Irene Mariadurai

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Role: Senior Copywriter at Lyxel&Flamingo (L&F)
Location: Mumbai, MH, IN
LinkedIn followers: 500 followers

About Irene Mariadurai

With a blend of academic rigour and hands-on agency experience, I excel in creating compelling strategies that resonate and connect with the audiences, driving impactful results. My multi-faceted career includes 3 years of guiding media students as an Assistant Professor and course coordinator at renowned colleges, alongside freelancing as a copywriter. My expertise spans writing for media, digital marketing, brand building and content management.

Experience

Senior Copywriter
Lyxel&Flamingo (L&F)
Feb 2025 — Present

Education

University of Mumbai
Bachelor's degree, Mass Communication/Media Studies
2012 — 2015
R. D. National College
Master of Arts - MA, English Language and Literature/Letters
2015 — 2017

Contact information

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Work email
•••••@lyxelandflamingo.com
Personal email
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Current company

Lyxel&Flamingo (L&F)

Advertising Services · 679 employees · Founded 2015 · Gurugram, Haryana, India

Most agencies choose between creativity and data. Lyxel&Flamingo was built so brands never have to. We are India's full-stack creative and marketing partner to 350+ brands – where the instinct of a storyteller and the rigour of a data scientist sit at the same table on every brief. We call it the dual brain. The right brain is where brand outcomes are built through creative means. Brand strategy and identity. Mainline and digital communication. Brand films, corporate films, content production across formats. Employer brand and culture narratives. Every brief begins with what the brand needs to achieve in the market and works backward to the work that gets it there. Human judgement, category data, and AI capability all inform what gets made and why. The left brain makes the right brain accountable. Performance marketing. D2C commerce on Shopify Plus and custom-build environments. Marketplace strategy across Amazon, Myntra, Flipkart, Blinkit, Zepto, and e-pharmacy platforms. Technical SEO, hyperlocal search, and GEO – the practice of building brands to be cited inside AI-generated answers, not just ranked on search. Underneath all of it: four proprietary AI tools – Crux, Weavr, 1GMB, and Imagiv – built in-house because the tools we needed didn't exist. 650+ team. 5 offices across 3 countries. $250M+ media managed. Highest-tier partnerships with Google, Meta, Amazon, Flipkart, and Shopify Plus. One agency. No handoffs. No excuses.

lyxelandflamingo.com

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About Irene Mariadurai

Experience

Senior Copywriter

Education

University of Mumbai

R. D. National College

Find verified contacts for anyone on LinkedIn