Summary
Sales & Marketing Executive with a proven record of driving growth, building KPI-driven systems, and leading cross-functional teams.
Overview
20
20
years of professional experience
Work History
Head of Marketing Department
Alpha Food Service
08.2025 - Current
- Leading the full marketing activity across B2B, HoReCa, and retail channels
- Building a data-driven marketing department with clear KPIs, brand strategies, and ROI accountability
- Driving category growth for premium brands through integrated campaigns, activations, and digital performance
- Own marketing ROI, budget discipline, and long-term brand value
- Led integrated marketing and communication initiatives to boost growth, brand equity, and market influence.
Commercial Advisor to the Founder (Contract)
GSC
01.2025 - 07.2025
- Restructured sales and marketing operations into a unified, performance-driven system
- Implemented KPI and revenue tracking routines with ROMI control
- Launched CRM for lead and partner management
- Introduced a client rebate system to strengthen retention and sales motivation
- Optimized team roles, sales funnel, and processes — improving conversion and forecast accuracy
Deputy CEO
FastShift
01.2023 - 01.2024
- Launched and scaled digital payment products, including QR/NFC payments, and BNPL
- Built KPI and CRM systems for tracking performance and conversion
- Temporarily assumed CEO responsibilities during transition
Head of Payments Unit
Telcell
11.2021 - 01.2023
- Built KPI and incentive systems, scaled QR/NFC payment network, added 2,000+ clients and 35 key retail partners
- Launched CRM dashboards, aligned sales with product, finance, and operations
Digital Transformation Project Manager
IUNetworks
10.2019 - 10.2021
- Led digitalization of 13 government entities, integrated payment systems into national e-government infrastructure
Head of Retail and Key Accounts
Idram
03.2019 - 11.2019
- Scaled QR/NFC payment network via retail and key account teams
- Secured 2,500+ clients, including 35 major partners, in 9 months
- Co-initiated and promoted BNPL product “Rocket Line”, now a core feature of Idram’s payment ecosystem
Deputy Sales Director
“Armenia Wine” Winery and Vineyards
05.2018 - 03.2019
- Led sales and marketing operations for local and imported portfolios across retail and HoReCa channels
- Built and managed the “Stolica” brand team, overseeing imports from Russia and Europe
B2B Sales Agent - Payment Channels Unit Manager
VivaCell-MTS
08.2005 - 04.2018
- Built and managed nationwide POS and terminal payment network
- Launched Top-Up infrastructure, increased distribution revenue by 20%
Education
Bachelor in Engineering - Engineering Sociology & Work Psychology
Skills
- Bitrix24
- Asana
- Power BI
- Jira
Languages
English
Advanced (C1)
Russian
Bilingual or Proficient (C2)
Timeline
Head of Marketing Department - Alpha Food Service
08.2025 - Current
Commercial Advisor to the Founder (Contract) - GSC
01.2025 - 07.2025
Deputy CEO - FastShift
01.2023 - 01.2024
Head of Payments Unit - Telcell
11.2021 - 01.2023
Digital Transformation Project Manager - IUNetworks
10.2019 - 10.2021
Head of Retail and Key Accounts - Idram
03.2019 - 11.2019
Deputy Sales Director - “Armenia Wine” Winery and Vineyards
05.2018 - 03.2019
B2B Sales Agent - Payment Channels Unit Manager - VivaCell-MTS
08.2005 - 04.2018
State Engineering University of Armenia - Bachelor in Engineering, Engineering Sociology & Work Psychology