In the dynamic world of marketing and communications, Armine Zakaryan has risen to the position of CEO at Deem Communications since 2014. Starting as a Brand Manager, she climbed the career ladder through her commitment and hard work. In this interview with Regional Post, Armine discusses her experiences and sheds light on the evolving landscape of gender roles within the industry. Interview : Hena Aposhian Photo : Deem Communications

What specific skills or perspectives do women bring to the table, and how do they contribute to innovation and growth in any sector?

– Men and women have different ways of thinking. To get good results, I believe a company should make the most of both perspectives. In the beginning, DeeM was run by the owner, Raffi Niziblian, for eight years. He eventually decided to share the leadership role and handed me the baton while remaining the Creative Director. Since then, our ideas have often collided, but those differing points of view have led to better solutions. Therefore, including women in lead positions or the high-level decision-making processes only enriches the approach models and final solutions.      

Compared to other fields, do you perceive Armenia’s PR industry as more male or female-dominated?
– In recent decades, we’ve noticed more women entering the PR field. However, categorizing a field as predominantly male or female might be a stereotypical misperception.
Communication is built on empathy, active listening, and relationship-building, qualities that are often associated with women.
This might explain why women excel in this field. However, these stereotypes don’t reflect individuals’ abilities or interests. Men can be just as talented and accomplished in communication roles as well.     Did you face any particular challenges as a woman?
– Since my tenure as head of an Agency, I’ve noticed a significant shift in the field and beyond. There were instances where clients disregarded me in meetings, but imagine their surprise when they had to turn to me when decisions needed to be made. In some cases of idea pitches, some men seemed to grasp ideas better when another man presented them. I’m pleased to see significant improvements with more women in leadership roles today, and that way of thinking has decreased intensively.      

What changes would you like to see within the industry, in general, and concerning gender equality?

– I’d like to see more women leaders in the corporate world and private sector, not just in NGOs or SMEs. I want to see a more accepting and appreciative society as women make their voices heard as decision-makers, not only in business but also in politics. Why not have a female Prime Minister in our country? As a mother of two daughters, I think it’s crucial to foster an environment at home that encourages women to grow and succeed on both local and global scales. Although, over the past years, I have seen a fundamental shift, outdated stereotypes still hold many women back from reaching their full potential.      

What aspects of company culture do you prioritize, and what strategies do you aim to cultivate within your team?
– My primary values are honesty, loyalty, and respect. These are also the pillars of DeeM. Over the years, we’ve been considered a school, having shaped over 120 professionals and cultivating such values. These acquired skills and values are used by most in our professional and personal lives. Today, DeeMers, as we call ourselves, live and work worldwide in various managerial and creative positions.  

In today’s landscape, women have numerous responsibilities. What helps and enables you to pursue your career consistently?

– While some may think running an organization is easy, actually, it’s pretty challenging. It means ensuring employees’ well-being at the workplace, supporting their career development, using business opportunities, and keeping the company financially stable – all while meeting shareholders’ objectives. As a woman, I also have to take care of my family. Balancing these two equally important parts of my life is my daily challenge. But I genuinely enjoy every part of my work, from communicating with people to creating products I can later feel proud of. I then feed off that energy and invest it in my family and vice versa.  

How do you envision the future of Marketing & Communication in Armenia? 


– Like the rest of the world, our industry is changing rapidly, especially following digital transformations. To stay relevant, we keep a close eye on current trends and set out our approaches by understanding new technologies and their effects on our field to avoid becoming redundant or obsolete. For instance, our latest thought leadership initiative launched in 2022, focusing on the notion of Gen N. Amplifying the concept, we targeted the tech sector and inaugurated an event highlighting topics of communications in crisis situations, hope-based communications, and web3. We invited international and local speakers to speak to an audience of 90+ C-level professionals. Last year, we packaged the discussions into articles in collaboration with Life in Armenia magazine. Once again, this year, we plan to continue with the format of an event.  

What advice would you give young women considering career advancement in the industry? 


– Our company offers the younger generation an opportunity to learn, develop, and grow in order to become a full member of our team. My advice to them is not to be afraid of their aspirations and ideas as they progress. This field is diverse and covers many areas, so there’s never just one correct approach. Personally, I find that I’m always learning something new from each project I undertake. Source: Regional post