The Roots of Sumindi Peiris

The Roots of Merging East and West

Our family immigrated to the US in 1979. My father worked for the Sri Lankan foreign ministry and was posted at the Sri Lankan embassy in Washington, DC.

I was born in Sri Lanka and lived in New Delhi for the first 5 1/2 years of my life, my father’s posting before the US. Reflecting on my upbringing, I've often contemplated my identity, particularly regarding my “Asianness.” Despite being born in Sri Lanka and spending my early years in India, I didn't perceive myself as Asian until later in life.

Growing up in Washington, DC, exposed me to a diverse international community. My father's position emphasized our Sri Lankan heritage. We spoke Sinhalese at home, and my father insisted we understand it well. He used to say, "I want you to speak Sinhalese, so when I yell at you, you understand me!" Of course, it was only because he was more proficient at scolding us in his native tongue.

I was fortunate to grow up in a community surrounded by open-minded people who embraced different cultures. When my friends came to our house parties, they enjoyed eating with their fingers, just like us. Entertaining at home was a big part of our family culture. There was always plenty of Sri Lankan food, premium alcohol, and music of all genres for dancing, and it was always multigenerational. My birthday parties would often include fifty of my parent's friends.

These experiences empowered me to challenge the status quo. The traditional Eastern mentality is to follow your parents' wishes, or you would be considered rebelling. Growing up in this environment gave me the courage to stand up for my beliefs. I attribute this to my American friends' influence and acceptance of me and the openness of the American culture I experienced.

An International College Experience

I graduated high school right after the Berlin Wall came down. It was a significant event in that it was the beginning of a new era in international relations and globalization.? It marked an inflection point in my life, a moment of self-reflection. At that time, there wasn't the same awareness about identity and self-discovery as there is now, but I sensed it nonetheless.

When everyone asked about my future plans, including where I would attend university, I surprised my parents by expressing my desire not to study in the US. Despite my sisters attending the University of Maryland nearby, I wanted a different path. Ironically, the reason my parents stayed after my father’s embassy term ended was for our education. They assumed I would follow suit, given the reputation of US universities. Not me; I challenged this assumption.

At this point, my father was at the World Bank, which offered a perk of partial tuition reimbursement for attending university outside the US, primarily to support studying in one’s home country. I saw this as a loophole opportunity to pursue something aligned with my global outlook. I humorously told my father that he could benefit from this perk if I pursued education abroad. So, it couldn't be all that bad, right? Intrigued by international relations and inspired by my father's travels, I explored educational options abroad.

I sought advice from the World Bank's education coordinator for university options. This decision was happening at a time of political upheavals in Europe, particularly the fall of the Berlin Wall and the spread of democracy. These events prompted me to question my own identity—was I genuinely American or Sri Lankan? I felt a growing disconnect with my Sri Lankan identity and sought to reclaim a broader, international perspective.

I applied to several international universities and ultimately chose Switzerland, which proved to be an eye-opening experience—my time there exposed me to the complexities of globalization and the emergence of a global citizenry.

As a college student, I witnessed the Gulf War unfold while nestled in the Swiss Alps, isolated from the immediate consequences but deeply affected by the global implications. The advent of 24-hour news coverage intensified our awareness despite our physical distance from the conflict.

Our diverse student body, comprising individuals from various cultural backgrounds, allowed me to witness unity amidst diversity. Yet, there were still cliques based on nationality or ethnicity—Middle Eastern, American, and Desi (Indian, Pakistani, Sri Lankan), among others. Surprisingly, I found myself gravitating towards the Scandinavian students, drawn to their neutrality and inclusivity, qualities I admired amidst the group dynamics.

This experience broadened my perspective and challenged my preconceptions about identity and belonging. Alongside my studies in international relations, I discovered a passion for business, setting me on an unexpected trajectory. However, it wasn't until later that I fully grasped the significance of these experiences in shaping my personal and professional journey.

Working in Brand Management…in Sri Lanka

After completing my undergraduate studies, I pursued my graduate studies in Switzerland. I opted for the Italian-speaking part of Switzerland, not because Italian seemed the most practical language for my career, but simply because I was drawn to its culture, people, language, and cuisine. While there, I immersed myself in the Italian-speaking community and embraced its vibrant lifestyle.

When the time came to return to the US for work, my parents assumed I had satisfied my desire for international experience. Inside, I felt that my five years in Europe had deepened my understanding of the continent and its diverse cultures. With fluency in a European language and a broader perspective, I felt compelled to return to my roots in Sri Lanka.

My decision again bewildered my parents, who had decided to remain in the US? to provide us with the best opportunities for higher education and career advancement. Nevertheless, they supported my choice, and we journeyed together to Sri Lanka.

Upon arrival, I embarked on my job search, targeting multinational corporations such as Coca-Cola and Unilever and financial institutions. Unilever promptly offered me a position, intrigued by my diverse background and international perspective. I accepted the opportunity and relocated to Sri Lanka to begin my career in brand marketing.

Despite my parents' concerns about my living conditions in Sri Lanka, I opted for a simple lifestyle, eschewing modern conveniences such as hot water and air conditioning. I preferred to live like the average Sri Lankan, embracing the local culture and customs.

For example, my decision to commute via tuk-tuk rather than accepting the corporate perks offered by Unilever further perplexed my parents, who had envisioned a different path for me—one that mirrored their own aspirations for success and stability in the US.

Reflecting on my journey, I realize that my unconventional choices have challenged my parents' expectations and defied societal norms. While they had hoped for me to follow a traditional career path, I have forged my own unique trajectory, guided by a desire for exploration, cultural immersion, and personal fulfillment.

As we reminisce about my family's initial aspirations and expectations, it becomes evident that a blend of cultural influences, personal values, and the pursuit of authenticity shaped my journey.

Negotiate Like Crazy!

From a young age, I possessed a strong personality and was adept at negotiation. A trait my husband might agree I have passed down to my son. I could argue my case persuasively, a skill that led my parents to envision a career in law for me. However, when I expressed my desire to pursue international relations, they were supportive but uncertain about my career trajectory. Diplomacy, they reasoned, required strong communication skills, which I possessed, but the specifics remained unclear to both them and me.

Upon joining Unilever as a marketing trainee, my role initially lacked definition. However, I was drawn to projects involving new product introductions and developments. One notable project was introducing frozen food - the Jolly Green Giant to Sri Lanka- a novel and challenging concept to market locally. Yet, perhaps my most significant accomplishment was launching Huggies diapers, specifically designed for tropical climates, in collaboration with Kimberly-Clark.

Given considerable autonomy by my marketing director, I took a bold approach to the Huggies campaign. Rather than adopt the standard global advertising format, I insisted on tailoring the campaign to suit the Sri Lankan market. This decision, though met with skepticism initially, proved successful in resonating with local consumers. It was a pivotal moment for me, as it underscored the power of understanding and catering to the unique needs and preferences of the target audience.

Reflecting on this experience, I recognized the importance of effective negotiation in achieving mutually beneficial outcomes. Drawing from my background in diplomacy, I learned to prioritize listening and understanding the other party's perspective. By identifying common ground and framing proposals in a manner that appealed to their interests, I found success in negotiations.

Ultimately, the key to successful negotiation, I realized, lies in fostering a sense of collaboration and ensuring that all parties perceive value in the proposed outcome. By prioritizing the interests of others and skillfully navigating discussions, one can achieve win-win solutions that satisfy all parties involved.

Put on Probation In New York?!?

Upon returning from my time in Sri Lanka, I transitioned to a role at Unilever in New York. Despite my prior success and confidence, I encountered significant challenges in adapting to the corporate culture in New York. Unlike the collaborative environment I had grown accustomed to in Sri Lanka, where decisions were made collectively and dialogue was purposeful, I struggled to assert my presence and contribute effectively.

The corporate landscape in New York was vastly different, with an emphasis on individual assertiveness and a high degree of competitiveness. Surrounded by colleagues with prestigious MBA degrees from renowned US institutions and extensive experience in finance and business, I felt out of place and ill-equipped to engage in the fast-paced, high-stakes discussions prevalent in the boardroom.

My vocabulary and communication style differed from my peers, leading to feelings of inadequacy and self-doubt. I struggled to articulate my ideas effectively and failed to assert myself in meetings, where assertiveness and articulateness were valued above all else. As a result, I received feedback indicating a lack of engagement and presence, ultimately leading to my being placed on probation.

To survive and thrive in this new environment, I recognized the need to adapt and assimilate to the corporate culture prevalent in New York. This meant familiarizing myself with corporate jargon, acronyms, and the intricacies of navigating corporate dynamics. It was a steep learning curve, but one that was necessary for my professional growth and success in the highly competitive corporate landscape of New York City.

The transition to the spirits industry was much smoother; when I joined Schieffelin & Somerset, I discovered this lifestyle-focused community was easier to connect with. In retrospect, my experience in New York taught me valuable lessons about resilience, adaptability, and the importance of continuously evolving to meet the demands of the ever-changing corporate world. While it was a challenging period marked by self-doubt and uncertainty, it ultimately shaped me into a more confident and resilient professional capable of thriving in diverse and dynamic environments.

Finding Your Advocates

Reflecting on my career journey, I realized the importance of identifying and cultivating advocates within the workplace. These advocates were crucial in supporting my professional growth and advancement, especially during challenging times.

Initially, I relied on intuition and observation to identify potential advocates. I paid close attention to individuals who exhibited influence across various levels of the organization, regardless of seniority. These were not necessarily the most senior executives but rather those who demonstrated leadership qualities and had a positive impact on their colleagues.

As I navigated the corporate landscape, I found that advocates often distinguished themselves by offering constructive feedback and guidance. They were individuals who took the time to provide feedback not only on areas for improvement but also on strategies for enhancing performance. This feedback was invaluable, enabling me to refine my skills and approach in a supportive environment.

Furthermore, advocates were instrumental in providing opportunities for growth and development. They recognized my potential and actively championed me within the organization, advocating for me to take on challenging assignments and leadership roles. Their unwavering support bolstered my confidence and enabled me to overcome obstacles and succeed.

In terms of diversity, my advocates varied in background and demographics. Initially, they were predominantly women, but as my career progressed, I found support from individuals across different ethnicities and genders. What united them was their shared commitment to fostering inclusivity and empowering others to succeed.

One pivotal advocate in my career was my boss Jamie Prusak, EVP of Schieffelin & Somerset, a joint venture between Diageo and LVMH. She epitomized effective leadership and mentorship, creating an inclusive and supportive work environment where individuals could thrive. Her willingness to challenge conventional thinking and embrace diverse perspectives inspired me to think creatively and advocate for innovative solutions.

Identifying advocates and nurturing meaningful relationships within the workplace is essential for career advancement. These advocates not only provide support and guidance but also champion your success, helping you navigate challenges and seize growth opportunities.

Serendipitous Path Back to Asia

It's intriguing to reflect on my tenure of over a decade in the spirits industry, where Asian representation was notably scarce. Leadership roles for individuals of Asian descent were virtually non-existent. However, an experience at Bacardi resonated deeply with me, particularly in its semblance to Asian cultural values. I found a familial ethos, a sense of care and support reminiscent of my own background. Notably, when I became pregnant, the CEO and CMO demonstrated remarkable empathy, ensuring I had the necessary accommodations, such as appropriate meals during that time, even if it meant making exceptions like allowing me to fly first class, a privilege not typically accorded to someone at my level. They felt they could extend the same courtesy since I went above and beyond my duties.

The resemblance to my Asian roots became more pronounced when I transitioned to Diageo in Singapore. This move was driven by a strong desire to immerse myself in the dynamic Asian market despite initial challenges. At first, I tried working with recruiters and friends in Asia, thinking it would be an easier way to find opportunities, and I discovered not so. It turned out that a good personal brand reputation in the industry was the springboard needed to make the leap.?

Through a mutual connection, I reached out to the? CEO of Diageo NA. I met him at the Marvin Shanken Impact Seminar, an industry must-attend event. He is incredibly approachable, and when I shared my interest in working in Asia, he listened and said, “Come to my office, and we can chat.” Soon after, I got an email from him to meet him at the office, no calendar invite. Very personal and, dare I say, old school?

When I arrived at the Diageo NA HQ, there was quite a confusion since I was not on his calendar. None of his multiple assistants were aware. Then I suddenly heard his voice on the reception phone: "Yes, please send her up." The next thing I knew, he said I want you to meet the CEO of Asia, who happened to be visiting. Despite some back-end circus work, it didn’t happen. But he assured me there is an opportunity in Asia for me. The only hitch was he didn’t know what that would be. Sure enough, six weeks later, I was off to Singapore, still not knowing what my job was. "Don't worry, we'll figure it out when you get there," was what I was told. I learned that when you share your passion and interest with the right people and keep an open mind, things happen. I was off on one of the last Singapore Airlines non-stop, direct flights from NJ to Singapore, 19 ? hours; I boarded excited and nervous.

Upon arriving in Singapore, I encountered new challenges, navigating cultural nuances and unlearning certain American tendencies to thrive in this new environment. However, I also encountered invaluable support from our CEO of Asia and particularly from other Asian colleagues, whose guidance proved instrumental in my adaptation process. Leading the luxury portfolio of Johnnie Walker, one of the most global brands in the world, was a dream job experience I will never forget.

Subsequently, my journey led me back to the US, where I transitioned to Hilton. Remarkably, a former colleague from Schiefflin & Somerset recognized the transferable skills from my spirits industry experience and recommended I apply for his VP, Global Brand Marketing Luxury & Lifestyle Brands position since he transferred to another internal role at Hilton. Despite the evolving landscape, I often found myself among the few Asians or people of color in leadership, highlighting the ongoing need for greater diversity and inclusion initiatives.

Quality Time, Not Just Quantity of Time

Navigating the balance between a demanding career and raising a family has involved making several decisions and trade-offs along the way.

Firstly, finding a workplace that supports women and acknowledges the challenges of balancing work and family life has been crucial. In my experience, companies like Bacardi have been understanding and accommodating during times when family commitments require flexibility. Having that support from the organization made a significant difference.

Moreover, having a supportive partner has been essential. My husband has been incredibly understanding and flexible, especially with his own work arrangements. He made the effort to prioritize family needs, even if it meant adjusting his work schedule or traveling less frequently. We made it a priority to be present for important family moments, like dinner, bath time or weekends, even amidst busy work schedules.

Over time, I've learned that it's not just about the quantity of time spent with family but the quality of that time. While I may have been physically present at home only during specific periods, ensuring that our time together was meaningful and focused on creating memories became increasingly important.

Reflecting on our journey, I feel fortunate that our career paths and personalities complement each other. My husband's more relaxed approach balanced out my drive and ambition, allowing us to support each other in different ways. Despite his career aspirations, his willingness to prioritize family commitments has been invaluable in creating a harmonious work-life balance.

Ultimately, navigating the challenges of career and family life requires open communication, mutual support, and a willingness to make adjustments along the way. It's about finding the best for your family dynamic and prioritizing what matters most.

What’s Next – Getting Back to My Roots

After COVID and enduring significant challenges, many of us pondered, "What's next?" From a business perspective, I've always started with "why." Why do we exist? Why are we doing this? This emphasis on purpose became increasingly apparent as I grew older, although I did realize it in the early stages of my career when purpose-driven branding was less prevalent. I had to sit down and reevaluate my own "why" and purpose.

Last year, I left the corporate world to give myself the true space to reflect. I wanted to spend more time with my son before he went off to college and take my mother on a whirlwind tour to remember. She was diagnosed with early-onset dementia. My son, Daveeth, and I had an amazing time in Sri Lanka, visiting new places, eating great food, and practicing his Sinhala with our extended family. After dropping him off at college, I returned with my mother to Sri Lanka for two more months, visiting every place and every relative she wished to meet. Our days were filled, as were our hearts, with many activities and some bumpy moments.

In this thoughtful period, I noticed again something I must unlearn to succeed in my new venture. The tendency to slip into corporate language when speaking. It struck me that despite our desire to connect with people on a human level, we often end up sounding robotic. In our corporate world, we had to sound sophisticated and knowledgeable in the boardroom. Then we transferred that language to the outside using big words and technical jargon, only to confuse people and come across as inauthentic. I made a conscious decision to recognize when I do that. Habits can change only with practice.

After I returned, I knew what I wanted to do next. Through my consulting business, I want to leverage the experience and knowledge I’ve gained in corporate to support businesses that can’t afford a full-time CMO. I want to help businesses create demand and attract leads to grow their business through a sound brand strategy and story. Simply put, making sure businesses don’t waste good money on bad marketing. Those in the know know that brand strategy is the foundation that shapes company culture, guides decision-making, and serves as the North Star for marketing strategy. That’s what I want to focus on.

Moxi Branding had a soft launch last year when a past colleague came to me for help. Now, I am in full swing and excited to spend 100% of my time on what Guy Hendricks calls the Zone of Genius.