Market Expansion & Penetration
Developed multi-market expansion strategy across Thailand, Mauritius and Australia, supported by competitive intelligence and market analysis across nine APAC markets, contributing to 15% market penetration growth.
00:00 / 00:00
Dubai, UAE · Sri Lanka
Strategy → Digital Transformation → AI-Enabled Execution
SoniyaMohanadas
I help organisations turn strategic priorities into growth, transformation and technology-enabled execution across business strategy, digital transformation and AI.
Strategy
Turning business priorities into strategic direction and measurable outcomes.
My professional foundation is strategy, with experience across growth, market expansion, competitive intelligence, portfolio strategy, go-to-market, strategic planning and business cases.
Selected Impact
Marketing Efficiency
ROI-driven growth strategy improved marketing efficiency at Primecare Holdings.
Client Growth & Retention
Market expansion, competitive analysis and account-based strategies supported 20% growth in client acquisition and improved client retention.
Fintech Portfolio Value
Supported strategic and commercial decisions across fintech product portfolios valued at LKR 38M and USD 5.2M, contributing to portfolio evaluation, prioritisation and growth planning.
Customer & Commercial Value
Managed customer relationships and commercial activity involving LKR 45M+ in customer payments, supporting account growth, retention and business decisions.
Operational Efficiency
Led vendor portfolio strategy and CRM automation initiatives at Daraz, Alibaba Group, improving operational efficiency and execution.
Core Areas
Growth StrategyMarket ExpansionCompetitive IntelligencePortfolio StrategyGTMStrategic PlanningBusiness Cases
Digital Transformation
Connecting strategy with technology, operating improvement and execution.
Transformation Strategy
Transformation roadmaps, strategic prioritisation and technology-enabled business improvement.
Digital Operations
Process improvement, automation, CRM and workflow redesign.
Data & Decision Intelligence
Executive dashboards, KPI architecture and business analytics.
Selected Work
Eternal Delta Corporate Website
Live · WordPressDesigned and developed the corporate website, translating the company’s business structure and positioning into a live digital presence.
View website ↗Professional Experience
Strategy & Digital Transformation Lead
May 2026 - PresentEternal Delta · Freelance · Hybrid
- Drive business, sales and growth strategy across Travel & Tours and IT/NOC Engineering Outsourcing, including an Australian outsourcing partnership.
- Lead digital transformation and technology initiatives, including AI, automation, analytics and the development of the company's corporate website.
- Oversee end-to-end entrepreneurial execution across business development, client management, operations and strategic partnerships.
Strategy Consultant
January 2025 - PresentTechFunnels Pty Ltd · Melbourne, Australia · Remote
- Provide strategic consulting across business growth, market opportunities and technology-enabled business improvement.
- Develop strategic analysis and recommendations to support business and commercial decision-making.
- UAE Health IT Business Strategy: Developed a business strategy for a Health IT opportunity in the UAE, assessing market opportunity, strategic positioning, competitive landscape, target customers, business model considerations, go-to-market direction, growth opportunities and technology-enabled value creation.
Business Strategy Manager
January 2024 - November 2024Connex Information Technologies · Colombo, Sri Lanka
- Led multi-market expansion strategy across Thailand, Mauritius and Australia, increasing market penetration by 15%.
- Directed competitive intelligence across 9 APAC markets.
- Defined executive decision-support frameworks supporting investment prioritisation and strategic planning.
- Contributed to enterprise IT transformation involving ITSM and ITAM for SriLankan Airlines.
Strategic Product Manager, Fintech
May 2023 - January 2024Connex Information Technologies · Colombo, Sri Lanka
- Owned go-to-market strategy for fintech solutions and led structured GTM execution.
- Built integrated dashboards combining product, marketing and commercial KPIs for executive decision-making.
- Aligned product, sales and marketing teams to improve execution efficiency.
- Supported strategic and commercial decisions across fintech product portfolios valued at LKR 38M and USD 5.2M, contributing to portfolio evaluation, prioritisation and growth planning.
Strategy Manager
December 2019 - April 2023Primecare Holdings · Colombo, Sri Lanka
- Advised leadership on portfolio expansion decisions valued at LKR 45M+.
- Designed ROI-driven growth strategies, improving marketing efficiency by 30%.
- Led market expansion planning and competitive analysis, contributing to 20% growth in client acquisition.
- Developed account-based growth strategies delivering 20% sustained revenue uplift and 15% improvement in retention.
Vendor Incubation Manager
November 2017 - June 2019Daraz, Alibaba Group · Colombo, Sri Lanka
- Managed vendor portfolio strategy, improving operational efficiency by 65%, leading a team of 7.
- Implemented Salesforce CRM and automation systems; designed vendor performance frameworks and scorecards.
- Awarded Best Employee 2018 for strategic impact and execution excellence.
AI & Automation
Applying AI to practical business and transformation problems.
AI Complaint Analyzer
AI-assisted concept designed to analyse customer complaints, identify recurring themes and convert unstructured feedback into actionable customer experience insights.
My role Business problem definition · AI use-case design · Workflow design · Product thinking
StartupLens AI
AI-assisted business evaluation concept using structured strategic, commercial and operational criteria to support faster and more consistent decision-making.
My role Business concept · Strategic framework · Evaluation criteria · AI-assisted analysis · Product thinking
SocialPilot AI
AI-enabled social intelligence dashboard designed to turn social media data into actionable insights, performance visibility and decision-support workflows.
My role Business problem definition · KPI framework · Dashboard strategy · AI-assisted analysis · Workflow design · Product thinking
AI-Assisted Interactive Portfolio
LiveYou’re experiencing it right now. This portfolio is the AI-Assisted Interactive Portfolio, built using AI-assisted coding, a 3D avatar and cinematic motion.
01AI-generated 3D avatar
02Cinematic motion
03AI-assisted coding with Claude
04Interactive portfolio
How I Think
Start with the business problem.
I identify where value can be created first, then determine whether strategy, technology, data, automation or AI provides the right solution.
Business Problem
Strategic Opportunity
Solution Design
Technology / AI / Automation
Execution
Measurement
Capabilities
Strategy
Growth StrategyMarket ExpansionCompetitive IntelligencePortfolio StrategyGTMStrategic PlanningBusiness Cases
Digital Transformation
Transformation StrategyProcess ImprovementAutomationTechnology AdoptionDigital OperationsTransformation Roadmaps
AI & Data
AI Use CasesGenerative AIAI Workflow DesignAI AutomationPower BIAdvanced ExcelBusiness AnalyticsKPI Architecture
Product & Innovation
Product StrategyFintechDigital ProductsInnovationGo-to-Market
Education
MBA
University of the West of England, Bristol · 2023
Graduate Diploma in Management
Pearson UK · 2018
Professional Development
Google Data Analytics Professional Certificate
Google · 2024
Digital Strategy Specialization
IBM & Darden School of Business · 2024
About
Strategy first. Technology-enabled. AI ready.
My professional foundation is strategy, with experience across growth, market expansion, competitive intelligence, product, operations and transformation.
I have increasingly expanded into digital transformation, automation and AI-enabled execution, applying technology to practical business problems and strategic opportunities.
I am focused on helping organisations make better strategic decisions, build stronger digital capabilities and translate emerging technology into business value.
Contact
Let’s talk strategy, transformation and growth.
