Personal Skills
Core Competencies
- Brand Development / Strategy
- Marketing Communications
- Business Development
- Media Planning / Buying
- Team Building / Leadership
- Traditional Marketing
- Digital Marketing
- Social Media Marketing
- Email Marketing
- Analytics / SEO
- Campaign Management
- Multi-Lingual Campaigns
- Consumer Insights
- New Product Development
- Process Innovation
- Strategic Partnerships
- AP Style
- HubSpot CRM (Expert)
- Marketing Automation
- Lead Generation
- Website Design / Development
- UX Architecture
- E-Commerce
- Linear TV / OTT / Radio
- Audio / Video Production
- Live Streaming / TV Production
- Podcasting (Spotify, Apple…)
- Graphic Design
- Print Production
- Copy-writing / Story Telling
- Public Relations
- Crisis Management
- Reputation / Reviews Mgmt.
- Market Research / Analysis
- Coaching / Mentoring
- Talent Management
- Presentation Skills
- Market Analysis
- Virtual Meetings
Skills Assessments (Indeed.Com)
- Marketing
Proficient (May 2024) - Social Media
Proficient (May 2024) - Sales Skills
Proficient (May 2024) - Management & Leadership Skills: Impact & Influence
Proficient (Aug 2020) - Protecting Patient Privacy
Proficient (May 2024) - Communication Skills
Proficient (Sep 2024)
- Inside Sales
Proficient (May 2024) - Graphic Design
Proficient (Sep 2024) - Search Engine Optimization
Proficient (Aug 2020) - Market Research
Proficient (Aug 2020) - Attention to Detail
Proficient (Sep 2024)
ABOUT ME
I am a dynamic, entrepreneurial, and creative marketing leader with 24+ years of experience in business management, team leadership and expertise in developing and executing sales and marketing strategies for multi-million dollar companies in the retail consumer electronics & appliances, television media, insurance & financial services, restaurant, manufacturing, non-profit, agriculture, and transportation & logistics industries.
Highly regarded by my colleagues and clients, I am an excellent communicator with strong presentation, organization, planning, research, analysis, reporting, team-building and interpersonal skills with expertise in brand development, growth, and innovation. I have a strong ability to prioritize, multi-task, work independently, as well as, work within teams while developing and forging meaningful interdepartmental relationships that foster common vision and direction.
I am a highly skilled and creative producer of print, digital, website, television, and radio media with extensive experience working with and directing external agencies, as well as, building, training, and growing internal teams.
Interests & Hobbies
Community Involvement
- Guest Instructor, Fresno State Marketing Club (Oct 2023 & April 2024)
- Instructor / Linked Leader, Nationwide Marketing Group (2012-2021)
- Instructor (Computers), Youth Centers of America (2009-2011)
- Member, Fresno Chamber of Commerce (1997-2000, 2020-2021)
- Member, BNI International (Fresno Chapter) networking (2009-2012)
- Member, California Trucking Association (1997-2007)
- Board Member, Armenian National Committee (1998-2018)
- Board Member, Armenian Cultural Foundation Central CA (2000-2018)
- PR / Marketing Director, Fresno Armenian Fest (2007-2017)
- Worship Musician, Deacon, Communications, First Armenian Presbyterian Church (2017-Present)
- Soccer Coach, U6-13, Clovis Crossfire (Soccer League) (2008-Present)
- Founder/Director, Fresno Armenian Fútbol Club (2013-Present)
EXPERIENCE
Founder / President
PipeFlow360 SaaS Platform
Key Qualifications & Responsibilities
- Founder of an all-in-one sales and marketing SaaS platform company
- Work with development team to develop a comprehensive cloud-based ‘Software as a Service’ platform designed to help businesses fill their sales pipeline with a constant flow of leads while giving them a 360-degree view of their business.
Key Achievements:
- Provide business owners and marketers valuable sales and marketing tools in an easy-to-use cloud-platform
- Provide clients with value-based, high-quality agency services ranging from web, print, branding, audio/video, digital marketing, social media, PPC, and more.
Founder / Owner / Creative Director
Benchmark Design – Integrated Media Solutions
https://www.benchmarkdesign.net
Key Qualifications & Responsibilities
- Founded and managed a full–service freelance ad agency
- Provide exceptional creative and strategic marketing, branding, website design/development, audio/video production, graphic design, print, strategic marketing consulting and training services to various for–profit and non–profit companies and organizations.
Key Achievements:
- Increased ROI 300+% on average for clients
- Developed overall online marketing program and achieved target growth for Fresno–based franchise steak house.
- Publicist and manager for the late Hollywood / Broadway actor / entertainer Eddie Mekka (best known for role as Carmine “The Big Ragoo” Ragusa from TV’s hit comedy Laverne & Shirley)
Director of Marketing / CMO
ZINC Financial, Inc. / ZINC Income Fund, LLC
Key Qualifications & Responsibilities
- Lead the creation and deployment of marketing programs for a hard money lender and real estate investment firm licensed in 10 states.
- Responsible for department budgeting and drove new business development to meet or exceed monthly KPIs.
- Increased ROI using a variety of growth-hacking techniques including A/B tests, landing pages, marketing automation, email marketing, content marketing, social media marketing, online marketing, and public relations.
- Work with C-level executive team, directors, managers, operations teams, other internal/external stakeholders, and vendors to strategize, plan, execute, and assess marketing campaigns aligned to specific business needs.
- Responsible for B2B marketing content development including market planning, copy writing, graphic design, website design, website development, video production, and presentation design to ensure that campaign objectives are met and adhere to corporate branding standards.
- Developed and executed Marketing Communications strategies including email marketing, sell sheets, events, PR/media interviews, digital marketing, content marketing, social media marketing, and traditional marketing.
- Conducted market research to assist with product development, market development, and B2B product marketing.
- Monitor and analyze campaigns for effectiveness and to optimize ROI; Conduct post-campaign analysis, track, and report on results against KPI benchmarks, and provide recommendations for tactical adjustments.
- Monitor market conditions, buyer behaviors, industry trends, market data and projections to drive effective and relevant messaging and tactics to relevant target audiences.
- Provide internal sales management support as needed.
Key Achievements:
- Restructured and established a relatively non-existent marketing department by identifying and eliminating marketing and operational inefficiencies, implementing marketing automation, and implementing efficient workflows to deliver higher yielding campaigns while reducing ad spend by nearly 50% within first 90 days
- Developed high ROI email and social lead generation campaigns that propelled sales to meet and exceed monthly KPIs
- Generated press and media coverage in several local, regional, and national news outlets and trade magazines.
Marketing & Creative Services Director
Ventura TV Video Appliance Center, Inc.
Key Qualifications & Responsibilities
- Developed multi–channel marketing program and achieved profit margin and sales objectives totaling $15 million annually
- Grew customer base over 200% & increased revenue 300% by creating & implementing 125+ omni–channel campaigns
- Responsible for design and creation of all brand creatives for print, digital, website, television, radio, and point–of–purchase
- Work directly with CEO, VP Operations, and Sales Director to develop comprehensive annual marketing plans, ad budgets, benchmarks and KPIs to maximize ROI and market penetration
- Manage 10+ agencies & media partners in advertising, design, packaging, promotion, e–commerce, online, & social media.
- Managed social media, digital, email, and television marketing strategies across channels.
Key Achievements:
- Created out–of–the–box marketing strategies & high ROI revenue streams including:
- Grew online presence of a 60–year–old brick–and–mortar retailer from zero online presence to top–ranking SERPs retailer above big box retailers in Central California and expanded digital footprint to the Central Coast and Northern California markets
- Tripled in–store sales revenue through the implementation of targeted branding and promotional multi–channel marketing campaigns while adding an additional $1+ million dollars of revenue through modifying operations, sales strategies, and implementing technology enhancements with a 300–400% ROI
- Garnered two cover–stories in nationally distributed industry magazines & two feature stories in local newspapers in first 3 months of employment
- Created and brought to market an in–house brand of outdoor antennas – AirCast Antennas
Creative Services Director / Executive Producer
Ventura Broadcasting Company / Ventura Media, LLC.
Key Qualifications & Responsibilities
- Launched first–ever retailer–owned broadcast television company
- Helped grow broadcast operations from one OTA channel in Fresno, CA to 80+ TV channels in Fresno, Idaho, and Colorado.
- Oversaw the creation, launch, trademarking and management of company’s own international TV network, Noor TV NetworkTM, streaming online, via IPTV and over–the–air broadcast TV
- Created, produced, and directed 1500+ episodes of a 1–hr live, local, call–in television talk show (Connect With Me) featuring internationally acclaimed celebrities, sports figures, politicians, and local business owners. The program aired weekdays simulcast on cable and 3 broadcast TV networks from 2012 to 2017
- Produced daily news and weather reports
- Designed and engineered custom TV show set and green screen studio with control room for local weather reports, virtual set interviews, PSAs, and TV commercial productions
Key Achievements:
- Launched, promoted & managed first West–Coast affiliate of the #1 Classic TV Network in the U.S. – MeTV Network
- Built company’s local sales department and increased revenue each year by 200+% totaling $150K+ in revenue
- Designed a trademarked logo for Noor TV Network – U.S. Patent# 88183159
- Designed a logo for AirCast TV Antennas – Trademark Pending
Advertising Sales / Account Executive
Ventura Broadcasting Company
Key Qualifications & Responsibilities
- Established station’s advertising program.
- Developed strategies to grow revenue through local ad sales.
- Establish relationships with local businesses and organizations.
- Made sales calls on existing clients and prospects.
- Maintained / managed accounts and client relationships.
- Developed new accounts and prospect relationships.
- Prepare and deliver sales presentations to prospects and clients.
- Develop and explain campaign strategies and product offerings to clients.
- Educate clients on how to promote their products or services effectively
- Provide clients with information regarding media placement and rates.
- Prepares and delivers sales presentations to clients.
- Develop advertising schedules with clients and coordinate with station personnel to fulfill orders.
- Produce ad copy and creative as needed for clients.
Key Achievements:
- Increased revenue through persuasive communication skills to build relationships, identify opportunities, address and overcome objections that would translate into sales
- Develop advertising schedules with clients and coordinated with station personnel to fulfill orders.
- Produce ad copy and creative as needed for clients.
Co-Creator / Executive Producer
Connect With Me TV Talk-Show
Connect With Me episodes on YouTube
Key Qualifications & Responsibilities
- Produced 1,500+ episodes of a 1-hr live, local, call-in television talk show that aired weekdays simulcast on cable and broadcast TV.
- Designed and engineered custom TV show set and green screen studio with control room for local weather reports, virtual set interviews, PSAs and TV commercial productions.
- Developed internship program in conjunction with Fresno State University’s Broadcast/Journalism program
- Responsible for researching/evaluating stories and breaking news.
- Used strong news judgment, journalistic integrity, and understanding of viewer needs and expectations.
- Used state-of-the-art television technology and even some not-so-state-of-the-art technology to produce a quality television program.
- Recruited, trained, mentored and managed production crews and talent.
- Coordinated guest interviews, videographers, production crews, engineers and talent.
Key Achievements:
- Coached and mentored broadcast/journalism students and graduates who were able to move on to careers with ABC, Fox, NBC, PBS, Lawrence Livermore Laboratories PR division, and more
- Touched the lives of hundreds of thousands of Central Valley television viewers with our community-based programming
- Captured wanted criminals and convicts through our programs with local law enforcement agencies
- Interviewed Hollywood celebrities, sports figures, political figures and more
Property & Casualty Insurance Broker
Valley Regional Insurance Services, Inc. / Pac-West Alliance
Key Qualifications & Responsibilities
- Sold commercial and personal insurance; auto, home, business, worker’s compensation, umbrella, etc.
- Developed and maintained relationships with existing clients to increase customer retention
- Conducted property inspections for underwriting purposes, including fire safety and security measures
- Assisted customers with claims inquiries and completed new policies as needed
- Maintained a working knowledge of all types of insurance products offered
- Achieved sales productivity goals every quarter through effective prospecting techniques
- Conducted needs-based analysis with customers to identify and recommend appropriate insurance products.
- Developed and implemented sales strategies to target new customers and grow existing business.
- Managed customer policy renewals and handled customer inquiries.
- Managed all phases of the sales cycle—from prospecting to close and follow-up support.
- Studied and maintained up to date knowledge of underwriting guidelines for several carriers.
- Served as a trusted advisor to businesses and individuals.
EDUCATION
University of Phoenix
B.S. Business Marketing
Fresno City College
A.S. Communications
Heald Business College
A.S. Business Management
Notre Dame Namur University
A.A. Fine Arts / Illsutration
SKILLS & LANGUAGE
Languages
- 🇺🇸 English: Native Speaker
- 🇦🇲 Armenian (Western): Native Speaker
- 🇦🇲 Armenian (Eastern): Native Speaker
- 🇲🇽 Spanish: Conversational
PORTFOLIO
This is only a small portion of my vast portfolio. Please check back regularly as I'm constantly adding and updating projects. Please note that some of the video pages may contain playlists with multiple videos. Also, some of the logo samples (e.g. Super Big Savings) will reveal additional projects when clicked.
RECOMMENDATIONS
Ara has a highly unusual mix of design and technical skill. His artistic design and attention to detail give his finished product a professional look and quality that really is very difficult to find. His professionalism and organization make him a pleasure to partner with.
Benchmark is top-notch…Ara and his team are very responsive, creative and the most important thing is they’re total pros at generating leads. Money well invested!
Ara Catchatoorian is a marketing expert and educator that I highly recommend. His knowledge and commitment have been useful to the Fresno State Marketing Club students. He has gone above and above to impart his enormous marketing expertise and teach us Adobe abilities. His willingness to assist and guide students has had a big influence on our educational process. It is a true blessing that he is willing to serve us.
A very heart felt endorsement for the team at Benchmark Design. Ara is a marketing genius and has provided our company extremely high-end professional services. I’m looking forward to continued success working with their knowledgeable team of experts. From graphics, video production and social media marketing…count on Benchmark Design!
Benchmark is an awesome resource, they helped me get my small business website up and running. They also have great knowledge of SEO and much more. I could not be more satisfied with their work and response times. I have had the pleasure of knowing Ara for nearly a couple decades, he is an awesome individual to work with. He is most definitely dedicated to his trade. Ara is very knowledgeable and tech savvy. and has helped launch our website and guided us to more online visibility. Ara has always impressed me with his knowledge. His work ethic is second to none. He is a positive and results driven team player that motivates the people around him. Ara is asset to anyone at any level, truly a blessing.
I believe it’s his decades of experience with web design, combined with his talent for working with video and other digital forms of communication that have contributed to his success managing the marketing and communications for a very active retailer AND a broadcast company with 28 TV channels under their umbrella. > Full Letter of Recommendation
I have known Ara Catchatoorian both personally and professionally for over 15 years. He is an energetic, professional, and ethical individual who is always willing to learn new things and take on new tasks. He is a great people person with an excellent attitude and work ethic. > Full Letter of Recommendation