SHE CAN Kaushali Kusumapala

• My purposedriven efforts now encompass securing children’s education, empowering underprivileged communities, especially mothers, with entrepreneurship, and driving personal development initiatives for the youth.

She is the accomplished Marketing Director at Atlas Axillia in Sri Lanka, and she possesses a diverse and impressive background. A proud alumna of Bishops College, Colombo, she cultivated her early academic foundation in a nurturing environment. She further honed her skills and broadened her horizons by pursuing her higher education at the University of Melbourne in Australia, where she acquired a global perspective and invaluable insights into the marketing field. Her unwavering dedication and exceptional achievements have not gone unnoticed, as she was recently bestowed with the prestigious Top50 Professional and Career Women's Global Award 2023 for Leadership in Brand Management and Marketing. This esteemed accolade recognizes her outstanding leadership, expertise, and significant contributions to the marketing industry on an international scale. Her relentless pursuit of excellence, innovative thinking, and ability to drive impactful campaigns have firmly positioned her as a trailblazer in her field. With an innate passion for her work, she consistently strives to create meaningful change and make a lasting impact through her marketing endeavours. She possesses a keen understanding of the power of branding and its potential to drive social transformation. Her visionary approach to marketing has not only propelled the success of Atlas Axillia but has also facilitated the company's mission of championing causes that resonate deeply with the Sri Lankan people.

She is known for her exceptional leadership skills, fostering a collaborative and empowering environment within her team. She leads by example, inspiring and motivating her colleagues to unlock their full potential and embrace innovation. She embodies the qualities of a true marketing maven, combining her academic prowess, international experience, and innate passion to make a significant impact. Her remarkable journey and continuous pursuit of excellence serve as an inspiration to aspiring marketers and professionals alike, as she remains dedicated to shaping a better future for the marketing industry and the Sri Lankan community as a whole; Kaushali Kusumapala.

Share with us a summary of your professional journey?

My captivating journey in the advertising realm began at Leo Burnett, fuelling my passion for creative excellence. Witnessing the genius behind Leo Burnett's brilliance on a compelling television program during my college days at University of Melbourne, heightened my excitement when the opportunity to join the agency emerged. My marketing odyssey commenced at Hemas FMCG, where I assumed the helm of Baby Cheramy, a revered flagship brand. This pivotal chapter instilled in me a profound realization of brands' potential for impactful social change. Spearheading Baby Cheramy's Big Heart Project, which provided scholarships to underprivileged children on the brand's 50th anniversary, left an indelible mark and deep gratitude. Now, reuniting with the Hemas Family under the prestigious Atlas Axillia banner, I'm honoured to lead influential brands like Atlas, Homerun, and Innovate, championing causes that resonate with the needs of Sri Lankan communities. My purpose-driven efforts now encompass securing children's education, empowering underprivileged communities, especially mothers, with entrepreneurship, and driving personal development initiatives for the youth. Recognizing my responsibility as a marketer, I wholeheartedly embrace the opportunity to shape a better Sri Lanka through the transformative power of marketing, fostering a brighter future for our beloved nation.

Share with us a summary of your personal journey?

My journey commenced at Bishop's College, where I may have been a mediocre student, but my true joy came from being part of the swim team. Transitioning to Asian International School for my A'Levels, I actively engaged in societies like the Interfaith Society and Colombo Model United Nations, igniting my passion for community service. However, my story is also about being raised by a single father, who took immense pride in shaping my path. He celebrates every achievement, big or small, much to my occasional embarrassment.

This unwavering support has been the driving force behind my soaring to great heights. Life has offered me breathtaking destinations, but it is the journey itself that truly matters.

What inspired you to explore a career in Marketing?

The intricacies of the human mind have forever captivated me. Understanding how intentions, beliefs, and values converge to shape actions is a perpetual source of curiosity. Moreover, being a creative soul, my inability to draw notwithstanding, I possess a strong conceptual prowess and can vividly envision ideas. This unique amalgamation of innate curiosity and creative aptitude aligns harmoniously with my evolution as a marketer. I find profound passion in creation, and it serves as an integral part of my purpose, beautifully manifested through my career in marketing.

You completed your tertiary education in Australia, what inspired you to move back to Sri Lanka?

My father. Seeking proximity to home drove my choices. I believe Sri Lanka brims with untapped opportunities. Success here demands an entrepreneurial spirit and emotional fortitude. Abundant in resources and heritage, we stand at a pivotal moment to unlock value and shape a deserving future for our nation. I live by the motto, ‘if it's to be, it's up to me.’  This mindset guides us all as we embrace our lives and responsibilities to our beloved country.

What next for Atlas Axillia? A global footprint perhaps?

Indeed, our global expansion has already begun. While we've earned immense love as a cherished brand in Sri Lanka, our aspiration is to be adored beyond borders. By achieving this, we can enhance our ability to serve our beloved Island nation even more effectively.

Share with us details of awards you have won?

Being honoured with the Leadership Award in Brand Management and Marketing at the 2023 Top50 Professional and Career Women’s Global Awards, left me humbled. My story centres around wholeheartedly driving every brand I'm associated with, propelling me to my current position as the Director of Marketing at Atlas Axillia. Fundamentally, infusing passion and genuine care into everything I do, especially in building brands, led me to this recognition. I can't envision any other approach to building and nurturing brands, as heartfelt dedication is at the core of my philosophy.

How did you move forward when everyone kept telling you that your suggestions or ideas won't work?

My inherent entrepreneurship propels me to creatively explore ideas, even when others doubt their viability. Surrounding myself with a challenging ecosystem is crucial. Positive outcomes emerge from embracing challenges. Furthermore, my unwavering passion inspires others, enabling an environment conducive to experimentation. However, I also prioritize transparency and accountability when failures occur. Building trust involves not only creating platforms for successful ideas but also openly acknowledging when they fall short.

How do you differentiate yourself from others?

Purpose. Passion. Spirituality. I envision my future vividly, engaging all my senses. It's about the emotions, the scenery, and more. Rather than fixating on specific milestones, I dedicate myself to an ever-evolving idea. Embracing the journey becomes paramount. Living my purpose passionately each day means being guided by my spiritual values.

Do you ever think – “Am I crazy?"

Certainly! I don't question my sanity; I embrace my delightful touch of eccentricity. When living passionately and being a creative soul, a touch of madness is expected. I jest about having conversations with the many voices in my head before sharing my ideas. I cherish my unique brand of craziness. Ultimately, it's about channelling your own eccentricities towards a greater good and harnessing the power of your quirks.

Who do you look up to for inspiration or mentorship?

My boss, Asitha Samaraweera, the Managing Director of Atlas Axillia, serves as my mentor, guiding me in leadership and leveraging my creativity for meaningful impact. I draw inspiration from Ruth Bader Ginsburg, displaying a quote by her in my office. Her passion and unwavering dedication to upholding cherished values exemplify the spirit I aspire to embody.

What is your biggest fear and how do you manage it?

My driving force is to make a meaningful impact in all aspects of my life. As a leader, in my work, and even in my relationships with friends and family. Though setbacks may arise, I overcome doubts and anxieties by emphasizing self-kindness. By nurturing kindness towards myself, I cultivate compassionate and thoughtful solutions for all those around me.

What has been the highlight of your career so far?

The Gold win for ‘Brand of the Year’ at Atlas holds immense significance. Prior to this achievement, Atlas had encountered numerous hurdles. Taking the helm of the brand amidst the height of the COVID-19 pandemic in 2020 marked my first major leadership role. Uncertainty lingered regarding my ability to steer the brand and my team towards success. However, standing on that stage, representing this profoundly impactful heritage brand and its dedicated marketing team, became a cherished moment etched in my memory for a lifetime. It symbolized triumph over adversity and reinforced my belief in the transformative power of collective passion and resilience.

Have you been harassed or discriminated against?

Discrimination takes various shapes. I've encountered doubters before even starting and adversaries seeking to undermine my success. However, my guiding principle is to, do what's right.’ By doing so, baseless biases hold no power, leaving others empty-handed, while I soar forward, unimpeded by their limitations.

Where do you see yourself ten years from now?

In essence, my path is straightforward: living authentically, finding serenity and joy, nurturing my creativity, and making a positive difference in society. That's the essence of the journey I mentioned earlier.