Armine Parmakszyan

Strategic Talent & Brand Partnerships leader with 9+ years of experience developing influencer-driven campaigns, creator collaborations, talent partnerships, and integrated brand activations across entertainment, media, lifestyle, and consumer brands. Proven track record managing partnership strategy, client relationships, social-first campaigns, sponsorship activations, and cross-functional execution with Fortune 500 brands to drive audience engagement and measurable business impact.

Manager, Brand Partnerships & Strategy at NBCUniversal Media, LLC (2022-02 – Present) Brand Partnerships & Strategy at NBCUniversal Media, LLC (2017-07 – 2022-02)

• Lead brand, talent, and creator partnerships across NBCUniversal's entertainment portfolio, developing social-first campaigns and creator collaborations that drive audience engagement, partnership growth, and commercial impact.
• Manage Fortune 500 brand partnerships including L'Oréal, Target, and Wayfair, serving as a strategic partner to clients while developing integrated campaigns across content, social, talent, influencer, and experiential platforms.
• Drive partnership growth by identifying revenue opportunities, expanding strategic brand relationships, and developing partnership opportunities aligned with client objectives.
• Own end-to-end partnership strategy and execution, including creator collaborations, talent integrations, campaign launches, timelines, and cross-functional alignment.
• Develop social-first partnership concepts, branded content initiatives, and talent-driven campaigns across digital and social platforms to connect brands with targeted audiences.
• Analyze campaign performance, audience insights, and partnership results to develop campaign reporting and optimize creator, talent, and brand strategies.
• Negotiate and manage talent agreements, creator partnerships, sponsorship contracts, and content usage rights while aligning partner objectives, campaign budgets, deliverables, and business goals.

Director, Commercial Operations & Business Strategy at Wells Fargo Bank (2006-04 – 2017-07)

• Led business strategy and operational initiatives supporting organizational growth, increasing productivity by 30% while reducing annual costs by 10%.
• Designed scalable processes and execution frameworks that reduced cycle times by 25% and improved business agility.
• Partnered with cross-functional stakeholders to drive strategic initiatives, operational excellence, and business performance.
• Managed budgets, governance, risk mitigation, and compliance processes across complex business functions.
• Led and developed high-performing teams, improving accountability, collaboration, and alignment with organizational objectives.

Juris Doctor – New York Law School (2024)

M.A. in History – CSU Northridge (2010)

B.A. in History – UCLA (2007)