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My path

The path of growth

My path into e-commerce began back in 2016. SEO, CMS, eBay, Wildberries, Ozon, Domus... The Armenian market is fairly small for growth — a real trail: overgrown, rocky, narrow. Even so, working in parallel with local and foreign markets helped me shape a path that lets me not only see problems and talk about them, but also propose and implement a genuinely effective process with a useful toolkit. And today, as an operational lead, I aim to use the resources available to me so that the dull, demotivating routine of doing tasks and producing content for its own sake becomes a workflow that gives real drive.

Armen Mkhitaryan

Professional path

My path began with filling product cards and grew into catalog structure, website UI/UX logic, standards, AI integration into workflows, and operational team management.

  1. 2016

    Technical SEO

    My professional path began with technical SEO.

  2. 2017–2020

    CMS and digital content

    After a year of developing SEO skills, from 2017 to 2020 I focused on creating and managing WordPress, Tilda, and Wix websites, while also gaining initial experience in social media copywriting and targeting.

  3. 2020–2025

    E-commerce and operational management

    In 2020–2021, I chose e-commerce as my main direction: from filling product cards to catalog structure, website UI/UX logic, standards, AI integration into workflows, and operational team management.

  4. 2026

    New knowledge

    Driven by flexibility and a desire to learn, I am also developing skills in building and maintaining websites and Telegram bots with AI tools.

    Additional skills: Next.js portfolio websites and Telegram bots: psybooking_bot, fenixcenter_bot, sales_bot.

2025+ · Content Lead · Domus LLC

OPERATIONAL RESPONSIBILITY

  • →content team coordination
  • →product card and category standards
  • →categorization, filters, attributes and SEO logic
  • →systematic solving of website and catalog problems
  • →content connection with UI/UX
  • →AI and automation of recurring workflows
  • →ownership control and quality retention

Thinking and coordination

CONTENT SYSTEMS MANAGEMENT

The focus is not on tools, but first on the ability to assemble a system: content audit, problem diagnosis, standards implementation, team development and content strengthening through connection with SEO, UI/UX and analytics tools.

Catalog & categories

  • Card structure
  • Categories
  • SKU logic
  • Multilingual content
  • Content QA

Operational processes

  • Operational workflows
  • Team coordination
  • Task standards
  • Quality control

SEO & cards

  • SEO structure
  • User intent
  • Card structure
  • Result review

Analytics tools

  • GA4
  • GTAG
  • GSC
  • Yandex Metrica

AI automation

  • Gemini
  • ChatGPT
  • Claude
  • Writing AI instructions
  • Automation scripts
  • AI audits

Leadership through systems

Result does not come from more tasks. It comes from structure: right categories, clear standards, a strong team, quality control and content connected to user experience.

FORMATS & FAQ

Mentorship, consultation and content audit

Mentorship, consultation, and audit terms: format, timing, outcome, and limits.

FORMATS AND TERMS

1. Mentorship format

Mentorship is designed for content managers and small teams that want to move away from chaotic work.

We can work through individual or team sessions based on specific problems, mistakes, and current processes.

The focus is not theoretical knowledge, but guidelines, standards, and applicable working approaches.

2. Consultation and content audit

A consultation or audit may cover the catalog, product cards, SEO, filtering, UI/UX, visuals, and team workflows.

I do not replace a full marketing or technical team, and I do not take over Ads or targeting management.

For small e-commerce websites, I can offer a short audit with a problem map, priorities, and a clear action list.

3. Timing

The duration of mentorship and consultation is determined by the scope of the task.

For audits, pages, categories or workflows are agreed in advance.

4. Payment and agreement

The format, cost, and payment method are agreed in advance.

Prepayment is possible for short formats.

Long-term mentorship is discussed separately.

5. Outcome

The outcome should be applicable: a guideline, problem map, standard, checklist, or an action plan that is clear to the team.

6. Confidentiality

Information about internal issues involving the website, catalog, team, and business is not published without permission.

NDA can be discussed if needed.

7. Limits

Mentorship does not guarantee results without team involvement and implementation.

Consultation gives direction; implementation remains with the business or team.

A content audit does not replace a technical SEO or full-stack development audit.

FREQUENTLY ASKED QUESTIONS

Who is mentorship for?

For content managers, junior/middle specialists, and small teams that want to learn to work systematically rather than simply complete tasks.

What is included in consultation?

During the consultation, we discuss a specific problem: catalog, product cards, SEO, filters, visuals, a team process, or the use of AI.

What is a content audit for a small e-commerce website?

It is a quick systematic review of the website and catalog: what interferes with navigation, quality, SEO, or the team's work.

Can it be team-based?

Yes. A team format is especially useful when shared standards, roles, checklists, and clear areas of responsibility are needed.

Do you teach AI tools?

Yes, but not as a standalone toy. We treat AI as part of the workflow: instructions, templates, acceleration, and quality control.

Find a solution

See how I can help with catalog, product cards, team operations, and AI workflows.

View solutions

See the experience

Explore the projects, their scale, and the working approaches applied to them.

View cases