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Nilu De Silva

Digital & Creative Strategy Lead, Amazon Devices

Nilukshi De Silva, a digital marketing strategist with a passion for connecting with audiences has spent 12+ years leading go-to-market efforts guiding overall brand marketing and growth strategy across beauty, fashion, travel, and spirits. 

She currently services as the Digital & Creative Strategy Lead for Amazon Devices.

Prior, as Global Head of Digital Marketing and Content Strategy for Calvin Klein Fragrances at COTY, Nilukshi worked at leading beauty brands Urban Decay and bareMinerals heading up digital and social media efforts, as well as building creative social media strategy campaigns for Bacardi Spirits Portfolio, Estée Lauder Companies, and Travel campaigns for the United States in 20+ markets during her stint on the agency side. 

Nilukshi has spent over a decade honing her ability to identify and execute strategic partnerships that help grow brand audiences and maximize brand storytelling. During her time at Urban Decay Cosmetics, she pioneered the brand’s first global AI & AR / virtual try-on partnership with Perfect Corp. and Memomi Mirror. Additionally, she led the Urban Decay x Teen Vogue Influencer University, a global Beauty Bootcamp to help nurture and grow the next generation of beauty influencers.  As the social media strategy lead for Brand USA at JWT / Geometry Global Nilukshi managed 15 global social teams across 15 countries and orchestrated synergy for all social media plans. She Launched the Brand USA Road Trips campaign, generating 2.5 billion impressions worldwide and increasing social engagement by over 2,000% in the first week of launch, to date remains the most successful campaign in Brand USA history. 

Now leading global digital and content strategy for Calvin Klein Fragrances at COTY, Nilukshi is helping to reimagine the timeless brand, crafting an ambitious global digital marketing plan rooted in innovation.  

By leveraging creative new partnerships, including Calvin Klein Fragrances as the first-ever luxury beauty brand on Twitch platform, and growing the brand’s global footprint via e-commerce acceleration in new markets such as China and Russia. Nilukshi continues to preserve, but also enhance the brand’s equity and storytelling by introducing Calvin Klein Fragrances to a wider and more diverse consumer base. As the head of digital innovation and storytelling Nilukshi continues to develop boundary-pushing approaches to introduce new icons to the Calvin Klein portfolio, such as ck Everyone, the first vegan genderless fragrance targeting Gen-Z and Calvin Klein Defy, the brand’s first fragrance targeting millennial men. She is also responsible for crafting an ambitious global digital marketing plan that propelled the iconic Eternity Fragrance back into the global top 10 with a beautiful Campaign celebrating the eternal love between Christy Turlington and Ed Burns, the face of the brand in the 90s.

Nilukshi has an MA of Arts, in Global Communication from the American University of Paris, and a BA of Arts, History, and Organizational Behavior from Mount Holyoke College. She currently serves as a mentor for Kipp NYC, a non-profit network of free, open-enrollment, public schools that prepares students for success in college and life, and an advisor for Fempower Beauty, as well as a member of the Communications Committee at the Mount Holyoke Alumnae Association.

Nilu De Silva’s Session

8:45 a.m.–9:30 a.m. Pacific Time —

How to Integrate Shoppable Content In Your Influencer Marketing Campaigns

This session explores how brand marketers can develop integrated 360-digital campaigns with shoppable content and experiences at the center of GTM strategy. We will dive deeper into the creator economy, and how to leverage trends and social commerce tactics to create both influencer and brand campaign creative for evergreen and launch specific moments. 


  • How to develop the right digital experience for your brand 
  • Adopt an audience first test and learn mentality 
  • Understand objectives and KPIs to measure success
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