Ara Catchatoorian

Ara Catchatoorian

Marketing Director / Creative Services Director / Executive Producer / Talent Management

FRESNO, CALIFORNIA MARKETING & CREATIVE SERVICES

EXPERIENCE: 20+ yrs. Marketing & Design View More

EDUCATION: B.S. Business Marketing  View More

Personal Skills

Team Work
92%
Creativity
95%
Organization
90%
Leadership
93%

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)

ABOUT ME

I am a dynamic, entrepreneurial, and creative marketing leader with 20+ 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.

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.

the Marketer's Benchmark podcast

The Marketer’s Benchmark Podcast is a podcast I’ve created (episodes starting Oct 2022)  to help business owners and marketers better understand marketing strategies and tactics that will help take their business to the next level.

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Interests & Hobbies

Interests & Hobbies

Community Involvement

EXPERIENCE

FromAug 2000ToPresent

FRESNO, CA

Founder / Owner / Creative Director

Benchmark Design – Integrated Media Solutions

https://www.benchmarkdesign.net

Key Qualifications & Responsibilities

  • Founded and managed a fullservice 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 forprofit and nonprofit companies and organizations.

Key Achievements:

  • Increased ROI 200300% on average for clients, most recently launching CFPExamTutor.Com where the client has more than
    doubled overall revenues over last year in only two months through rebranding, positioning, digital marketing, and implementation of an omnichannel marketing strategy
  • Developed overall online marketing program and achieved target growth for Fresnobased franchise steak house.
  • Hire as publicist and manager for Hollywood / Broadway actor / entertainer Eddie Mekka (best known for role as Carmine “The Big Ragoo” Ragusa from TV’s hit comedy Laverne & Shirley)

FromJan 2022ToOct 2022

FRESNO, CA

Director of Marketing

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.

FromJan 2011ToDec 2021

FRESNO, CA

Marketing & Creative Services Director

Ventura TV Video Appliance Center, Inc.

Key Qualifications & Responsibilities

  • Developed multichannel 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+ omnichannel campaigns
  • Responsible for design and creation of all brand creatives for print, digital, website, television, radio, and pointofpurchase
  • 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, ecommerce, online, & social media.
  • Managed social media, digital, email, and television marketing strategies across channels.

Key Achievements:

  • Created outofthebox marketing strategies & high ROI revenue streams including:
  • Grew online presence of a 60yearold brickandmortar retailer from zero online presence to topranking SERPs retailer above big box retailers in Central California and expanded digital footprint to the Central Coast and Northern California markets
  • Tripled instore sales revenue through the implementation of targeted branding and promotional multichannel marketing campaigns while adding an additional $1+ million dollars of revenue through modifying operations, sales strategies, and implementing technology enhancements with a 300400% ROI
  • Garnered two coverstories in nationally distributed industry magazines & two feature stories in local newspapers in first 3 months of employment
  • Created and brought to market an inhouse brand of outdoor antennas AirCast Antennas

FromJan 2012ToDec 2021

FRESNO, CA

Creative Services Director / Executive Producer

Ventura Broadcasting Company / Ventura Media, LLC.

Key Qualifications & Responsibilities

  • Launched firstever retailerowned 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 overtheair broadcast TV
  • Created, produced, and directed 1500+ episodes of a 1hr live, local, callin 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 WestCoast 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

FromJan 2012ToDec 2021

FRESNO, CA

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.

FromApr. 2012ToOct. 2017

FRESNO, CA

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

FromJan 2011ToFeb 2008

FRESNO, CA

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

SKILLS & LANGUAGE

Mac/Windows
MS Office
Hubspot CRM
Photoshop
Illustrator
Final Cut Pro
Premier Pro
After Effects
ATEM Studio
Greenscreen
Motion GFX
Videography
Voice-Over
Live TV
Dreamweaver
HTML Coding
Web Design
Development
WordPress
HTML5 Banners
LAMP Stack
Web Hosting
E-Commerce
SEO
Email Marketing
Pricer ESL

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.


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