Roar Global is a modern venture builder shaping the future at the intersection of AI, platforms, creativity, and talent. Over the past decade, we’ve launched and scaled businesses that redefine what’s possible in marketing and applied AI. Trusted by 5,000+ clients across seven countries and backed by strong platform partnerships and a relentless pursuit of progress, we’re building companies that matter.
Here’s what 11 years of bold leadership has taught us.
The ultimate test of a company's effectiveness is its ability to distinguish between motion and momentum. True growth comes from rigorously prioritizing the initiatives that directly contribute to revenue and strategic goals, while having the discipline to sideline everything else.
“One of the most important lessons I’ve learned is this: not all work is equal,” says Mustafa, CEO of Roar Global. “You can spend your days in meetings, replying to emails, tweaking decks, and still have nothing meaningful to show for it. The difference between momentum and mediocrity is knowing what actually moves the business forward and having the discipline to focus only on that.”
This principle is embedded in the company's DNA. “At Roar, I push myself and the team to ask this constantly: Is this moving the needle? If the answer’s no, we either delegate it, automate it, or drop it," Mustafa explains. "Focus is a weapon. Speed is an edge. But both are wasted if you’re chasing the wrong things.”
Real evolution requires the courage to sunset what’s familiar, even when it’s successful. This strategic honesty is a recurring theme at Roar.
“If there’s one constant here, it’s been change - the good kind,” reflects Prash Balakrishnan, Chief Commercial Officer at Roar Global. “We’re not afraid to try something new. More importantly, we’re not afraid to stop something when it’s no longer serving us.”
The clearest example was the decision to shut down Roar’s flagship media platform after ten years. “It was our calling card, a cornerstone of our identity,” he notes. “But the landscape shifted. Rather than hold on out of nostalgia, we made the tough call to let it go. That wasn’t a sign of failure; it was a sign of maturity. It showed we’re a company focused on what’s next, not tied to our past.”
By letting go of past successes, Roar created the space to focus on a different kind of impact, one aimed not just at building its own platforms, but at empowering an entire business ecosystem.
Innovation isn't just about creating new products; it's about empowering entire ecosystems to use them with intention.
“It’s been a privilege to witness how meaningful digital advertising access is reshaping business in Sri Lanka,” says Umair, Chief Marketing Officer at Roar Global. “Seeing companies, from SMEs to corporates, use Meta platforms with purpose has shown us that providing better access and education can drive deeper and more lasting impact than technology alone.”
Driving this level of market-wide change isn’t possible through strategy alone. It demands a powerful internal culture, starting with a deep-seated sense of accountability from every member of the team.
Extraordinary results come from a mindset of ownership, where every individual feels a personal stake in the collective outcome.
“Growth doesn’t come from comfort; it comes from taking ownership beyond your job title,” says Ismail, Regional Director, Accounting & Finance at Roar Global. “When you care like an owner, think like a leader, and act with humility, success naturally follows.”
This ownership mindset flourishes in an environment built on trust and mutual respect.
An ownership mindset like this can't be demanded; it must be earned. It thrives when every team member feels heard and valued, which is why leaders at Roar focus on building a culture of trust, one that is built on the foundation of active listening.
In the race for talent, the most vital data isn't always on a resume. The greatest strengths are often revealed in what is heard, not just what is read.
“One of the most powerful lessons I’ve learned is the value of active listening - to teams, clients, and candidates,” shares Ishani, Regional Director, People & Culture at Roar Global. “Listening well builds trust and creates space for better decisions. It has been essential in spotting unique strengths in people that don’t always show up on paper, helping us hire talent that brings perspective and adaptability, not just experience.”
This dedication to listening is, at its core, an act of humility, an acknowledgment that wisdom can come from anywhere. This principle is a cornerstone of Roar’s leadership philosophy, extending across all functions of the business.
In a modern organisation, leadership is less about top-down direction and more about collaborative influence and a constant willingness to learn.
“Coming from a traditional legal background, I stepped into a company where innovation is built into daily operations,” says Dulanga, Director - Legal Affairs. “I’ve learned that leadership is not just about direction—it is also about humility and adaptability. Wisdom is everywhere if you stay open to it.”
When humility and adaptability are embedded in a company’s leadership, it creates a powerful ripple effect: an environment where personal and professional growth feels not just supported, but inevitable.
The right environment doesn't just allow for growth; it demands it. It stretches people creatively and challenges them in ways that make development feel natural.
“In just six months, Roar has stretched me creatively and challenged me in all the right ways,” says Kithunika, Director - Marketing and Communications. “The pace, the people, and the purpose behind the work make growth feel not just possible, but inevitable.”
This feeling of inevitable growth isn't accidental; it’s the result of a core business process. The company’s methodology for progress mirrors the personal journey of its people.
The idea of constant improvement is more than a mantra; it's a practice. It means treating growth not as a single launch, but as a series of intelligent steps.
“My time at Roar has taught me that growth isn't a straight line; it's a series of intelligent iterations,” says Udara Dharmasena, Regional VP, Client Success, Meta at Roar AdX. “The most impactful initiatives often start as good ideas that become great through continuous feedback, adaptation, and a willingness to evolve. Don't be afraid to put something out there, gather insights, and then make it better. That’s where true innovation lies.”
This commitment to 'intelligent iterations' translates directly into a bias for action. The philosophy isn’t just to evolve, but to do so at the speed the market demands, even if it means starting before you feel fully ready.
In a fast-moving market, speed to market trumps perfection. The key is to act, learn, and iterate in public.
“Don’t wait for things to be perfect. Launch scrappy, refine live, and keep moving,” states Ama, Director at Creator Flow. “The pace of innovation rewards those who act. We’ve built Creator Flow on a foundation of learning in public, iterating fast, and trusting our instincts.”
Of course, a 'launch scrappy' approach is only possible in a culture that rewards bold ideas and provides the psychological safety to experiment. It requires an environment where people are empowered to take risks.
A transformative culture gives people the psychological safety to aim for things they once thought were out of reach.
“At Roar, fresh thinking isn’t just welcomed—it’s encouraged,” says Jayne Davidson, Regional Account Director at 3P Media. “You’re given the space to double down on what you’re great at and just as much freedom to push yourself in new directions. If you have an idea, no one asks you to wait your turn. Instead, you’ll hear, ‘Let’s give it a shot.’ That belief turns ‘maybe one day’ into ‘we did it.’”
This cycle of empowerment and bold execution is fueled by a foundational trait that runs through the entire organization: a relentless curiosity about what lies ahead.
For a company built on evolution, the journey is the destination. A constant appetite for innovation is what keeps the organization dynamic and forward-looking.
“Roar is a company in a constant state of evolution, driven by a clear appetite for the new,” says Shihan, Director of Operations - Roar Media. “Coming from an advertising background, the experience has been eye-opening, introducing me to an entirely new world of possibilities. I’m genuinely excited to see where the journey leads next.”
The Next Chapter
Eleven years have cemented Roar Global’s place as a force in the digital arena. Yet, these eleven lessons reveal a deeper truth: the company’s success isn't rooted in a single product or service. It’s rooted in a mindset. A mindset of relentless focus, strategic courage, and a profound belief in its people. As Roar looks to the next decade, it’s this very mindset that will not only navigate the changes ahead but actively shape them.
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