Geetha Boyani, the head of performance at 2Stallions Digital Marketing Agency, is one of the winners at MARKETECH APAC’s ‘Empowered Women in Agency’. The recognition initiative under the ‘Empowered Women Awards 2023’, is an inaugural effort to honour empowered women leaders in the industry.
Interestingly, Boyani didn’t necessarily start out her career in marketing, as she initially had a background in civil engineering. She then made the conscious decision to go into marketing to blend her interest in finance, data and project management, eventually finding her way to 2Stallions in 2018 and getting promoted to her current role in 2022.
Establishing a strong performance marketing team through new development and strategy adaptation
When she first held the position of head of performance for the agency back in 2022, Geetha was put in charge of establishing a strong performance marketing team with brand new members and integrating the existing SEO specialists into a holistic marketing strategy that benefited not only them but their clients as well.
To make this possible, she spent time actively headhunting the right people – reaching out to potential candidates and bringing them on board. Moreover, she needed to develop as well new standard operating procedures (SOPs) and adapt existing workflow structures to be more efficient and effective in response to the changing requirements of both internal and client project demands.
To that end, Geetha set about establishing clear guidelines and methodologies to allow for smooth working standards. Many of the SOPs she has implemented over the last 12 months have been adopted by other department heads in the agency. It has since then seen the growth of several long-term projects of 2Stallion under her supervision.
How her workflow-oriented leadership has helped agency productivity and efficiency
Despite her previous experience in civil engineering, Geetha has exemplified her strength to be able to see what really matters – whether she’s looking at a landing page or a proposed strategy. And this has been the driving force of her leadership under a marketing agency.
It is noted by her colleagues that rather than dictating to others, she lays out her reasoning and opens their eyes to the rationale behind doing something one way or the other.
Moreover, her patience, understanding and skilful advice are not only highly valued by her team but also by her peers within the agency, who often come to her for insight or help – especially when it comes to the organisation, collation and interpretation of data.
Leading the way while keeping feet on the ground
Despite all of her great work, Boyani is described as keeping her feet always on the ground. This was best exemplified at the time when she was first approached about this nomination. Her initial reaction was to recommend another team member for nomination instead, showing her compassion for others and putting others ahead of herself.
She leads the way in this industry because of her ability to deliver amazing results for her projects and her skill at training and guiding her team. Not only is she making an impact for the clients and for 2Stallions – she’s helping create the future leadership of the digital marketing sector.
Moreover, she has stood shoulder-to-shoulder with directors and CEOs in this industry and has often been the only woman among them. She has never backed down and she’s never let her gender be used against her. Even before joining the digital marketing industry, the construction industry where Geetha started out was a male-dominated sector.
As she says herself: “Sitting in a room filled with men is nothing new for me.”
Geetha also adds, “Diverse perspectives lead to better decision-making and ultimately drive innovation in the workplace. Women empowerment is just a step towards bringing those unique perspectives to where they matter the most.”
Aside from Boyani, check out who else made it to Empowered Women Awards 2023 Winners’ list.
