Asela Mendis
Business Analyst cum Growth specialist
Summary
Experienced Growth & Product specialist with a demonstrated history in IT services & tech
logistics. Skilled in Business Analysis, Product Management, and delivering complex digital
transformation programs across multiple geographies.
Professional Experience
Professional Experience Summary
Organisation
Duration
Role
Swyft
Jan 2019 - Present
(2yr +)
a.
Chief Operating Officer / Growth Director
Mitra Innovation Group
Aug 2014 – Dec 2018
(4yrs +)
a.
b.
c.
HRD - Consultant
Product Manager cum Project Manager
Business Analyst
Expo Freight (Pvt) Ltd
Nov 2012 – Aug 2014
(1yr 10m)
a.
b.
Sales Executive
Customer Service Assistance
1. Swyft - International Delivery Networks pvt Ltd - https://www.getswyft.com/
07 Turnour road, Colombo 08, Sri Lanka
Jan 2019 - Present
a. Cheif Operating Officer / Growth Director
Jan 2019 - Present
Pivotal role in defining the organization's growth strategy, objectives and execution of
growth plans. Heading the sales & marketing teams, whilst championing all aspects of
growth from awareness, acquisition, activation, engagement & virality.
Key responsibilities
● Establish and operationalise the sales & marketing team (team formulation,
process setup and governance)
● Develop an analytical framework to connect & analyse data across lead
generation channels (paid and organic), lead management, conversion and
retention
● Define and execute diverse strategies focussed on B2B & B2C customer
acquisition that meet business goals
● Advise and Co-create business plan, product vision/roadmap, and regional
expansion strategy
2. Mitra Innovation Group - https://mitrai.com/
472, Galle Road,, Rawatawatta, Moratuwa, Sri Lanka 10400
Aug 2014 – Dec 2018
a. Human Resource and Development Consultant
Sep 2018 – Dec 2018
Overseeing company training and development, ensure that organisational members
have the skills, values, and competencies to meet current and future job demands
Key responsibilities:
● Training and Development (T&D) changing or improving the knowledge,
skills, and attitudes of individuals through both generic and targeted
interventions across the organisation.
● Organisational development - the process of enhancing the effectiveness of
an organisation and the well-being of its members through planned
interventions.
● Performance management - Define/enhance performance management
framework & processors, ensuring employee effectiveness and assessment
is aligned with corporate objectives and values.
● Career Development & Management: ensuring employees careers are well
managed and aligned to corporate goals and personal aspirations
● Employee engagement interventions: Assessing the engagement levels of
employees periodically and integrating the findings to better develop
cross-functional talent management, career and leadership management
programmes
2
b. Product Manager cum Project Manager
Jan 2017 – Aug 2018
Defining and implementing product vision, business plans and Go-To market strategies.
Assessing product feasibility and market fit. A multitude of experience stemming across
multiple domains with onsite exposure (the Netherlands and Australia) and managing
multi-vendor projects adapting Agile-scrum methodology.
Additional focus on regional development i.e. business growth: lead generation, client
relationship management & assistance on new product development.
c. Business Analyst
Aug 2014 – Dec 2016
Key Responsibilities:
● Define, gather & capture customer requirements, conduct market research
and product solution prototyping.
● Provide BA/QA services to the 3rd largest Quick Service Restaurant (QSR)
organisation in Australia
● Overlook digital marketing activities for the organisation
● Conduct university mentoring & outreach programmes for 1st and 2nd-year
students
● Conduct onboarding & training programmes for new recruits
3. Expo Freight (Pvt) Ltd. - https://www.expofreight.com/
10, Milepost Avenue, Colombo 3, Sri Lanka
Nov 2012 – Aug 2014
a. Sales Executive
Jan 2014 – Aug 2014
Key Responsibilities
● Customer acquisition & lead generation
● Agent relationship management (develop existing ties, whilst sourcing for
potential agents)
● ISO and quality management compliance agent (ensuring quality standards
are met whilst analysing existing procedures and implementing process
improvements)
● Corporate performance analysis; compiling certain elements of the
company dashboard whilst analysing customer pareto and agent
performance
3
● Customer Service Assistant
Nov 2012 – Dec 2013
Key Responsibilities
● Customer relationship management for key clientele (the main point of
contact for shipment fulfilment and provided value additions and
customised service solutions)
● Analyse existing procedures and implement process improvements
● ISO and quality management compliance agent (ensuring quality standards
are met whilst analysing existing procedures and implementing process
improvements)
Professional Experience - Freelance/Part-Time
1. Mitra Innovation Group - https://mitrai.com/
472, Galle Road, Rawatawatta, Moratuwa, Sri Lanka 10400
Apr 2021 – Sep 2021
Business Development Consultant
Help grow and accelerate the LowCode technology practice “Lowcodify” within Mitra
Innovation, by nurturing enterprise-level leads to closure
2. Strategy College - http://www.strategy.lk/
110A Bauddhaloka Mawatha, Colombo 04, Sri Lanka
Jan 2016 – Dec 2016 (Part-Time)
Chartered Institute of Marketing (CIM) Lecturer – Customer Experience
Conducted stage 1 classes for CIM students (50+ students per session) and was able to
maintain a pass rate of over 80%.
3. Tailormade Caterers
Dec 2013 – Dec 2014 (Part-Time)
Co-Founder
Co-founded a catering business (“Tailormade Caterers” - a catering company dedicated to
offering the customer a personalized fit, whilst providing that "exquisite touch"
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Education
a. Chartered Institute of Marketing (CIM)
2011 – 2014 Professional Postgraduate Diploma in Marketing (CIM -Level 7)
b. University of London
2012 – 2013 Diploma in Economics
c. General Certificate of Education Advanced Level 2010 (St. Peters’ College)
Extracurricular activities
a. Member of the ExpoLanka -Toastmasters club and served as the vice president public
relations in the year 2014
b. Awarded the citation for the most outstanding Interactor during the year 2008/2009 and
served as a committee member in the Interact District 3220
c. Appointed as the Head Prefect at St. Peter’s College-Primary School.
d. Appointed as the President of the English Literature and Drama Society and Comrades of
Commerce Community at St. Peter’s College
e. Participated in the College Swimming Team from the years-.
f. Member of the College football team from U13 to U-19 level
g. Member of the College rugby team from U-13 to U-17 level
Volunteering
● Fundraiser – X-mas for a cause – Committee member
2016 Charity event organised with the aim of raising funds for the Preethipura children's
home
● Fundraiser – Interflash – Chairperson
2011 Musical event organised in the aid of funding the Polio eradication movement
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