Established five years ago, ADA has swiftly expanded across 12 markets, including Sri Lanka. A trailblazer in data and analytics, ADA provides extensive support to clients in the digital realm. Specializing in Data & AI, Digital Commerce, Marketing and Customer Engagement Solutions, ADA transforms decision-making, turning data into strategic assets and bringing clarity to customer challenges. In this interview, Sanjini Munaweera, Regional Head of South Asia, shares insights into ADA’s culture of innovation, collaboration, inclusivity and the key drivers of the organization’s success.
How has ADA achieved its rapid expansion, and what key services and strategies drive its success in data and AI?
ADA’s success story is underscored by our innovative services that span the entire digital landscape. From advanced data analytics and engineering to personalized customer engagement, our expertise shines through in turnkey solutions and cutting-edge technologies.
Our holistic approach covers marketing automation, performance marketing, and a comprehensive suite of digital commerce services, ensuring a cohesive strategy that aligns with the diverse needs of our clients. This two-pronged strategy—embracing advanced technologies and delivering tailored solutions across various digital domains—positions ADA as a leader driving success in the tech industry. In other words, digitally abled solutions in the human world.
How does ADA utilize AI to optimize processes across various platforms, ultimately driving results and improving customer experiences?
We have been speaking AI since our very inception. It’s been about infusing AI at every step to ensure a seamless and efficient process. This holistic integration of AI not only optimizes operations but also elevates customer experiences across the diverse platforms ADA serves.
Our approach is centred on providing actionable insights, leveraging AI to deepen our understanding of consumer behaviour across various platforms. This enables the development of creative campaigns tailored to specific audiences with remarkable efficiency.
How does ADA prioritize diversity and inclusion across its global offices?
We recognize that diversity and inclusion are strengths and essential to our success. We view them as vital elements that contribute to our resilience and innovation. Across our leadership team and offices, we prioritize gender diversity with a balanced representation of women in key positions.
In Sri Lanka, our leadership structure reflects a 50-50 gender ratio, and we actively encourage more women to participate in our ecosystem. Regardless of gender or other factors, we ensure equal opportunities for all team members, whether male or female. Your role at ADA is valued and respected.
In a market where the tech industry tends to be more male-dominated, we maintain an open and inclusive culture. Safety and inclusivity, particularly for women, are non-negotiable aspects of our work environment. We enforce a zero-tolerance policy against any form of discrimination or harassment.
Regarding workplace policies, we prioritize equality in pay and offer flexible arrangements tailored to the needs of our team members. Extended maternity benefits, mind-body-soul leave, and flexible working hours are examples of our commitment to supporting work-life balance and overall well-being.
Additionally, we strongly emphasize mentorship and coaching, providing opportunities for professional growth and development across all levels of the organization. Through empowerment initiatives and women empowerment sessions, we aim to create a culture where everyone feels valued and empowered to reach their full potential.
At ADA, collaboration is not just encouraged; it’s ingrained in our culture. Whether you’re an intern or the CEO, your voice matters, and we actively foster an environment where ideas are welcomed by everyone. We drive innovation and creativity by embracing diverse perspectives and fostering a culture of openness.
Our commitment to flexibility and innovation extends beyond workplace culture. We actively seek clients who share our vision for digital transformation and are willing to embrace change. We ensure a productive and mutually beneficial partnership by aligning with clients who are serious about their digital journey.
How does ADA promote gender equality and empower women across various leadership and technical roles within the organization?
At ADA, we believe roles should be open to anyone, regardless of gender. We do not adhere to stereotypes dictating which roles suit men or women. For example, our data and analytics team in Colombo is led by a woman, and in Malaysia, a woman oversees all our data operations. Similarly, our data engineering team in India boasts a significant female presence.
Across various leadership and technical positions, women play pivotal roles. Our e-commerce head, leaders in creative and media spaces, and our HR department are all led by women. At ADA, there is no role that a woman cannot excel in. We recognize and value the multitasking abilities and attention to detail many women bring to their roles.
Women possess innate nurturing qualities that make them natural fits for coaching, mentorship, and leadership positions. However, many women need to pay more attention to their capabilities and potential. At ADA, we encourage women to recognize and embrace their strengths, empowering them to excel in their roles and beyond.
We foster a continuous learning and growth culture, embodying our CEO’s philosophy of maintaining a growth mindset. We prioritize hiring individuals who align with our culture of agility and openness to change. ADA values collaboration, adaptability, and diversity, providing opportunities for individuals to thrive regardless of background or experience.