Iromal Perera

The inspiration progressed when I joined the Hilton Colombo in the year 2015, with the management team that wished to challenge the status quo of a normal traditional marketing operation, which was extensively powered by great leadership by Mr. Manesh Fernando General Manager - Hilton Colombo at that time, who pushed me to take on a revenue role amidst my digital marketing job responsibilities. This led me to enhance my scope of marketing campaigns in line with factual revenue numbers.

Currently, I handle the Digital spectrum as the Cluster E-Commerce Manager for all properties of Hilton in Sri Lanka: In terms of which areas of work I am currently handling constitute overall marketing planning, budgeting, and activation via Social media, SEO, SEM, website development.

I adore challenging opportunities during adverse periods. Recently creating an F&B specific website to drive revenue streams systematically, whilst operationalizing current process to drive higher-yielding rates whilst creating process efficiency at all touchpoints and by leading the market of the digital revolution.

A good design for me requires consistent development, creating greater opportunities whilst addressing a gap in the market. For example: implementing a robust micro-website that drew in a larger population of consumers whilst reducing the overall steps of a purchase resulting in consumers around the world placing an order within a few steps created greater consumer engagement which finally equated to driving higher profit margins due to the development of a good design based on consumer insight.

The www.shop.hiltoncolombo1.com style was created in line with Hilton brand standards, in line with font, Pantone colors, and unique crisp images, and focused on three overarching areas: 1. Food and beverage takeaway/delivery (Starters, mains, desserts, etc) 2. Gift vouchers (Cash, restaurant-specific) 3. Events (Buffet tickets, special events such as Oktoberfest, seasonal dinners) Instead of a shopping cart used in the majority of online delivery solutions used around the world, a distinct hybrid was created which consisted of both a booking engine and a shopping cart that was purely crafted to be in line with the design component.

The design process evolved by documenting the current process which was in operation at that time and consisted of 14 steps. After clearly understanding all variables and their impact on operations, qualitative research was carried out with a few industry experts being interviewed to get additional feedback, observational standpoints were set to understand the process of operation that highlighted the greater output that could be driven by the implementation of a solution. Based on the research carried out a new process powered by a unique design was created to drive greater engagement amongst external stakeholders

Inspiration for me is derived from challenging times and instances. I love to search for opportunities amidst chaos. During the pandemic we had to adapt to the prevailing setting and create opportunities by innovating and driving a brand new value proposition. The launch of “Hilton is now just a click away” was one such campaign that was driven towards driving guest that couldn’t dine at the property to have a wholesome meal delivered right to ones doorstep with just a few clicks of the shop.hiltoncolombo1.com

The digital landscape constantly changes and something I find most interesting is the “Internet of senses”, which capsulate different touchpoints moreover than just merely based on sound and a visual, where you would be able to smell, taste, and feel items. This for me would be a breakthrough innovation and would change the pattern of businesses completely.

Bagging two prestigious awards for the first F&B specific customized website under the Experimental / Innovative and Food & Beverage categories have left both the organization as well as the digital marketing team of Hilton in complete awe. Being recognized amongst 102+ countries with over 55,000 entries and to be recognized on a global platform means everything to the team. This sets a brand new stage on a personal level for all parties involved in achieving career aspirations and as a company to highlight that the digital spectrum is ever so brighter for the Hilton hotels worldwide.

In summary, the project focused on moving away from a traditional, taking an order or reservation over a phone to utilizing a website with an integrated payment gateway to revolutionize the spectrum of the food & beverage industry. The F&B-specific website project was selected for submission mainly due to the record-breaking revenue and profitability numbers created in a short period.

More than a challenge I believe it was an area of learning that I had to adapt towards. Creating a website to accomplish a certain objective is comparatively simpler, than creating a progressive mindset for those that were confined to a certain process that they are accustomed to, for a very long period. The creative design and functionality of creation depend significantly on the use of the product and how operational the project is in line with a specific requirement

It sets the tone for success. Showcases the talent a young energetic team, even from a small part of the world could achieve. In terms of career, Hilton has provided me with multiple opportunities to work around the globe throughout my last 7 years with Hilton, and I believe this award would push me and my team to greater opportunities shortly in the digital and marketing world as a whole.

1. Constant change 2. Learning through testing 3. Phenomenal shift towards digital revolution in all industry

Sri Lanka is blessed to have a mobile penetration of over 149.9% per random sample of 100 individuals as per research. Therefore unlike the majority of the neighboring southeast-Asian countries, Sri Lanka has a higher propensity to strive to constantly be more technologically savvy. This has resulted in creativity and a greater literate population. The majority of digital professionals in Sri Lanka are constantly been recruited by high-end clients from around the world as a result.

I perceive with the vast growth in current times, the digital world would potentially be in the limelight in comparison to traditional mediums of marketing. Furthermore, innovation and technology growth would revolutionize the world we currently know exists.

The simplest and best advice I could give anyone would be to find a goal to achieve and more importantly DO SOMETHING to achieve it! Do not procrastinate and let fear of failure take the best of you or put it off for tomorrow. Embrace personalities to your circle that are as hungry as you are, as they too would give you an additional push forward.

Be Humble! If you can learn from the most junior team member, have the courage and strength to push away cultural barriers that make you feel inferior to step down. In the words always acclaimed by my father:- “Wise men learn from others’ mistakes, normal men learn from one’s own mistakes & Fools never learn” I believe that there is no end to learning and that a good place to start would be by actually practically getting involved in a project that gathers your interest. Putting up a webpage to sell old t-shirts for example. If you are passionate about your project you would set targets to achieve in terms of T-shirt sales and then set a plan for achieving those numbers. During adverse periods of business, you would further cultivate carrying out research trialing new ways of handling a situation and thereby becoming a complete digital revolutionary. Follow free certification programs on Google Digital Garage, or read through blogs and YouTube videos that show step-by-step processes of achieving things. It’s the Hunger one needs to possess everything else comes naturally with time.

“Ask forgiveness, not permission. But make sure you bring your results with you” – Live by this logic The goals I set are purely not based on achieving numbers but on reaching a certain emotional state of mind.

I have been blessed to have multiple mentors during my career from all parts of the world. From the academic field to my professional career. Regional specialists – Matthew Hulen, Gail Ngiam, Eugene Oelofse, Nitin Mohan, and Zack Wragg have been inspirational leaders and powerhouses in the marketing field for years that kept me on my toes, always challenging me on various projects and driving me to push myself for the following award as well. Manesh Fernando – Area General Manager Hilton – Sri Lanka, has always had a huge presence in my career development from the moment I walked in through the Hilton gates. He was and to date is one of those most inspirational leaders who genuinely holds to his principles & values. William Costley - Senior Vice President of Operations at Hilton - Arabian Peninsula & Turkey gave me an immense opportunity to be a part of a wide range of meetings with a wide array of entrepreneurs and key decision-makers from all industries during my tenure in the United Arab Emirates. He to inspired me to think bigger. An amazing team both current and past has been the biggest supporters and my daily inspiration. Past Jessica Silva, Genebern Hendrick, Harith Dharmapala. Present Krishnajina Kuruppu, Dishon Devarajah, Nemindu Vithanage, Anjali Dissanayake, and the impressive coding unit of 230i Ranga and Sanjay (230i – Website Development Firm) were the drivers and creators of the entire project. The operational teams of Hilton Colombo to were an amazing inspiration, constantly pushing me to create a variety of options driving the food and beverage world further. The toughest critics – Shervin Thomas, Nadini Sahabandu, Joan Villan, Nueva, and Dayan Nawagamuwa too were inspirational in many ways throughout my journey.

Success to me has changed over the years. Currently, my path is in line with doing what I love and enjoying every moment, with an AMAZING team.

I would like to thank all my colleagues, friends, family, and most importantly God for giving me the grace to achieve the following awards.