30+ years at the intersection of business, marketing, digital transformation and events

USPACE — Strategic Project Architecture

Founder & Strategic Project Architect

Today, all accumulated experience is brought together within one professional framework. USPACE works with projects where business goals, product, marketing, technology, customer experience, multiple teams and high-level management decisions intersect simultaneously. The primary role is to turn a complex challenge into a clear system of decisions, requirements, priorities, responsibilities and next steps.

Converse Bank — digital transformation and product

Senior marketing and digital transformation roles / CFT Mobile Banking

The banking stage brought marketing, product, technology and transformation together. Responsibilities included developing digital channels, customer experience and mobile banking, working across business, product and technical teams, defining requirements and making decisions on complex digital initiatives.

Telcell — second stage: digital business

Director of Digital Business Development

The return to Telcell came with a different level of responsibility. The work centered on digital products, the development of new services, interaction between business and technology, product requirements and the continued digitalization of customer experience.

Nairi Insurance — business development in insurance

Board Member → Director of Business Development

Work at the insurance company added another regulated financial industry. The focus was on business development, products, the customer journey, digital services and the search for new models of interaction with insurance customers.

Skill Event Marketing Company — entrepreneurship and the Event industry

Founder

Creating an independent company marked the transition from working within large organizations to building a business of my own. This stage encompasses Event strategy, marketing, employer branding, large-scale public projects, work with corporate clients and the creation of a proprietary Event Thinking methodology. Here, Event became a full-fledged business discipline with its own architecture, economics, audience behavior and system for measuring results.

Armenia Lottery — business development and gaming

Business Development Director

The next stage was the entertainment and gaming industry. The work involved product development, commercial directions, customer interaction channels and the search for new growth opportunities. This period added experience with mass consumer behavior, transactional products and a high frequency of customer decisions.

Telcell — from marketing to business development

Marketing Director / CMO → Director of Business Development Department

Work in the payments industry expanded responsibility far beyond communications. The focus was on business development, new products and services, partnerships, customer experience and the growth of the digital payments ecosystem. The key transition of this period was from managing marketing to participating in decisions that shape the company’s business model itself.

Marketing, advertising and business development

The professional journey began in marketing at a time when the profession itself was only emerging in the post-Soviet market. The core challenges of this stage were to understand the market, the customer, the product and the commercial model, and to learn how to connect marketing with tangible business results. It was then that the internet became a new working tool and added a digital layer to traditional marketing.