Dilshan Senaratne, Global Head of Talent Marketing and Employer Brand of Virtusa Corporation, shares his career arc and discusses how the confluence of marketing, branding and technology is shaping the world of business, and how Sri Lanka can leverage its talent pool and shift towards a knowledge-based economy to compete globally.
Can you tell us about your early career and what led you to marketing in the technology industry?
I started my career as a writer, exploring various creative fields such as media, advertising, publishing, public relations, and corporate communication. As social and digital media became dominant marketing channels, I expanded my focus beyond content writing to understand the broader strategic aspects of marketing. Initially centred on writing, my career journey soon led me into roles in marketing, business development, brand management, and sales in some of the biggest companies in Sri Lanka. I believe that the versatility of my early career experiences, working in almost every key marketing function across diverse industries, has been a significant factor in my success.
In 2016, I founded Cyaniq, a consulting practice. Over the next few years, my small but capable team and I had the opportunity to work with over 100 clients in Sri Lanka and the region. By the time I exited Cyaniq to return to the corporate world, we had served ten of the top 20 listed entities on the Colombo Stock Exchange, allowing us to work with and learn from some of the best in the industry.
About seven years ago, I realized that my skills were best suited to knowledge industries, with a particular affinity for the technology sector. I started my tech career at WSO2 and then moved to Virtusa six years ago, where the journey continues to unfold.
How has your diverse consulting experience shaped your marketing approach?
Consulting is more than just a role; it’s a mindset and a unique way of working. Consultants are integral to the value stream of a business, just like any other stakeholder. However, the consulting role offers a distinct perspective, allowing one to approach situations without the subjective biases often present among employees and management. This independence enables consultants to see challenges and opportunities as they truly are and to make recommendations without the constraints that internal stakeholders might face. I’ve always appreciated this “no hostages” aspect of consulting.
I’ve been fortunate to work across various industries and organizations where consulting is a standard practice. In fields like advertizing, public relations, corporate communication, and core marketing, approaching situations as an independent thinker and making recommendations based on expertise is the norm. This early training has been invaluable to me, shaping my approach and enhancing my effectiveness as a consultant.
When I founded Cyaniq, I had the opportunity not only to serve as a consultant but also to build a consulting practice from the ground up. This experience of structuring engagements according to my philosophy was incredibly rewarding.
My consulting experience has profoundly shaped my views on marketing and management. I operate on a philosophy grounded in five principles: One, there are no hard rules, only guidelines and suggestions; two, it’s essential to call things as they are to find the right solutions; three, the smallest details can make disproportionately large differences; four, measuring success must be done carefully and relevantly; and five, always prioritize the input of specialists over generalists when seeking feedback.
How do you integrate emerging technologies into your marketing strategies, and what role will technology play in marketing over the next five years?
I’ve been fortunate to work in an industry where the future is part of our everyday operations. One of the most understated benefits of the technology sector is having a front-row seat to witness the future as it unfolds. Many innovations we use to stay competitive are still ahead of their time for other industries. It’s easy to take for granted the unique approaches we adopt.
When considering emerging technologies that will transform marketing, a few stand out. Generative AI is poised to revolutionize how we capture attention and manage costs. Web3, with its potential to reshape the financial landscape through tokenization, offers exciting possibilities for how we own and consume goods and services. Additionally, 5G and IoT technologies will profoundly impact our daily devices, enhancing the speed and scale of information transmission. Lastly, as the next generation of AR and VR devices emerge, concepts like the metaverse will become more relevant and accessible, opening up new ways to interact with the digital world.
What is the role Marketing and Branding play in the technology industry? How do you see the importance of these functions for Sri Lankan technology companies?
Marketing and branding are crucial for Sri Lankan tech companies to succeed globally. While our engineers consistently earn international recognition, many companies struggle to target the right market segments, often relying on foreign marketing teams. This is surprising given Sri Lanka’s strong marketing talent.
The issue may be the lack of opportunities for top marketing professionals to work in the tech industry. Bridging this gap and providing global exposure can help build and scale effective marketing teams. This applies to all industries, as businesses must amplify and scale their knowledge-based components. With rising competition, innovation is key in sectors like apparel and manufacturing. By focusing on these areas, Sri Lanka can tap into global opportunities, attract foreign investment, and offer competitive, fulfilling careers.