Poorani Balendra

About

An accomplished marketing professional with a rich, diverse portfolio, I currently serve as a marketing generalist at Cyces Innovation Labs LLP, a tech product development firm. I lead digital marketing initiatives and streamline processes, resulting in a notable 50% time reduction in production. Earlier, I was with The Banyan Academy of Leadership in Mental Health, spearheading successful rebranding and social media initiatives. As a Senior Sub-Editor at The New Indian Express, I increased author diversity and crafted daily columns for a large readership. Versatile and effective, my career reflects proven expertise in content creation, SEO consulting, and branding, coupled with exceptional editorial skills.

Experience

• Lead, Marketing · Cyces Innovation Labs03-01-2021

  General Role and Responsibilities Occupied a marketing generalist role in a team of 40 members at Cyces Innovation Labs LLP, a technology product development and marketing services firm with more than 50 clients. Executed lead-generation initiatives as a part of the core responsibilities. Trained new team members and built teams from scratch, ensuring smooth onboarding and swift role orientation. Marketing and Branding Led digital marketing efforts for the company's products and services, amplifying reach and brand visibility. Established strategic partnerships with mainstream media and universities, expanding the company's network and influence. Designed and implemented standard operating procedures (SOPs) and processes to standardize workflows and improve efficiency. Integrated Generalized Pre-training Transformer (GPT) tools into operations, automating several processes and reducing time to production by half. Product Marketing - formX Authored comprehensive product guides, feature documents, and bottom-of-the-funnel articles, contributing to a three-fold increase in organic traffic within two months. SEO Consulting - Freshboost Offered strategic and operative SEO consulting to over 10 Software-as-a-Service (SaaS) clients, successfully boosting their organic traffic three times. Penetrated a highly competitive market space, achieving a three-fold organic traffic increase for one of the clients. Created valuable editorial and sales assets for a DevOps firm in collaboration with their technical team, enhancing their content marketing efforts. Maintained a Customer Satisfaction (CSAT) score above 80%

• Senior Sub-Editor, Editorial and Opinion · The New Indian Express06-01-2016 – 10-01-2019

  Planned, edited and produced Opinion page daily; worked with editor-in-chief to implement changes to increase diversity of authors; included views on architecture, history Authored a 300-word daily column by drawing ideas from current affairs; contextualising data, science, history and other complex information to suit large audiences Edited opinion columns and editorials; worked with politicians, economists, judges and top editors; convinced opinion-makers and leaders to write for the newspaper Engaged with readers through ‘letters-to-the-editor’ and ‘mindspace’ columns; implemented strategies that increased reader involvement Interviewed chefs, entrepreneurs for Indulge, the paper’s lifestyle supplement

• Lead, Communications · The Banyan Academy of Leadership in Mental Health11-01-2019 – 11-01-2020

  The Banyan Academy of Leadership in Mental Health, Chennai is an Educational and research institute focused on mental health and public policy. Sister organisation of The Banyan, a 27-year-old non-profit providing mental health services for vulnerable populations Led rebranding of organisation’s website; improved user experience Managed content on social media and led branding for events Co-authored research grants, annual reports; liaised with funders

Education

• Asian College of JournalismPGDM, Journalism
• College of Engineering, GuindyB.E, Electronics and Communication

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