For Tharindu Karunarathne, a brand is more than a visual identity; it is a future-ready asset that must bridge the gap between traditional heritage and digital-first reality. With over 15 years of experience across branding, digital marketing, and growth strategy, TK is a specialist in large-scale transformation. Currently, he spearheads the marketing strategy for Dialog Axiata’s Digital Adoption unit, where he steers traditional customers toward digital platforms through high-velocity data conversion and performance marketing. He is best known for leading the multi-year transformation of Phoenix Industries, repositioning it from a legacy manufacturer into a contemporary, design-led lifestyle brand.
Tharindu’s career is defined by his ability to lead complex, full-funnel strategies that deliver measurable brand impact through digital transformation. In his current role as Senior Manager – Brands at Dialog Axiata PLC, he spearheads the marketing strategy for the Digital Adoption unit, where he is responsible for transitioning traditional customers into digital platforms. By managing integrated ATL, BTL, and Digital campaigns, he drives audiences toward the MyDialog App, web, and chatbots, ensuring a seamless digital-first experience that enhances engagement and conversion.
Previously, as Senior Manager – Marketing & Communications at Phoenix Industries (2021–2026), he led the end-to-end brand strategy and product evolution that elevated the company to become the 38th most valuable brand in Sri Lanka. His foundation in the industry was built through leadership roles at Homelux, where he established the brand’s digital marketing landscapes and trade marketing promotions to capture and sustain significant market share.
Tharindu has a proven track record of winning in highly competitive categories. Under his leadership, Phoenix achieved SLIM Brand Excellence awards for Most Agile Brand, Most Innovative Brand, and Local Brand of the Year in 2023. He successfully took a brand that was not in the top 100 and made it the Most Valuable Brand in the Homeware Category. His influence extends to the industry at large, serving as a Steer Co Member for the Digital Marketing Association of Sri Lanka (DMASL) and an Executive Committee Member for the country's national marketing body.
Tharindu holds an MBA from the University of Wolverhampton (UK) and a Postgraduate Diploma in Marketing from CIM (UK). He is a highly certified digital practitioner, holding the Meta Certified Creative Strategy Professional and Media Planning Professional credentials. His technical stack is comprehensive, with 2025–2026 certifications across Google Ads (Video, Display, Search, and Apps) and Google Analytics. This combination of strategic brand management and technical media certification allows him to lead with both creativity and data-driven intent.
"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.
Publications
Tharindu is driven by the belief that teaching is an opportunity to pass on "lived knowledge." He focuses on helping students move beyond textbooks to understand the "why" behind every strategy. For TK, success is watching a learner stop memorizing terms and start thinking like a marketer—challenging assumptions and asking better questions. He is committed to uplifting local talent by providing the practical frameworks necessary to compete on a global stage, ensuring that the next generation of marketers leads with clarity, confidence, and credibility.