local and international schools, which exposed me to training from across the world. From that point I felt that I had a bigger purpose which led me to where I am today.”, Onalie stated.
Her journey begins at The Chartered Institute of Marketing, UK and eventually climbing up the ladder towards her current position. “Since then, we have seen a growth in the number of students & members. We have provided opportunities for members across Sri Lanka, growing the marketing and management sphere and supporting our members with numerous training courses, as well as online and offline programmes.”, stated the protagonist, humbly.
According to Onalie, CIM excels in its role as the marketing industry’s solid backbone. “With over 20,000 members in more than 100 countries, CIM strives for business leaders and opinion formers to recognise the positive contribution professional marketing can bring to their organisations, the economy and wider society. We support, develop and represent marketers, organisations and the profession all over the world. Our ability to award Chartered Marketer status recognises a marketer’s commitment to staying current and abiding by a professional Code of Conduct. While our diverse range of training courses and world-renowned qualifications enable modern marketers to thrive in their roles and deliver long-term success for businesses”, she stated, delving deep into the subject.
CIM’s Sri Lankan office was the company’s first foray into overseas business, and it has maintained a strong official presence on the island for more than two decades. CIM takes great satisfaction in being the only internationally recognized chartered body in Sri Lanka to provide a professional framework for marketing, and it provides a variety of courses and certificates, continuing to establish industry standards by graduating students of unrivalled quality.
Onalie spoke of the challenges that CEOs were faced against during the early phases of the pandemic, having to carry the weight of an entire firm on their shoulders and make decisions that would benefit everyone. In the blink of an eye, all of their knowledge and experience were rendered useless in the face of an unexpectedly catastrophic turn of circumstances. On the other side, Onalie feels that good marketing leadership is essential for navigating such turbulent days and weeks. “Marketers are perfectly placed to brief the board on what customers now want, how markets have changed and what data they need to ensure their various business processes operate effectively. Our data analytics, real time reporting and understanding of the latest buyer behaviour fluctuations and digital channels are now indispensable. It is clear from CIM’s CMO50 research that many marketing leaders are already stepping up to address the challenge. They don’t want to travel the same well-worn path to find a solution, rather after seeing how successfully their teams pivoted through the pandemic to launch new products or services from spare rooms up and down the country, they are inspired by what is possible. They want teams to be brave and to use their new found understanding of the value of marketing, to address the big issues head on.”
The protagonist is one of many women who think that the business world does not provide the support and resources that women require to reach their full potential. In a society that is progressively breaking free from patriarchal dominance, she honours the women who have persevered through adversity to reach the top of the corporate ladder and are successful and proud of their accomplishments. She values networking and considers it to be a necessary component of advancing one’s career. CIM, having recognized the value of such a mentoring culture, provides flexible and hybrid mentoring platforms for fellow Sri Lankans, allowing them to progress their careers while maintaining a healthy personal life. “Our exclusive network of over 3,700 marketers is open to all levels, with mentors ranging from management positions through to CEOs and directors at the very top of their careers. Alongside the benefits mentees receive, mentors also find the platform rewarding – they give back to the sector by coaching future industry professionals, as well as developing personal leadership skills,” she stated.
Onalie is looking forward to the marketing industry’s dynamic and bright future, as well as the important role CIM will play in shaping individuals who will eventually establish industry norms. She feels the road ahead will be bumpy, but not impossible, especially given the new normal. “It’s clear that there has never been a more exciting and important time to be a marketer. Sri Lankan consumers are more informed than ever, and businesses are sourcing information and insights that is leading to further entrepreneurial thinking and commercial growth, she stated confidently. Whether you are a Chartered marketer looking to advise your business on strategic decisions, a board of an organisation looking to upskill its marketing team or someone starting out on your marketing journey, please remember that our Sri Lankan office and network of Accredited Study Centres are there for you and can provide you with the knowledge and support for you to make your mark and positively adapt to the changes currently sweeping the business world,” stated the protagonist, confidently and excitedly.
With the following as a final remark, the heroine, successful, proud, and confident in her rise to the top, encourages the youngsters, big dreamers, and enthusiasts to press on with their aspirations. “Believe in your strengths, understand your weaknesses and be passionate in everything you do.”