department, or as the support team that creates the platform building blocks from which your business will depend and grow upon.

We are more than a marketing company, a business plan chop shop, or the website builder that you don’t hear from again. We offer a complete line of services for you to utilize and build your business with. We believe in being your business partner for life and we prove that with our passion and dedication to the clients we serve. 

About Farrell Dayn Gertmenian

Farrell has been a leading management professional for over a decade, providing marketing, branding, and business strategy services for companies looking to start or grow their business.

Her career has included being part of the founding management team at the California Philharmonic Orchestra, building the original Board of Directors and negotiating contracts with Westfield Shopping Centers, The Los Angeles Arboretum, and local restaurants and wineries.  With a love for sports and horse racing, Farrell then joined the marketing team at Santa Anita Park, facilitating on-track promotions and membership programs, as well as the sponsorship efforts with Budweiser, British Airways, and Visa. 

After receiving her MBA in 1999 from Pepperdine University, Farrell wore several hats as the Director of Marketing for two start-up marketing and technology firms, handling mergers and acquisitions, corporate communications, business development initiatives and client deliverables.  She is a subject matter expert for demand creation campaigns that include lead generation objectives with cross-sell and up-sell targets, utilizing sales, marketing and public relations to profile customers and enable market segmentation. She specializes in improving operational metrics via benchmarking, business case development and applied methodology for ongoing performance measurement.

Farrell returned to sports marketing to become the Marketing Director for the National Jockeys Guild, restructuring the marketing and branding department that serviced the entire country, creating tie in marketing opportunities for the jockeys and race tracks.  Her efforts produced a significant increase in membership, co-marketing opportunities with companies such as Red Bull, NY NY Hotel and Casino, and JocksWear, and the new policy and procedures methodology that serviced the client’s needs.

In 2004 Farrell established Scoop as a professional services company to specialize in branding, market research, go-to-market strategy development, and the execution of market development action plans for forward-looking clients.  Her clients cross over into a variety of industries, and have included The Jockeys’ Guild, Belron International, Body Pure, Liquid Salvation, Guardian, The Belmont Medical Day Spa, and numerous independent professionals.   

Farrell has a passion for teaching and was an instructor at UCLA Business School Extension for several years teaching classes in entrepreneurship and ecommerce.   She also teaches crash courses for Pepperdine’s MBA students, and guest speaks at various marketing workshops.

Committed to giving her time and energy to several community outreach programs, Farrell founded Rainy Day Pennies, a group that raises money for different children’s charities throughout the year.  Recently she was elected to the Board of Directors at the Variety Boys and Girls Club.