SUDEHI GEEGANAGE: A DYNAMIC LEADER IN SALES AND MARKETING

Her excellent leadership skills enable her to motivate and guide teams toward achieving their goals. A highly adaptable professional, she seamlessly transitions across different functions, embracing change with agility. With an impressive career spanning two decades in Sales and Marketing, both in Sri Lanka and internationally, Sudehi has demonstrated her expertise in navigating dynamic market landscapes. Currently serving as the Head of Modern Trade at Fonterra Brands Lanka, she continues to make a significant impact in the industry through her strategic vision and unwavering dedication.

If you were to describe yourself without using any titles or professional designations, how would you introduce yourself?

I would describe myself as someone deeply committed to giving my best to both my work and my family. I am a trusted and dependable colleague, a leader who values understanding and mentoring team members to reach their fullest potential, and a compassionate individual striving to grow as the best version of a mother, wife, and family member. 

My experience has given me a global perspective and a deep understanding of diverse markets, cultures, and consumer behaviours. 

What inspired you to pursue a career in Sales and Marketing, and how has that decision shaped your professional journey?

My inspiration to pursue a career in sales and marketing stems from my love of working with people from diverse backgrounds and approaches. I enjoy understanding different perspectives, identifying solutions, and creating value through win-win negotiations. These aspects made me realize that a career in sales and marketing aligns perfectly with my strengths and interests. This passion has shaped my professional journey into an enjoyable and fulfilling experience. It has taught me the importance of building strong relationships, understanding customer needs, and crafting strategies that drive mutual success. 

Over the years, this career has given me the opportunity to grow both personally and professionally, as every challenge has pushed me to refine my skills and adapt to dynamic market environments. Sales and marketing have also fuelled my creativity and strategic thinking, making every milestone a rewarding achievement.

Can you share the key milestones in your career that have shaped your journey to becoming the Head of Modern Trade at Fonterra Brands Lanka?

With over two decades of experience across various industries, markets, and roles, my journey to becoming the Head of Modern Trade at Fonterra Brands Lanka has been shaped by key milestones. One pivotal moment was working in China, where I navigated a highly competitive market, honed my negotiation skills, and learned the importance of cultural nuances in business relationships. Additionally, my exposure to diverse functions—including Modern Trade, Small & Medium Modern Trade, Customer Marketing, International Business, and Business Development; provided a holistic understanding of business operations. Each role offered unique insights, sharpening my strategic mindset and adaptability. These experiences have defined my leadership approach, enabling me to drive growth and navigate the evolving modern trade landscape effectively.

As a leader, I believe in the power of active listening to understand my team’s challenges and provide guidance to help them overcome barriers. 

How has your experience in sales and marketing, both in Sri Lanka and overseas, influenced your approach to leadership and strategy?

My experience has given me a global perspective and a deep understanding of diverse markets, cultures, and consumer behaviours. It has shaped my leadership style to be inclusive and adaptive while fostering collaboration and innovation. Strategically, it has taught me to balance local insights with global trends to drive sustainable growth and build strong, customer-centric solutions.

As a leader, how do you inspire and motivate your teams to consistently achieve their goals?

As a leader, I believe in the power of active listening to understand my team’s challenges and provide guidance to help them overcome barriers. I focus on creating a supportive environment by empowering team members, trusting their abilities, and giving them the autonomy to make decisions. Transparency and treating everyone with fairness and respect are principles I uphold, as they foster trust and collaboration. By recognizing their efforts and celebrating successes, I aim to inspire and motivate my team to consistently achieve their goals.

What is the most valuable leadership lesson you’ve learned in your twenty-year career, and how has it impacted your decision-making?

One of the most valuable leadership lessons I’ve learned is the importance of adaptability. In a career spanning 20 years across diverse roles and markets, I’ve realized that no two situations are the same, and flexibility in approach is key to overcoming challenges. This lesson has deeply influenced my decision-making, encouraging me to stay open to new ideas, embrace change, and approach problems with a solution-oriented mindset. It has helped me lead with confidence, make balanced decisions, and navigate complex situations effectively.

As a mother and wife, how do you reflect on your career journey in Sri Lanka, and what key lessons have you learned along the way?

As a mother and wife, reflecting on my career journey in Sri Lanka, I recognize both the challenges and progress made for women in the workforce, particularly in sales. Traditionally, the representation of women in sales roles has been low. Being a mother and wife makes it even harder for them in these roles. Yet, the trends are changing, especially in policies that have eased this burden. Open communication between spouses is very important in these situations, and support from one another plays a critical role.

What challenges have you faced in balancing your personal and professional roles, and how have these experiences influenced your leadership style?

Balancing personal and professional roles has been both a challenge and a rewarding experience. Handling responsibilities as a mother, wife, and career woman requires time management, prioritization, and a solid support system. There have been experiences when the demands of both spheres felt overwhelming, but these taught me the importance of understanding priorities, delegating effectively, and seeking help when it was needed. These challenges have positively influenced my leadership style. They have made me more empathetic and understanding toward my team. I encourage work-life balance and strive to create an environment where people feel supported in managing their personal and professional commitments.

Where do you see yourself and your career evolving in the next five years, and what goals are you aiming to achieve?

In the next five years, I envision myself evolving further as a seasoned sales and marketing professional and a recognized business development expert. My goal is to continue driving impactful growth for the organizations I work with while expanding my expertise in strategic decision-making and market innovation. Additionally, I aspire to become a role model for young women, inspiring them to confidently step into sales and marketing roles and eventually take on leadership positions. By breaking stereotypes and sharing my experiences, I aim to encourage more women to pursue careers in this field and contribute to creating a more diverse and inclusive leadership landscape.