For Tharindu Karunarathne, brand building is not just about visibility, it is about relevance, trust, and long-term value. With over 15 years of experience across branding, digital marketing, sales, and growth strategy, he has built a reputation for leading transformation at scale while keeping people and purpose at the centre of marketing decisions. Currently serving as Senior Manager – Brands at Dialog Axiata PLC, Tharindu focuses on shaping strong, future-ready brands that align business ambition with consumer insight. He is best known for leading the multi-year transformation of Phoenix Industries, repositioning it from a traditional plastic manufacturer into a contemporary, design-led lifestyle brand, a shift that redefined the brand’s market relevance and perception.
Tharindu’s career reflects depth across corporate, manufacturing, and consumer-driven environments, where brand strategy and execution meet measurable impact. In his current role at Dialog Axiata PLC (from 2026), he aligns corporate vision with brand strategy, translating long-term objectives into actionable go-to-market plans. His work spans end-to-end brand planning, campaign execution, innovation in communication and media, stakeholder and agency management, and continuous optimisation through performance tracking and market insight. Prior to this, Tharindu served as Senior Manager – Marketing & Communications at Phoenix Industries Ltd (2021–2026). Here, he played a pivotal role in one of Sri Lanka’s most notable brand transformations — repositioning Phoenix into a design-led lifestyle brand. He led brand strategy, annual product collections, integrated campaigns, and experiential retail initiatives, contributing to Phoenix becoming the 38th most valuable brand in Sri Lanka, after previously not featuring in the top 100. Earlier, as Assistant Manager – Marketing & E-Commerce at Homelux Pvt Ltd (2018–2021), Tharindu led digital marketing, e-commerce growth, social media strategy, and trade marketing initiatives. His work drove online sales, strengthened dealer engagement, and earned recognition for customer service excellence.
His work has consistently earned top-tier industry recognition. Under his leadership, Phoenix was ranked as the 38th most valuable brand in Sri Lanka (having previously been outside the top 100) and was named the most valuable brand in the country’s homeware category. His campaigns for Phoenix swept the 2023 SLIM Brand Excellence Awards, winning Most Agile Brand of the Year, Most Innovative Brand of the Year, and Local Brand of the Year. Professionally, he has been invited to the SLIM Executive Committee and was named Employee of the Year during his tenure at Phoenix.
Tharindu is a Meta Certified Creative Strategy and Media Planning Professional (2023-2024). His technical proficiency is further validated by a suite of Google certifications in Search, Display, Video, and Apps (2025-2026), as well as the Google Analytics Individual Qualification. He is a Member of the Chartered Institute of Marketing (MCIM), the Sri Lanka Institute of Marketing (MSLIM), and the Digital Marketing Association of Sri Lanka.
He holds an MBA from the University of Wolverhampton (UK) and a Post Graduate Diploma in Marketing from CIM (UK). He also earned a Professional Diploma in Digital Marketing from APIDM in 2019. An active contributor to marketing discourse, his research on "The Impact of Brand Equity on Customer Purchase Intention" was featured in LMD, highlighting his commitment to academic rigour in marketing.
"What I enjoy most about teaching is the opportunity to pass on real, lived knowledge to the next generation of marketers."
Marketing is a field that evolves every day, but fundamentals like thinking clearly, understanding people, and making decisions with intent remain constant. Teaching allows me to bridge theory with real-world practice, helping learners see how concepts actually work beyond slides and textbooks. There is a unique satisfaction in watching someone connect the dots, gain confidence, and begin to think like a marketer rather than just learn marketing terms.
Tharindu is motivated by the belief that Sri Lanka possesses immense marketing talent that deserves global recognition. As a trainer, he doesn't just deliver content; he shapes thinking. His goal is to equip learners with the "why" behind every strategy, ensuring they leave with the clarity and confidence to influence culture and business outcomes. By fostering a sense of pride and responsibility in his students, Tharindu aims to elevate the standard of the local marketing community, one strategically strong professional at a time.