Darshana Jayasinghe stands as a distinguished figure in the marketing world, known for his relentless dedication and multifaceted expertise. As a Fellow of the Chartered Institute of Marketing UK and an Assistant Vice President of Marketing at National Development Bank PLC, Darshana has been instrumental in shaping marketing strategies that resonate with both consumers and businesses.
His leadership extends beyond the corporate sphere, serving as President of the Marketing Alumni Association at the University of Sri Jayewardenepura, and influencing the next generation of marketers through his role as a lecturer and mentor.
Currently a doctoral candidate at the University of Kelaniya (UoK), Darshana continues to push boundaries in marketing innovation, combining strategic insight with a passion for data-driven growth. His numerous accolades, including industry awards, affirm his position as an influencer marketing catalyst and a brand and sales strategist committed to excellence.
Q. Can you share a memorable moment or experience from your childhood that you believe has influenced your journey to success?
One pivotal moment that influenced my journey was being accepted into a national university, something I never anticipated because I wasn’t particularly academically inclined during my school years. I was more of an extrovert, actively engaging in social activities rather than pursuing academic excellence. However, university life became a transformative period for me. I seized every opportunity to grow, volunteering for presentations and participating in numerous university activities. Despite my initial lack of expertise, my willingness to take action and learn from each experience played a crucial role in shaping my path.
One of my proudest moments was collaborating with friends to build a facility for visually impaired individuals at the university, a project that remains a significant achievement. Additionally, I continue to give back to my alma mater through various initiatives, such as sponsoring students and launching a corporate mentoring programme to provide undergraduates with real-world corporate experiences. These experiences taught me the value of perseverance and the importance of making the most of opportunities. Graduating with a first-class degree was a testament to this shift in mindset, setting the stage for my future career. If I hadn’t been selected for the national university, my career trajectory might have been vastly different, perhaps involving my father’s business or even venturing into starting my own.
Q. What inspired you to pursue your current career path, and how has that journey unfolded for you?
My career path was deeply influenced by my father’s entrepreneurial spirit and the values he instilled in me. He faced numerous challenges without the benefit of a formal education, and witnessing his resilience shaped my approach to business and marketing. Growing up and observing him navigate these obstacles inspired me to adopt an entrepreneurial mindset in my own career.
In the university, I opted to specialise in marketing instead of more traditional fields like finance or accounting, influenced by a neighbour’s advice. This decision was pivotal, as it aligned with my extroverted nature and desire to experience and create. While still in university, I pursued and completed my Chartered Institute of Marketing (CIM) certification even before graduating, which further solidified my commitment to marketing. Over the past decade, maintaining my status as a Chartered Marketer has required continuous development and learning, a challenge I embrace. My career has been entirely driven by marketing, influenced by the values I inherited from my father and the sheer passion to excel as a marketer. This path has allowed me to thrive in a field I am enthusiastic about.
Q. Can you share a pivotal moment or challenge you faced in your career, and how did you overcome it?
One of the most pivotal moments in my career was transitioning to the Fast-Moving Consumer Goods (FMCG) industry after stints in the computer and telecom sectors. Joining a multinational FMCG company as an Assistant Brand Manager and eventually rising to the position of Category Head within five years was both challenging and rewarding. This period was marked by intense learning, particularly in data-driven insights, real brand marketing, crisis management, and handling multiple brands simultaneously.
Working in a multinational environment presented unique challenges, from proving brand presence to managing diverse teams. There were moments of significant disappointment, but these experiences ultimately became turning points. Reflecting on those times, I realise that the challenges I faced and overcame in the FMCG industry were instrumental in my professional development. They equipped me with the skills and resilience needed to navigate the complexities of brand management and marketing, and I am grateful for the invaluable lessons learned during that period. These experiences have allowed me to bring a wealth of knowledge and strategic insight into my current role, continually driving my passion for marketing forward.
Q. How do you maintain motivation and drive in your work, especially when faced with obstacles or setbacks?
My passion for marketing is a significant driving force behind my motivation. I thrive on the dynamic nature of this field, which constantly challenges the status quo and demands innovation. Facing tough times is essential for growth, and I genuinely enjoy tackling these challenges head-on. To keep myself motivated, I have a daily practice of reflecting on my actions during my drive home. This exercise serves as a form of mental meditation, allowing me to identify the positives from setbacks and continuously improve. By focusing on the lessons learned rather than dwelling on the negatives, I stay motivated and driven.
Moreover, I find great joy in working with young professionals. Sharing my knowledge and expertise with them while learning from their fresh perspectives is incredibly rewarding. This reciprocal learning process keeps me engaged and continues to fuel my commitment to giving back and remaining open to new ideas.
Q. What do you think about achieving this Leadership Excellence Platinum Award?
Receiving the Leadership Excellence Platinum Award is an incredibly fulfilling and gratifying moment for me. This award symbolises not just my professional achievements but also my contributions to the marketing industry and the growth of young marketers. It’s a recognition of 17 years of dedication, hard work, and continuous learning. I vividly remember the day I earned my Chartered Marketer status ten years ago, and now this award feels like the culmination of all those years of effort.
Winning a people’s award and receiving recognition on this level is another significant milestone in my career. What makes this recognition even more special is the journey I’ve taken. From starting in sales and modern trade to exploring brand marketing, digital marketing, media, and research, every role has shaped my understanding of consumer behaviour and market dynamics. Mentoring and nurturing more than thirty young marketers, building new marketing teams, and guiding them to success has been a privilege. This award acknowledges all those moments of growth, learning, and giving back, making it a deeply personal and emotional achievement in my career.
Q. What advice would you give to other young professionals aspiring to achieve similar success in their respective fields?
First and foremost, work with passion. If you are passionate about marketing, you will find the drive to succeed even in challenging times. Passion fuels your motivation and keeps you focused on your goals.
Next, maintain a positive attitude. In marketing, as in any field, attitude is crucial. We face continuous challenges, and seeing things positively can turn obstacles into opportunities. Reflecting on your daily actions helps maintain this positive outlook and drives improvement.
Continuous learning is also vital. Marketing has evolved from just the art of selling to a more nuanced, data-driven, and analytical discipline. Understanding data science and utilising advanced tools and techniques is essential in today’s marketing landscape. Relying solely on AI without a solid understanding of the underlying data will only provide surface-level insights. Embrace new technologies and stay updated with the latest trends to remain competitive.
Lastly, celebrate your successes. Recognise and appreciate every achievement, no matter how small. Celebration can take many forms, from acknowledging your own progress to appreciating the contributions of your colleagues. This practice fosters a positive and motivating work environment, encouraging everyone to strive for excellence.
