Coworking with Dilini Fernando

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Dilini Fernando is CMO of experiential retail media company Freeosk.

How would you describe your job to someone who doesn’t work in retail? My job is to turn everyday shopping into an experience that inspires, connects, and leaves a lasting impression—one small discovery at a time.

One thing we can’t guess about your job from your LinkedIn profile? We’re a lean team in a fast-paced industry, so I’m not just setting strategy; I’m hands-on with execution. That’s part of the entrepreneurial culture we’ve built from the top down—everyone stays close to the work. It keeps us agile, responsive, and ensures there’s no disconnect between the big vision and how it shows up in the real world.

What’s your favorite project you’ve worked on? Co-creating the concept of experiential retail media. It’s more than a marketing term; it’s a shift in mindset. We gave language to something deeply human: the joy of in-the-moment connection.

Which emerging retail trend are you most excited about right now, and why? Retailers are finally treating their physical space like a media channel. I’m energized by the physical store as a stage for storytelling. We’re finally moving beyond transactional thinking and tapping into emotional, human-centered experiences—which can be scaled and measured.

What’s your go-to coffee order? Tea ;) or an espresso.

Worst piece of advice you’ve received? “Stay in your lane.” Rarely has meaningful change come from leaders staying in one lane. Clarity drives execution, while curiosity sparks innovation.

What was your favorite retail product when you were 15, and what’s your favorite retail product now? Then, Clinique lip liners. Now, La Roche Posay B5 serum.