Maria Ter-Stepanyan
Yerevan
Summary
Passionate marketing professional with 10+ years of experience in marketing. Proven track record in strategic planning, digital and trade marketing, brand building, and executing high-impact campaigns. 2+ years of experience in team leadership, managing and mentoring high-performing teams. Committed to innovation, data-driven decision-making, and developing marketing strategies that drive real business results.
Overview
15
15
years of professional experience
6
6
years of post-secondary education
3
3
Languages
Work History
Deputy Marketing Head
CONVERSE BABK CJSC
09.2024 - Current
- Oversee all marketing processes, including digital marketing, SMM, web administration, design, and product promotion, to minimize risks and identify issues early. Ensure compliance with advertising regulations and regulatory requirements for marketing materials.
- Manage the planning, allocation, and monitoring of marketing budgets (digital marketing, SMM, SEO/ASO, advertising, design). Review and present budgets at all approval stages, monitor expenditures, ensure accuracy, and alert leadership to potential overspending or budget deviations.
- Prepare regular reports on key performance indicators (MAU, NAU, CAC, etc.), ensuring timely analysis and achievement of targets. Provide strategic insights and analytics to department leadership.
- Coordinate and supervise all advertising and digital marketing campaigns, including targeting, retargeting, and social media promotions. Ensure strategic alignment and evaluate campaign performance.
- Organize and control the work of marketing specialists, ensuring timely task execution in compliance with company objectives and leadership directives.
- Maintain strict adherence to brand guidelines across all digital and offline materials, ensuring consistency across social media, websites, print materials, and advertising.
- Manage relationships with external vendors, including design firms and digital marketing agencies, ensuring contract compliance and quality deliverables.
- Research and integrate new marketing tools and technologies, keeping strategies up to date with industry trends.
- Handle internal and external conflict resolution, addressing issues proactively and implementing preventive measures to ensure smooth department operations.
- Ensure the timely and accurate execution of all assignments from the Head of Marketing, overseeing coordination and completion by team members.
- Provide comprehensive post-campaign reports, outlining results and offering recommendations to enhance future campaign effectiveness.
- Continuously monitor competitor activity and market trends, providing strategic insights and recommendations for improving marketing strategies.
- Regularly analyze marketing department workflows, implementing process optimizations to enhance efficiency and reduce operational risks.
Marketing Team Lead
CONVERSE BABK CJSC
09.2022 - 08.2024
- Delegated and supervised team tasks, ensuring efficient workflow and timely execution
- Planned and managed team operations, setting deadlines and overseeing performance
- Led or actively participated in marketing events, including expos and promotional activities
- Led end-to-end execution of large-scale marketing campaigns, including strategy development, budgeting, channel selection, creative oversight, launch coordination, and performance analysis to maximize impact and ROI
- Coordinated cross-departmental collaboration to align marketing initiatives with business objectives
- Designed and implemented go-to-market strategies for product launches and strategic partnerships
Chief Marketing Specialist
CONVERSE BABK CJSC
04.2017 - 08.2022
- Managed outdoor advertising strategy, budget control, supplier coordination, and competitive analysis to optimize effectiveness
- Oversaw POSM and corporate merchandise production, ensuring supplier selection, procurement, quality control, and distribution
- Led branch branding and retail design, maintaining consistency with corporate identity and budget compliance
- Developed marketing materials in collaboration with legal and finance teams to ensure compliance and strategic alignment
- Coordinated expos, industry events, and workshops to enhance corporate visibility and engagement
- Supervised corporate stationery production and ensured adherence to brand guidelines
- Enforced brand governance for Converse Bank and its sub-brands, maintaining consistency across all channels
Trade Marketing Leading Specialist
ARMENTEL CJSC (BEELINE BRAND)
02.2013 - 04.2016
- Managed retail store design, supplier coordination, budgeting, and documentation
- Oversaw outdoor advertising approvals, updates, and duty payments
- Developed retail space and merchandising standards to enhance customer experience
- Assessed marketing campaign effectiveness through forecasting and analysis
- Supervised POSM and promotional merchandise production, budgeting, and distribution
Marketing Specialist
ARGE BUSINESS LLC
03.2013 - 10.2014
- Conducted comparative analysis of competitive pricing across retail trade points
Sales Coordinator
ARGE BUSINESS LLC
07.2010 - 02.2013
- Analyzed sales performance and prepared periodic reports to support data-driven decision-making
- Evaluated discount programs and BTL campaigns, conducting post-launch analysis
- Managed budgets, overseeing allocations for clients, brands, and activities
- Tracked sales performance, ensuring targets were met
- Maintained customer databases and oversaw sales documentation
- Coordinated with agencies and partners on marketing communications and POSM
- Supervised POSM production, stock management, and distribution
Education
Master’s Degree - Finances
Russian- Armenian (Slavonic) University (RAU)
01.2010 - 01.2012
Bachelor’s Degree - Economics
Russian- Armenian (Slavonic) University (RAU)
01.2006 - 01.2010
Skills
Advertising campaigns
Strategic marketing
Product launches
Teamwork and collaboration
Problem-solving
Decision-making
Quality leadership
Timeline
Deputy Marketing Head
CONVERSE BABK CJSC
09.2024 - Current
Marketing Team Lead
CONVERSE BABK CJSC
09.2022 - 08.2024
Chief Marketing Specialist
CONVERSE BABK CJSC
04.2017 - 08.2022
Marketing Specialist
ARGE BUSINESS LLC
03.2013 - 10.2014
Trade Marketing Leading Specialist
ARMENTEL CJSC (BEELINE BRAND)
02.2013 - 04.2016
Sales Coordinator
ARGE BUSINESS LLC
07.2010 - 02.2013
Master’s Degree - Finances
Russian- Armenian (Slavonic) University (RAU)
01.2010 - 01.2012
Bachelor’s Degree - Economics
Russian- Armenian (Slavonic) University (RAU)
01.2006 - 01.2010
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