In modern independent media, the intersection of strategic marketing acumen, cultural advocacy, and broadcast production defines effective storytelling. As an independent television producer, digital marketer, and community advocate based in Southern California, my career has been dedicated to bridging meaningful cultural narratives with rigorous business strategy, multi-platform media distribution, and community-centered initiatives.
Academic Foundation and Strategic Marketing
My approach to broadcast journalism and digital media was forged through rigorous academic study in business administration and marketing. Graduating with honors from California State University, Northridge (CSUN) with a Bachelor of Science in Marketing, complemented by an Associate Degree in Business Administration with honors from Glendale Community College, provided the analytical frameworks necessary to understand consumer behavior, brand differentiation, and market entry dynamics.
During my tenure at CSUN, I had the privilege of directing and contributing to several advanced strategic research projects that shaped my understanding of cross-cultural communication:
- International Market Penetration Strategy: Developed an extensive market entry and regulatory analysis for the Siemens P10 portable ultrasound imaging system targeting municipal healthcare networks across Brazil, evaluating local import tariffs, healthcare infrastructure disparities, and channel distribution logistics.
- Institutional Consumer Perception Studies: Designed and conducted quantitative survey research measuring how instructor professional attire influences university student perception of credibility, authoritative instruction, and academic engagement.
- Qualitative Consumer Behavior Analysis: Investigated human-companion dynamics, researching emotional bonding, brand loyalty in pet nutrition, and the psychological role pets play in urban household spending habits.
- Corporate Situational Analysis: Authored strategic growth assessments for Starbucks Corporation, evaluating international market saturation, ethical supply chain sourcing, and digital loyalty rewards programs.
Broadcast Production and Television Hosting
My broadcasting career took root in the vibrant regional television landscape of Southern California, producing and hosting original programming across regional cable channels including ATV and High Vision Channel in Glendale. Serving as both on-air host and executive producer required managing all dimensions of the broadcast lifecycle—from initial conceptualization and scriptwriting to guest booking, on-camera interviewing, and sponsor acquisition.
Developing lifestyle, makeover, and cultural talk shows taught me that technical excellence behind the camera is just as crucial as on-screen presence. Coordinating multiple studio camera angles, managing stage lighting to control specular glare on talent and product displays, balancing dual wireless lavaliere audio feeds, and maintaining crisp pacing under live-to-tape production schedules forged the production instincts that continue to guide my work today.
Working in multi-camera television studios requires a meticulous grasp of floor management and post-production workflows. From non-linear video editing and voiceover synchronization to chroma-key color grading and lower-third graphic placement, every technical choice reinforces the clarity of the underlying story. Delivering engaging television week after week demands relentless consistency, creative vision, and genuine rapport with the viewing audience.
Broadcast Philosophy: Television is ultimately an act of hospitality and cultural connection. Whether interviewing a world-class jazz vocalist, discussing environmental preservation with NGO leaders, or highlighting independent diaspora entrepreneurs, the broadcaster's responsibility is to create an authentic space where genuine human stories can shine.
Career Milestones and Professional Experience
A comprehensive summary of educational background, professional leadership roles, and broadcast media ventures illustrates this integrated journey across marketing and television:
| Role / Organization | Tenure | Core Focus & Functional Scope | Key Achievements |
|---|---|---|---|
| CSUN Honors Graduate (BS Marketing) | 2009–2011 | Strategic Marketing & Consumer Analytics | Graduated with Honors (GPA 3.69); VP of Marketing for MACSUN; Dean's Honor List |
| Glendale Community College (AA Honors) | 2005–2008 | Business Administration & Economics | Graduated with Honors (GPA 3.81); Alpha Gamma Delta philanthropy leadership |
| Founder & Director, AStoreForBeauty & Primaoro | 2008–Present | Ecommerce, Digital Merchandising & Organic SEO | Curated boutique skincare and artisanal fine jewelry; built organic search visibility and digital community |
| Television Host & Producer (ATV / High Vision) | 2004–2006 | Cultural Programming & Makeover Reality Shows | Produced weekly broadcast hours; secured regional corporate sponsors; on-air host |
| Advertising Specialist & Voiceover (TM Media) | 2002–2004 | Commercial Advertising & On-Air Voice Talent | Scripted and voiced television commercials for regional news broadcasts in English, Russian, and Armenian |
| Activities Director, Royal Palms Convalescent Hospital | 2006–2008 | Therapeutic Recreation & Patient Care Coordination | Developed individualized cognitive and social care programs; conducted patient emotional evaluations |
Digital Entrepreneurship: AStoreForBeauty and Primaoro
In 2008, recognizing the rapid transition of consumer discovery from traditional brick-and-mortar storefronts to the open web, I founded AStoreForBeauty.com and Primaoro.com. Operating as owner and lead digital marketer, I oversaw every aspect of online merchandising, from photographic retouching of botanical skincare formulations and fine jewelry collections in Adobe Photoshop to organic search optimization and editorial content creation.
Curating artisanal fine jewelry—particularly hand-crafted filigree, natural emeralds, and high-karat gold pieces—required developing deep relationships with traditional master jewelers. By photographing these intricate pieces under calibrated studio lighting and articulating the craftsmanship behind them through educational blog posts, our storefront connected heritage jewelry arts with modern international collectors.
Community Advocacy and Human Services
Professional success is hollow without a grounding commitment to community service. Serving as Activities Director at Royal Palms Convalescent Hospital in Glendale was among the most formative experiences of my career. Working directly with geriatric patients, individuals undergoing rehabilitative therapy, and families navigating health crises required deep empathy, active listening, and structured organizational discipline.
Conducting comprehensive intake interviews to assess patients' emotional and cognitive orientations allowed our team to design personalized recreational therapies—from tactile art projects and musical retrospectives to gentle physical mobility routines. This clinical and human-centered background continues to inform my media work, ensuring that broadcast topics always center the dignity, well-being, and genuine needs of the community.
Civic Leadership and Global Conservation
Throughout my professional life, active participation in civic and non-profit organizations has remained an enduring priority. Serving as Vice President of Marketing for MACSUN (the American Marketing Association collegiate chapter at CSUN) provided opportunities to mentor upcoming business students, organize professional networking seminars, and host executive guest lectures.
Simultaneously, collaborating with the Foundation for the Preservation of Wildlife and Cultural Assets (FPWC) enabled our media platform to amplify vital conservation causes in Armenia, including the SunChild International Environmental Festival and the protection of endangered habitats across the Southern Caucasus. By uniting media broadcasting with environmental advocacy, we help inspire the global diaspora to invest their energy and resources into sustainable homeland preservation.
"Whether behind a studio microphone, analyzing marketing data, or organizing community initiatives, the ultimate goal remains constant: to communicate with authenticity, uplift creative voices, and build enduring bridges between our cultural heritage and the future."